BBM 2006:s4 - Radio ad spend up, ratings sizzling hot

National radio sales for the first quarter of 2007 have broken a record for Canadian Broadcast Sales (CBS), the national sales firm representing about 60% of the country's private stations. Sales levels for the quarter measured as the medium's highest-ever total revenue, having risen by 8.2% over the same period last year. Ontario experienced a broadly-based 26.2% increase, while B.C. and Alberta maintained consistent single digit growth. Markets like Saskatchewan and Manitoba were disappointing, while Toronto's 19.3% growth captured 42% of new revenue dollars.

The top five Q1 major growth categories on 322 stations represented by CBS in 128 markets were: Internet/Technology (298%); Insurance (98.3%); Restaurant/Fast Food (73.2%); Computers & Software (66%); and Movies/Media/Entertainment (33.4%). The top five national categories captured 55.2% of all spending. Retail spent $7.2 million (17.7%); Automotive/Auto Aftermarket $6.3 million (15.6%); Telecommunications $3.7 million (9.2%); Financial $2.6 million (6.4%); and Restaurant/Fast Food $2.5 million (6.3%). Restaurant/Fast Food is the only new top five category this quarter powered by its strong growth numbers.

The leading A25-54 demographic showed some weakness for the first time in a number of quarters losing over 4% of its share, with a 48.1% total. Women in that age bracket made up most of this ground, moving to second place with a 12% share. Adults 18-49 (9.6%), men 18-34 (5.2%) and adults 25-49 (3.5%) rounded out the top five demos.

As to how the individual markets and stations fared, here's the BBM survey four (September 4 - October 29) ratings analysis by broadcast industry pundit David Bray.

Toronto: A great book for CHFI-FM, earning bragging rights at the top of the ratings heap with a 9.1% share (up from 8.6%) of hours tuned for Adults 12+. An excellent book for CBC Radio One with a 7.3% share (up from 5.8%) for A12+. CHUM-FM continues to lead the way for females 25-54 with a 15.0% share (down from 17.4%). CHFI-FM is solidly in the #2 position for that demo with an 13.4% share (up from 11.8%). A good showing for EZRock 97.3, delivering a 9.9% share (up from 8.8%) for females 25-54. Q107 remains a strong #1 with males 25-54, posting a 13.7% share (down from 14.6%). The Edge held their #1 position with M18-34 turning in a 15.2% share.

Vancouver: CKNW held onto their lead, remaining #1 for A12+ with a 10.5% share of hours tuned (down from 10.7% last time out). A very nice book for CBC Radio One, boasting a 9.0% share for A12+ (up from 7.1%). 103.5 QM-FM retained the #1 F25-54 position with a 14.8% share (down from 16.6%). A tight race in the M25-54 category with #1 going to JACK-FM at 12.2% (down from 15.5%) share followed by Rock101 at 11.4% (up from 10.2 %). The FOX stays on top of M18-34, delivering a 19.7% share of hours tuned (down from 21.9%).

Winnipeg: CJOB extended its lead with an impressive 18.4% share of hours tuned for A12+ (up from 16.2%). CBC gained the #2 spot with a 9.7% share (up from 6.6%). A nice book for Hot 103 which leapt into the lead for F25-54 with a 14.3% share of hours tuned (up from 13.5%) followed closely by. Q94-FM and its 13.1% share (up from 11.1%). A few strong competitors for M25-54: Power 97 with 15.4% share (up from 14.0%); 92CITI-FM with 12.4%; and CJOB at 12.3%.

Montreal: A tight race at the top as 105.7 Rythme FM leads the way with a 10.5% (down from 11.5%) share of hours tuned A12+, followed by Energie 94.3 at 10.9% (up from 9.8%) and Rock Détente 107.3 at 9.0% (up from 7.8%). The F25-54 race is also tightening up with 105.7 Rythme FM leading the way, delivering a 15.4% share (down from 16.9%) followed by Rock Détente 107.3 at 13.3%(up from 12.3%) and Mix 96 at 11.5%(up from 8.7%). A great book for Energie 94.3, taking top spot with M25-54, posting a 16.0 (up from 13.6%). For Montreal Anglo, CHOM-FM holds down the top spot for M25-54 with a 25.2% share of hrs. tuned (up from 24.8%) while F25-54 features Mix 96 boasting a great performance with a 34.6% share (up from 28.7%) followed by Q92 at 28.2% (up from 27.8%). For Montreal Franco, Energie 94.3 holds down the top spot for M25-54 with a 20.5% share of hrs. tuned (up from 27.2%) while F25-54 has 105.7 Rythme FM delivering a 19.8% share (down from 20.9%).

Calgary: A very close race. Country 105 remains on top of A12+ with a 12.7% share of hours tuned (up from 13.7%) closely followed by CJAY92 at 12.4%. CJAY also retained the #1 position for M25-54 with 19.5% share of hours tuned (down from 21.1%). Another tight race for F25-54 with Country 105 in at a 17.2% share and Lite 96 at 17.0% (up from 14.5%).

In Edmonton, CHED takes over top honours for A12+ with an 11.5% share (up from 10.6% last time out). For F25-54, EZ Rock 104.9 leads the way with a 15.1% share (up from 14.1%), followed closely by CISN-FM at 14.3% and 92.5 Joe-FM at 14.0%. For M25-54 with 97.3 K-Rock is #1 with a 15.6% (up from 12.5%) share followed by the Bear at 13.8% (up from 11.8%). The Bear continues to dominate M18-34 with a 27.9% share of hours tuned (up from 21.4% last time out).

Ottawa-Gatineau: CBC Radio One extends its lead with an 11.2% share of hours tuned for A12+ (up from 9.2 %). CHEZ 106 continues to leads the way with M25-54, delivering 12.8% share of hours tuned. For F25-54, Rock Détente 94.9 delivers big time with a 15.0% share (up from 9.5%) followed by Majic100's 11.8% share (down from 13.4%). 106.9 The Bear posted some nice gains with M18-34, delivering a market topping 17.2% share (up from 13.6).

By Media in Canada Staff and David Bray