By David Bray
As I previously reported, 56 diary markets have been discontinued by Numeris, leaving us with our current 22, reporting central area only. RadioCount, using a different methodology, has recently released its October/Fall book surveying 22 different markets. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary. RadioCount uses individual recruitment while Numeris uses household recruitment.
Today’s Numeris release covers the period of Nov. 7, 2022 to Nov. 5, 2023. It is worth mentioning that, in these markets, radio reached 82% of adults overall and 84% of adults 25 to 54. This fall, 38% of adult listening for the 25-to-54 demo occurred in vehicles, up 4% from fall 2022. In-home tuning, now at 33%, has decreased four percentage points from the previous fall. Canadians over 12-years-old in the top markets spent an average of 13.4 hours per week listening to radio.
Quebecers over the age of 12 spend 15.8 hours per week listening to radio.
All that being said, let’s take a look at five sample markets from the latest Numeris release.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering an 18.7% share for adults, up from 17.8%. CBC Radio One grabs the #1 spot with women 25 to 54 delivering a 12.4% share followed closely by Hot 89.9 with 11.2%. CBC Radio One holds the #1 spot for men 25 to 54, posting a 12.6% share followed by TSN 1200 at 7.7% and CHEZ 106 at 7%. CBC Radio One boasts a lead for men 18 to 34 with a 9.2% share of hours tuned followed by CHEZ 106 with 9.1%. For women 18 to 34, Hot 89.9 has a substantial lead, posting a 19.2% share.
Winnipeg: CBC Radio One grabs the #1 spot for adults with a 13.8% share of hours tuned. Top spot for women 25 to 54 goes to Bounce 99.9 at 11.2% followed by QX104 Country with a 10.8% share. For men 25 to 54, 92.1 CITI-FM is tops with an 10.6%, down from 11.8%. 103.1 Virgin Radio heads the list for men 18 to 34 with a 14.4% share. For women 18 to 34, the favourite is Virgin with 16.1%.
Halifax: CBC Radio One takes first place with adults, posting an impressive 19.6% share of hours tuned, down from 20.6%. Virgin takes top spot for women 25 to 54, delivering a 13.1% share followed by Move 100 at 12.3%. Q104 tops the list for men 25 to 54 with a 13.7% share followed by FX 101.9 with 13.3%. For men 18 to 34, FX 101.9 takes the lead with 18.9%. When it comes to women 18 to 34, Virgin takes top spot posting a 16.6% share, down from 23.6%.
Hamilton: For originating stations, KX 94.7 leads the way for adults with a 7.5% share, followed by Bounce 102.9 with 6.6%. KX 94.7 is popular with women, taking #1 spot for in the 25-to-54 demo, delivering an 11.7 % share. For men 25 to 54, KX 94.7 is also on top with an 9% followed by Bounce at 5.3%. KX94.7 takes top spot for men 18 to 34 delivering a 10.5% share. KX 94.7 also takes the lead for women 18 to 34 posting a 17.1% share.
Victoria: CBC Radio One is #1 for adults (12-plus) with 21.8% share, up from 19.6%. CBC Radio One is tops with women, taking #1 spot for 25 to 54s and delivering a 14.1% share, followed by The Zone and Virgin, both at 13.6%. For men 25 to 54, The Q is on top at 18.5% share, followed sister station The Zone with 13.7%. For men 18 to 34, The Zone leads with 17.9% followed by The Q with 15.6%. For women 18 to 34, the leader is The Q posting a 20.5% followed by Virgin at 15.2%.
David Bray is president of Bray & Partners Communications
