By David Bray
You might call this the end of an era. With the release of BBM ‘s Survey 1, we inch closer to the most significant audience measurement development in decades. Come the Fall, PPM will officially be unveiled in the markets of Calgary, Edmonton, Vancouver and Toronto. Thereafter we will have continuous measurement in those markets, with PPM will replacing diary numbers as the trading currency for advertisers. Programmers and advertisers alike will have to adapt to a very set of numbers. Comparative analysis of the results produced by the two methodologies (in the U.S. and Montreal where PPM is already a fact of life) has already pointed to the fact that trends which had always been accepted as truisms will be called into question. In an upcoming article I will analyse the profound effect PPM will have on ratings results as it rolls out across major markets. For now let’s take a look what the latest diary figures tell us.
Toronto: This time out, bragging rights at the top of the ratings heap go the CHFI-FM with a 10.0% share of hours tuned for A12+ (up from 8.4%).  CHUM-FM continues to hold a lock on females 25-54 with a 16.0% share (up from 15.0%) followed by CHFI-FM with 11.7% share (up from 10.6%). Q107 continues to lead the way for males 25-54, posting a 12.6% share (down from 14.9%). The Edge increased their lead with M18-34 turning in a 14.8% share (down from 17.4%). CHUM-FM grabbed top spot for females 18-34, delivering a 14.7% (up from 14.6%) followed closely by Z103.5 with a 14.0% share.
Vancouver: : A good book for CBC Radio One which holds #1 for A12+ with a 11.0% share of hours tuned (up from 9.9%). The Peak debuts with a 1.0% share for A12+ and a substantial female skew. Virgin radio fell back a bit overall from last book, gaining some men and losing some women. Disappointing book for Rock101, losing ground across the board. CKNW takes a hit going from a leading 12.4% share to a 10.1% share for A12+. 103.5QM-FM is in the top spot for F25-54 with an 11.1% share (down from 12.9) followed very closely by CBC Radio One at 10.9% share. ROCK101 claims top spot with M25-54, delivering a 10.0% (down from 12.6%). For M18-34, the FOX is out front with a 14.2% share followed by the Beat at 13.6%. Females 18-34 goes to the Beat at 21.1% followed by Virgin at 14.7%. Teens overwhelmingly go the Beat at 50.2%
Calgary: CBC Radio One holds its place at the top of the heap for A12+ with a 10.8% share of hours tuned (flat with 10.8). CJAY92 claims the #1 position for M25-54 with 11.4% share of hours tuned (down from 11.6%). F25-54 goes to Lite96 with a 13.1% share of hrs. tuned (up from 11.0%). X92.9 leads the way for M18-34 with a 15.2% share (down from 19.2%). Vibe 985 courted an impressive 25.8 % share for F18-34.
