BBM 2009:s2 - Analysis: Survey 2 2009 BBM Overview

Written by David Bray on 29 May 2009.

We are inching closer to a new era of audience measurement and a completely new mindset in regards to ratings. This fall PPM will officially arrive in Calgary, Edmonton, Vancouver and Toronto, providing continuous measurement in those markets and replacing diary numbers as the trading currency for programmers and advertisers. 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 to CBC Radio with a 10% share of hours tuned for A12+ (up from 8.9%) followed by CHFI-FM with a 9.2% (down from 10%).

CHUM-FM is experiencing what has become a downward trend, posting a respectable 8.1% against A12+ (down from 8.8%). CHUM-FM continues to lead the way for females 25-54 with a 15.1% share (down from 16%) followed by CHFI-FM with 13% share (up from 11.7%). Q107 is once again on top for males 25-54, posting a 13.4% share (up from 12.6%). The Edge increased their lead with M18-34 turning in an 18.3% share (up from 14.8%). CHUM-FM grabbed top spot for females 18-34, delivering a 17.7% (up from 14.7%) followed by Z103.5 with a 13.8% share (down from 14).

For its part, Astral Media Radio Toronto Stations have grown in hours tuned against Adults 18-54 (commercial central market) from a 19% share to 20.5%.

Vancouver: CBC Radio One holds #1 for A12+ with a 12.4% share of hours tuned (up from 11%). Coming in at #2 is CKNW with a 10.7% share (up from 10.1). The Peak, in its second book, posted a 1.9% share for A12+ (up from 1) and a substantial female skew. They delivered a 3.5% share for F25-54 (up from 1.6%) and a 2.7% share for M25-54 (up from .8). A nice bounce back was delivered by Rock101, with a 6.4 % share for A12+ (up from 5.3%). The top spot for F25-54 went to 103.5QM-FM, with an 11.1% share (the same as the last book) tied with Virgin Radio also at 11.1% (up from 9.1). ROCK101 claims top spot with M25-54, delivering an impressive 13.5% (up from 10%). For M18-34, The Beat is out front with an 18% share (up from 13.6%) followed by the FOX at 14.7% (up from 14.2). Females 18-34 go to The Beat at 19% (down from 21.1%), followed by Virgin at 14.6% (down from 14.7%). Teens overwhelmingly go The Beat at 53.3% (up from 50.2).

Calgary: QR77 grabs a place at the top of the heap for A12+ with a 9.5% share of hours tuned for A12+ (up 9.1), followed closely by Vibe 98.5 at 9.3% (up from 9.1). CJAY92 strengthens it hold on the #1 position for M25-54 with 15% share of hours tuned (up from 11.4%). F25-54 goes to Vibe 98.5 with a 12.5% share of hours tuned (up from 11.8%). CJAY92 leads the way for M18-34 with a 19.7 followed closely by X92.9 with a 16.5%. Vibe 985 courted an impressive 26.4% share for F18-34 (up from 25.8%).

In Edmonton, holding down top honours for A12+ is 630 CHED with an 11.4% share (up from 13.3% last time out). For F25-54, EZRock leads the way with 14.5 (up from 12.3). For M25-54, The Bear takes #1 with a 14.7% (up from 10.6%) and M18-34 also goes to The Bear with a formidable 22.3 share (down from 28.8%).

Winnipeg: CJOB kept its grip on its leadership position with a 17.6% share of hours tuned for A12+ (up from 15.6%). HOT 103 takes F25-54 posting a 14.8% share (down from 17.4%). As to M25-54, the #1 position goes to CITI-FM with a 16.4% share (down from 18.4) followed closely by Power 97 posting a 15.9% (down from 13.8%). Power 97 continues to dominate M18-34 with a 26% share of hours tuned.

Ottawa-Gatineau: CBC Radio One takes hold of the #1 position for A12+ with a 13% share (up from 11.7%). CHEZ106 continues to lead the way with M25-54, delivering 11.9% share of hours tuned (down from 12.3%). For F25-54, Majic 100 tops the list with a 12.9% share (up from 11.4%).

(Published in "Media in Canada")