Report prepared by David Bray
With summer now in our rear-view mirrors, we will soon be bidding farewell to conventional radio audience measurement in our largest markets. You might say we will have to attune our radio analysis to a new way of thinking. For this summer and fall only, BBM has been concurrently using both PPM and Diary Methodologies in the markets of Calgary, Edmonton, Vancouver and Toronto. In essence, weaning us off diaries in order to make room for the PPM era. We will have continuous measurement in these markets, with PPM replacing diary numbers as the trading currency for programmers and advertisers.
I have been asked time and again….which is the truth? Well, truth is relative. Both systems offer estimates with a certain margin of error. BBM came to the conclusion that PPM offers the best long term stability.
In the weeks to come I will offer a more thorough comparison of the two methodologies. For now, it is worthwhile to assess some of the preliminary differences evident in the two sets of figures, based in part on the U.S. experience. Diary generally reports that people listen to three stations. PPM says six to seven stations. Certain types of stations seem to suffer with PPM. Heritage stations experience a bit of “halo†tuning in diary reporting (which relies on the listener’s memory) which disappears with the passive recording of PPM. We’ll probably find, for example, that CBC Radio One or Two, which get a bit of what I’ll call “aspirational reporting†in the diary lose that benefit with PPM. Conversely “office†stations thrive under the passive reporting format. Younger rock stations, which had trouble getting young adult males to fill out diaries, seem to come back strong with PPM.
For now let’s take a look what the latest diary figures released today tell us in comparison to the last book.
Toronto: This time out, bragging rights at the top of the ratings heap go the CBC Radio with a 8.8% share of hours tuned for A12+ (down from 10.0%) followed by CHFI-FM with a 8.4% (down from 9.2%). CHUM-FM continues its downward trend posting a respectable 7.8% against A12+ (down from 8.1%) CHUM-FM continues to lead the way for females 25-54 with a 12.8% share (down from 15.1%) followed by CHFI-FM with 10.6% share (down from 13.0%). Q107 is once again on top for males 25-54, posting a 12.0% share (down from 13.4%). The Edge held their lead with M18-34 turning in a 14.4% share (down from 18.3%). CHUM-FM grabbed top spot for females 18-34, delivering a 15.6% (down from 17.7%) followed by the emerging Virgin 99.9 with a 13.5% share.
Vancouver: CBC Radio One holds #1 for A12+ with a 11.6% share of hours tuned (down from 12.4%). Coming in at #2 is CKNW with an 11.5% share (up from 10.7). 103.5QM-FM is in the top spot for F25-54 with a 12.6% share (up from 11.1). ROCK101 claims top spot with M25-54, delivering a 10.7% (down from 13.5%). For M18-34, the FOX leads the way at 17.0% (up from 14.7) followed by the Beat with a 13.8% share (down from 18.0). Females 18-34 go to the Beat at 22.6% (up from 19.0%). Teens overwhelmingly favour the Beat at 40.6% (down from 53.3).
Calgary: QR77Â grabs a place at the top of the heap for A12+ with a 9.7% share of hours tuned for A12+ (up from 9.5) . CJAY92 retains its hold on the #1 position for M25-54 with 13.4% share of hours tuned (down from 11.4%). F25-54 goes to Lite 96 with an 11.0% share of hrs. tuned (up from 10.4%). X92.9 leads the way for M18-34 with a 21.0% share followed closely by CJAY92 with a 16.5%. Vibe 985 courted an 18.4% share for F18-34 (down from 26.4%).
In Edmonton, holding down top honours for A12+ is 630 CHED with a 9.4% share (down from 11.4% last time out). For F25-54, 92.5 Joe-FM leaps into the lead with 14.3% (up from 8.6). For M25-54, The Bear takes #1 with a 13.1% (down from 14.7%). M18-34 goes to the Bear with a formidable 18.5 share (down from 22.3%).
