AM/FM radio remains a reliable source of entertainment for Canadians, according to Numeris’ Radio Listening Spring 2024 report. Reach and listening time remain stable when comparing this spring to 2023, with ratings of 98 and 99, respectively.

AM/FM reaches 84% of Canadians each week in Montreal, Toronto, Edmonton, Calgary and Vancouver. Montreal has the highest weekly radio reach among those over the age of 12 (91%), followed by Edmonton (86%) and Calgary (84%).

The whole population’s radio listening time remains steady as compared to 2023. This spring, Canadians aged 12 and above spent an average of eight hours each week listening to radio. Francophones in Montreal listened to radio the most, with an average of nine hours, followed by Anglophones in the same city (8.5 hours), Toronto (7.6), Edmonton (7.3), Calgary (6.2), and Vancouver (6.1).

Vancouver, Montreal Anglo and Toronto recorded increases of 5%, 4% and 3%, respectively.

The report also found that OOH tuning dominates throughout the day at 67%. The Drive and Daytime (after breakfast) time slots had the highest OOH tuning, with 77% and 74%, respectively. All time slots saw an increase in OOH proportions, with breakfast and afternoon leading the way. Meanwhile, approximately 33% listen to the radio at home most of the day.

Adults aged 25 to 54 in Vancouver, Calgary and Edmonton are the most likely to listen to radio outside the home. However, compared to last spring, Montreal franco experienced the most significant growth with an increase of 10 percentage points, followed by Calgary (3) and Toronto (2).

According to Numeris, live radio streaming is becoming more popular among Canadians, accounting for 10% of all AM/FM radio listeners over the age of 12. It’s more popular among those aged 18 to 34 and 25 to 54, accounting for 11% and 13%, respectively.

Nearly 24% of listeners opt to tune in to radio stations while streaming. French-speakers in Montreal are the most likely to do so (27%). However, their use varies according to the time of day. In this market, streaming listening often peaks in the early morning. In the remaining markets, most people tune in in the late morning, and this activity decreases in the early afternoon.

Streaming radio is more popular with adults 25 to 54 than with those 12 and up, and with English markets than with Montreal franco on weekdays and Sundays. Weekdays have the highest proportion of streaming audience, however Saturday prevails over Sunday among Montreal Anglophones and Montreal Francophones. Sunday is preferred over the weekend in the remaining English markets.