Continuous Measurement?

Today marks a new beginning in the world of diary measurement. Let’s take a look.

Continuous measurement? Well, not exactly. All but the smallest markets (basic) will now be measured for a period covering 48 weeks of the year. During those 48 weeks, markets will be surveyed every other week. Four weeks at the end of December and the beginning of January are not measured.

It seems the term “continuous” is used in order to keep pace with their larger market (PPM) brethren.

Is this a good development? Yes. This seems like a good compromise with a variety of benefits. We are now able to cover a broader time frame in a way that should serve to limit unpredictable bounces.

All but the basic markets will now have 2 releases each year, Spring and Fall. That is a substantial benefit for the markets which previously had only a Fall book. If a station had a bad bounce in the Fall, they had to wait a year for a correction.

Each surveyed household will be limited to one week per year, assuring broader coverage.

This as compared to PPM methodology which surveys the same people week after week.

I will discuss the controversial aspects of PPMmarkets in a future article.

The controversial aspect of today’s release is the fact that it deviates this new approach.

This book will blend random results from the last available survey with the 6 weeks of “continuous measurement” data in Fall 2019.While less than desirable, this is a one-time anomaly which was necessary in the transition to the new methodology. As such, we can’t really trend this book with the last release. We’ll save that for the Spring book.

 For now, let’s take a look at five market results from this book.

Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One which is waaay out in front delivering a 14.9% share for A12+. Hot 89.9 grabs the #1 spot with ladies 25-54 delivering a 12.7% share.  CBC Radio One holds the #1 spot for males 25-54, posting an 11.4% share followed by 106.1 CHEZ at 9.0% . CHEZ leads the way for M18-34 with an 13.5%. For F18-34, Hot 89.9 leads, posting an impressive 22.2% share.

Winnipeg: CBC Radio One grabs the #1 spot for A12+ with a 14.3 % share of hours tuned.  Taking the top spot for F25-54 was 103.1 Virgin, posting an 12.4% share followed. 92 CITI grabs the lead for M25-54 listeners, delivering a 13.5 % share.  92 Virgin is out in front for M18-34 with a 24.1 % share of hrs. tuned followed by Q104 at 21.5%. When it comes to Females 18-34 Virgin Radio takes top spot posting a 23.7 % share.

Halifax:  CBC Radio One Radio takes #1 with A12+, posting an 19.2% share of hours tuned. C100 Radio takes top spot for F25-54, delivering an 16.6% share. Q104 tops the list for M25-54 with a 23.6 % share. For M18-34, SONIC leads the way posting a 16.2% followed bv the BEAR with 15.1%. Virgin led with F18-34 delivering a 24.1%.

Hamilton: For originating stations……..102.9 K-Lite leads the way for A12+ with an 8.8%. K-Lite is popular with the ladies, taking #1 spot for F25-54 delivering an 13.5% share.  For M25-54, Y108 rules with an 8.2%. Y108 also takes top spot for M18-34 delivering a 16.8%. KX 94.7 steps up and out front for F18-34 posting a 15.9 % share.

Victoria:  CBC Radio One is #1 for A12+ with a 20.0% share. CBC Radio One is tops with the ladies, taking #1 spot for F25-54 delivering a 16.1 % share followed by Ocean 98.5 with 15.1%. For M25-54 The Q is on top at 19.2% share followed by the Zone with 16.5%. For M18-34 The Zone leads with 20.9% followed by the Q at 19.5%. Ocean 98.5 is #1 with F18-34 posting a 23.1%.