Summary charts below: A brief overview of share figures from the Survey Three 2009 BBM courtesy of David Bray of Hennessy and Bray Communications…
Toronto
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S3 2009
|
Station |
A12+ Survey 3 ‘09 |
A12+ Survey 2 ‘09 |
W25-54 Survey 3 ‘09 |
W25-54 Survey 2 ‘09 |
M25-54 Survey 3 ‘09 |
M25-54 Survey 2 ‘09 |
|
CBC Radio Two |
2.2 |
1.9 |
2.0 |
1.4 |
1.1 |
.9 |
|
CBC Radio One |
8.8 |
10.0 |
7.9 |
8.2 |
7.1 |
6.2 |
|
AM 640 Toronto |
1.4 |
1.9 |
.5 |
.9 |
2.3 |
2.8 |
|
Classical 96.3 FM |
4.1 |
5.1 |
2.5 |
1.9 |
1.8 |
1.8 |
| 102.1 The Edge |
4.1 |
3.8 |
3.3 |
2.9 |
6.3 |
7.0 |
|
News Talk 1010 CFRB |
5.4 |
5.6 |
3.0 |
2.7 |
2.9 |
2.8 |
|
680 News |
6.1 |
6.1 |
4.7 |
5.3 |
7.8 |
8.1 |
|
Flow 93.5 |
1.9 |
2.4 |
2.3 |
1.9 |
1.6 |
3.3 |
|
AM 740Â Prime Time Radio |
2.9 |
3.1 |
.4 |
.8 |
.3 |
.5 |
|
98.1 CHFI-FM |
8.4 |
9.2 |
10.6 |
13.0 |
5.5 |
5.5 |
|
CP24 Radio 1050 |
.2 |
.6 |
.2 |
.6 |
.1 |
.2 |
|
104.5 CHUM-FM |
7.8 |
8.1 |
12.8 |
15.1 |
6.5 |
6.6 |
|
Z103.5 |
4.1 |
4.6 |
4.9 |
5.1 |
3.9 |
4.9 |
|
Q107 |
6.5 |
6.3 |
5.7 |
5.3 |
12.0 |
13.4 |
|
New Country 95.3 |
1.9 |
1.4 |
2.8 |
1.6 |
1.8 |
1.4 |
|
The FAN 590 |
2.4 |
2.1 |
.2 |
.3 |
4.8 |
5.2 |
|
97.3 EZ Rock |
5.1 |
5.4 |
7.8 |
8.7 |
4.2 |
4.0 |
|
Jazz FM 91 |
2.5 |
2.2 |
2.3 |
1.8 |
2.8 |
1.6 |
|
88.5 The Jewel |
1.3 |
1.3 |
.7 |
.8 |
.2 |
.3 |
|
Virgin Radio 99.9 |
5.5 |
4.4 |
8.6 |
7.4 |
6.2 |
3.4 |
|
KISS 92.5 |
1.9 |
1.8 |
2.2 |
2.0 |
.8 |
3.5 |
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Vancouver
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S3 2009
|
Station |
A12+ Survey 3 ‘09 |
A12+ Survey 2 ‘09 |
W25-54 Survey 3 ‘09 |
W25-54 Survey 2 ‘09 |
M25-54 Survey 3 ‘09 |
M25-54 Survey 2 ‘09 |
|
CBC Radio One |
11.6 |
12.4 |
9.8 |
8.9 |
7.7 |
8.5 |
|
CBC Radio Two |
4.4 |
5.9 |
2.5 |
4.8 |
3.5 |
4.2 |
|
The Beat 94.5 |
7.5 |
8.4 |
10.3 |
8.4 |
5.5 |
6.0 |
|
Rock 101 |
5.5 |
6.4 |
5.5 |
4.3 |
10.7 |
13.5 |
|
99.3 The Fox |
4.3 |
3.5 |
3.7 |
2.3 |
7.1 |
6.0 |
|
TALK 1410 |
1.8 |
1.5 |
1.1 |
2.2 |
1.9 |
1.0 |
|
SHORE 104 |
.3 |
NA |
.3 |
NA |
.6 |
|
|
AM 730 Traffic |
.7 |
.7 |
.3 |
.4 |
1.2 |
1.1 |
|
103.5 QM FM |
7.5 |
7.8 |
12.6 |
11.1 |
5.0 |
4.4 |
|
AM650 |
3.4 |
2.7 |
2.9 |
1.0 |
.6 |
1.1 |
|
JR FM |
3.9 |
4.6 |
4.5 |
7.0 |
2.7 |
3.7 |
|
FM 104.9 |
4.2 |
2.9 |
4.5 |
3.0 |
4.9 |
1.8 |
|
96.9 Jack FM |
4.9 |
4.9 |
6.2 |
7.6 |
6.9 |
7.0 |
|
CKNW |
11.5 |
10.7 |
3.5 |
4.2 |
6.4 |
7.8 |
|
100.5 The Peak |
1.8 |
1.9 |
3.7 |
3.5 |
2.1 |
2.7 |
|
The Team 1040 |
3.2 |
4.6 |
.4 |
1.4 |
7.2 |
8.9 |
|
News 1130 |
4.3 |
4.3 |
3.2 |
3.1 |