In Edmonton, holding down top honours for A12+ is 630 CHED with a 13.3% share (up from 11.4% last time out). For F25-54, CISN continues an upward trend with a 17.0% (up from 15.2%). For M25-54, 630 CHED takes #1 with a 12.5% (up from 10.5%). M18-34 goes to the Bear with a formidable 28.8% share (down from 27.0%)
See summary charts belowA brief overview of share figures from the Survey One 2009 BBM courtesy of David Bray…
Toronto
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S1 2009
|
Station |
A12+ Survey 1 ’09 |
A12+ Survey 4 ’08 |
W25-54 Survey 1Â ’09 |
W25-54 Survey 4Â ’08 |
M25-54 Survey 1Â ’09 |
M25-54 Survey 4 ’08 |
|
CBC Radio Two |
2.0 |
1.9 |
1.6 |
1.5 |
.8 |
1.2 |
|
CBC Radio One |
8.9 |
9.4 |
8.2 |
8.9 |
7.2 |
7.6 |
|
AM 640 Toronto |
1.8 |
1.8 |
1.0 |
.9 |
3.2 |
2.3 |
|
Classical 96.3 FM |
5.3 |
5.0 |
2.5 |
2.2 |
1.8 |
2.1 |
| 102.1 The Edge |
3.6 |
3.5 |
2.5 |
2.4 |
6.1 |
6.4 |
|
News Talk 1010 CFRB |
5.1 |
5.3 |
1.7 |
3.0 |
2.8 |
2.8 |
|
680 News |
6.5 |
5.4 |
6.1 |
5.0 |
8.3 |
6.4 |
|
Flow 93.5 |
2.6 |
2.8 |
2.2 |
3.9 |
2.4 |
2.5 |
|
AM 740Â Prime Time Radio |
3.3 |
3.3 |
.4 |
.2 |
.3 |
.3 |
|
98.1 CHFI-FM |
10.0 |
8.4 |
11.7 |
10.6 |
6.0 |
4.4 |
|
1050 CHUM |
.7 |
1.2 |
.6 |
.9 |
.5 |
.5 |
|
104.5 CHUM-FM |
8.8 |
8.8 |
16.0 |
15.0 |
7.3 |
8.4 |
|
Z103.5 |
4.5 |
4.7 |
5.8 |
4.7 |
4.6 |
4.7 |
|
Q107 |
6.6 |
7.3 |
7.0 |
7.3 |
12.6 |
14.9 |
|
New Country 95.3 |
1.3 |
1.1 |
1.3 |
1.7 |
1.6 |
.8 |
|
92.5 Jack-FM |
2.0 |
2.3 |
2.6 |
2.5 |
4.0 |
4.5 |
|
The FAN 590 |
2.0 |
2.5 |
.2 |
.5 |
4.7 |
5.1 |
|
97.3 EZ Rock |
5.5 |
4.7 |
9.5 |
8.4 |
4.2 |
3.5 |
|
Jazz FM 91 |
1.9 |
2.2 |
.9 |
1.1 |
1.3 |
2.3 |
|
88.5 The Jewel |
1.5 |
1.5 |
.3 |
.5 |
.7 |
.3 |
|
Virgin Radio 99.9 |
4.3 |
4.1 |
6.6 |
6.2 |
4.4 |
3.7 |
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Vancouver
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S1 2009
|
Station |
A12+ Survey 1 ’09 |
A12+ Survey 4 ’08 |
W25-54 Survey 1Â ’09 |
W25-54 Survey 4Â ’08 |
M25-54 Survey 1Â ’09 |
M25-54 Survey 4Â ’08 |
|
CBC Radio One |
11.0 |
9.9 |
10.9 |
8.3 |
8.9 |
7.4 |
|
CBC Radio Two |
5.6 |
5.3 |
3.5 |
3.2 |
4.3 |
2.8 |
|
The Beat 94.5 |
7.5 |
7.0 |
8.6 |
8.5 |
5.4 |
5.0 |
|
Rock 101 |
5.3 |
6.2 |
3.8 |
4.3 |
10.0 |
12.6 |
|
99.3 The Fox |
3.8 |
3.9 |
2.1 |
3.8 |
7.4 |
6.4 |
|
TALK 1410 |
1.6 |
1.5 |
1.5 |
1.8 |
1.3 |
1.5 |
|
AM 730 Traffic |
.7 |
.6 |
.4 |
.7 |
1.1 |
.8 |
|
103.5 QM FM |
8.8 |
7.6 |
11.1 |
12.9 |
8.3 |
5.3 |
|
AM650 |
3.3 |
1.1 |
1.5 |
.7 |
1.3 |
.9 |
|
JR FM |
5.3 |
5.4 |
7.9 |
6.5 |
3.4 |
5.0 |
|
FM 104.9 |
3.9 |
3.6 |
4.6 |
4.3 |
3.2 |
2.1 |
|
96.9 Jack FM |
6.1 |
6.3 |
9.5 |
8.3 |
8.6 |
10.7 |
|
CKNW |
10.1 |
12.4 |
2.8 |
3.7 |
5.2 |
9.8 |