4.1 |
4.6 |
|
Virgin Radio 95.3 |
4.7 |
4.7 |
8.8 |
11.1 |
4.9 |
3.0 |
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Calgary
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S3 2009
|
Station |
A12+ Survey 3 ‘09 |
A12+ Survey 2  ‘09 |
W25-54 Survey 3 ‘09 |
W25-54 Survey 2 ‘09 |
M25-54 Survey 3 ‘09 |
M25-54 Survey 2 ‘09 |
|
CBC Radio One |
8.2 |
8.9 |
6.8 |
6.8 |
5.2 |
6.3 |
|
CBC Radio Two |
3.9 |
2.5 |
3.6 |
2.1 |
2.4 |
1.7 |
|
The Fan 960 |
2.2 |
2.9 |
.2 |
.6 |
5.6 |
5.6 |
|
X92.9 |
4.6 |
3.9 |
2.6 |
3.1 |
8.1 |
5.1 |
|
660 News |
3.9 |
3.9 |
3.0 |
3.4 |
4.3 |
4.8 |
|
Q107 |
3.5 |
3.9 |
2.3 |
2.7 |
6.5 |
4.8 |
|
90.3 AMP Radio |
1.0 |
4.61.8 |
.4 |
2.7 |
.8 |
2.6 |
|
XL 103 FM |
4.6 |
6.5 |
5.2 |
8.2 |
4.9 |
4.9 |
|
Lite 96 |
7.3 |
6.5 |
11.0 |
10.4 |
5.5 |
5.0 |
|
QR 77 |
9.7 |
9.5 |
5.9 |
3.5 |
7.1 |
5.7 |
|
Vibe 985 |
7.7 |
9.3 |
9.4 |
12.5 |
6.2 |
4.8 |
|
MIX 97.7 |
3.9 |
3.9 |
5.7 |
5.7 |
2.8 |
4.3 |
|
96.9 Jack FM |
4.0 |
5.5 |
7.0 |
8.5 |
5.5 |
7.9 |
|
CJ 92 |
7.5 |
7.8 |
4.2 |
5.7 |
13.4 |
15.0 |
|
Energy 101.5 |
2.6 |
3.4 |
4.4 |
4.4 |
1.1 |
3.1 |
|
Classic Country AM1060 |
2.3 |
1.8 |
.4 |
.7 |
.8 |
.3 |
|
Country 105 |
8.4 |
8.6 |
10.4 |
9.3 |
3.6 |
7.3 |
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Edmonton
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S3 2009
|
Station |
A12+ Survey 3 ‘09 |
A12+ Survey 2 ‘09 |
W25-54 Survey 3 ‘09 |
W25-54 Survey 2 ‘09 |
M25-54 Survey 3 ‘09 |
M25-54 Survey 2 ‘09 |
|
CBC Radio One |
5.6 |
7.1 |
4.8 |
4.2 |
3.6 |
4.7 |
|
CBC Radio Two |
1.5 |
2.1 |
.9 |
1.1 |
.8 |
1.4 |
|
The Bear |
7.0 |
8.5 |
5.8 |
8.6 |
13.1 |
14.7 |
|
790 CFCW |
7.6 |
4.8 |
.8 |
1.2 |
1.0 |
1.4 |
|
EZ Rock 104.9 |
7.0 |
8.1 |
9.8 |
14.5 |
5.1 |
3.3 |
|
Team 1260 |
1.8 |
1.0 |
.2 |
.3 |
4.3 |
2.3 |
|
The Bounce |
9.2 |
9.6 |
13.6 |
11.0 |
7.2 |
8.2 |
|
Sonic 102.9 |
5.2 |
6.2 |
5.8 |
6.7 |
6.8 |
9.2 |
|
630 CHED |
9.4 |
11.4 |
4.5 |
4.3 |
9.0 |
8.4 |
|
Magic 99 |
1.6 |
1.9 |
1.9 |
3.8 |
.7 |
.8 |
|
iNews 880 |
.9 |
1.0 |
.4 |
.4 |
.8 |
.6 |
|
K97 |
5.4 |
6.3 |
4.7 |
3.4 |
10.7 |
13.9 |
|
CISN Country 103.9 & 104 |
8.9 |
9.6 |
8.7 |
13.9 |
7.4 |
8.0 |
|
92.5 Joe-FM |
8.5 |
5.5 |
14.3 |
8.6 |
10.6 |
6.6 |
|
96.3 Capital FM |
7.8 |
6.9 |
11.7 |
9.0 |
5.4 |
7.4 |
|
CKUA |
4.3 |
3.0 |
3.9 |
1.8 |
3.0 |
2.1 |
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David Bray is Sr. Vice President of Hennessy & Bray Communications.
Feel free to forward questions and inquiries:
Phone:Â (416)431-5792
E-mail: davidbray@sympatico.ca
Web site: hennessyandbray.com
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