|
100.5 The Peak |
1.0 |
|
1.6 |
|
.8 |
|
|
The Team 1040 |
4.0 |
3.4 |
1.3 |
.6 |
8.5 |
7.7 |
|
News 1130 |
5.6 |
5.4 |
6.3 |
4.4 |
5.5 |
6.5 |
|
Virgin Radio 95.3 |
4.6 |
4.8 |
9.1 |
10.9 |
4.3 |
2.6 |
|
Praise 106.5 |
1.4 |
1.9 |
2.6 |
3.1 |
1.1 |
1.6 |
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Calgary
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S1 2009
|
Station |
A12+ Survey 1 ’09 |
A12+ Survey  ’08 |
W25-54 Survey 1Â ’09 |
W25-54 Survey 4Â ’08 |
M25-54 Survey 1 ’09 |
M25-54 Survey 4Â ’08 |
|
CBC Radio One |
10.8 |
10.8 |
6.1 |
8.4 |
8.0 |
8.1 |
|
CBC Radio Two |
3.2 |
2.8 |
3.3 |
1.8 |
2.0 |
1.2 |
|
The Fan 960 |
3.2 |
2.8 |
1.0 |
.7 |
7.2 |
5.0 |
|
X92.9 |
3.7 |
4.7 |
2.8 |
3.7 |
4.8 |
9.4 |
|
660 News |
3.0 |
2.7 |
2.9 |
2.0 |
3.1 |
3.1 |
|
Q107 |
3.3 |
3.5 |
1.4 |
3.3 |
6.2 |
5.0 |
|
Fuel 90.3 |
1.8 |
1.9 |
2.0 |
2.5 |
3.3 |
2.8 |
|
XL 103 |
5.5 |
5.1 |
6.8 |
6.5 |
5.1 |
5.8 |
|
Lite 96 |
8.2 |
7.1 |
13.1 |
11.0 |
4.8 |
3.2 |
|
QR 77 |
9.1 |
10.0 |
3.5 |
4.2 |
7.5 |
10.8 |
|
Vibe 985 |
9.1 |
7.5 |
11.8 |
8.7 |
6.6 |
4.8 |
|
The New 97.7 |
3.3 |
3.4 |
5.5 |
6.3 |
2.3 |
2.5 |
|
CJ 92 |
5.9 |
6.5 |
5.1 |
4.8 |
11.4 |
11.6 |
|
Energy 101.5 |
3.9 |
2.6 |
7.2 |
4.5 |
2.5 |
1.4 |
|
96.9 Jack FM |
5.7 |
5.1 |
7.0 |
8.5 |
8.3 |
6.7 |
|
Classic Country AM1060 |
2.0 |
3.0 |
.5 |
.8 |
.6 |
1.0 |
|
Country 105 |
7.6 |
8.8 |
9.0 |
9.6 |
5.3 |
6.0 |
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Edmonton
% Share of Hours Tuned
(Mon.-Sun, 5a-1a)
Source: BBM S1 2009
|
Station |
A12+ Survey 1 ’09 |
A12+ Survey 4 ’08 |
W25-54 Survey 1Â ’09 |
W25-54 Survey 4Â ’08 |
M25-54 Survey 1Â ’09 |
M25-54 Survey 4Â ’08 |
|
9.2 |
7.1 |
7.7 |
5.8 |
8.3 |
5.7 |
|
|
CBC Radio Two |
2.7 |
2.3 |
2.3 |
.9 |
1.4 |
1.5 |
|
The Bear |
6.8 |
9.6 |
7.6 |
5.0 |
10.6 |
19.1 |
|
790 CFCW |
6.9 |
6.6 |
1.8 |
2.2 |
1.4 |
.4 |
|
EZ Rock 104.9 |
8.5 |
7.8 |
12.3 |
11.5 |
5.3 |
3.5 |
|
Team 1260 |
1.2 |
1.5 |
.2 |
.2 |
2.9 |
3.8 |
|
The Bounce |
8.9 |
9.2 |
11.5 |
10.9 |
8.1 |
6.7 |
|
Sonic 102.9 |
4.6 |
4.8 |
3.3 |
4.9 |
6.6 |
6.2 |
|
630 CHED |
13.3 |
11.4 |
5.0 |
5.0 |
12.5 |
10.5 |
|
Magic 99 |
2.9 |
1.7 |
3.1 |
2.2 |
2.7 |
1.0 |
|
iNews 880 |
1.1 |
1.0 |
.6 |
.6 |
1.1 |
.7 |
|
97.3 K-Rock |
4.2 |
4.4 |
2.8 |
4.4 |
8.6 |
8.3 |
|
CISN Country 103.9 & 104 |
8.8 |
10.6 |
17.0 |
15.2 |
5.2 |
8.7 |
|
92.5 Joe-FM |
5.1 |
6.1 |
9.0 |
13.2 |
6.4 |
6.6 |
|
96.3 Capital FM |
4.8 |
6.4 |
6.4 |
9.5 |
5.0 |
5.8 |
|
CKUA |
3.1 |
3.0 |
2.1 |
2.1 |
3.6 |
3.6 |
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David Bray is Sr. Vice President of Hennessy & Bray Communications.
Feel free to forward questions and inquiries: Â Phone:Â (416)431-5792
E-mail: davidbray@sympatico.ca
Web site: hennessyandbray.com
