Numeris Overview: DIARY Ratings - Spring 2024
As I previously reported, 56 diary markets were discontinued by Numeris, leaving us with our current 22, reporting central area only. radioCount, using a different methodology, has recently released their April/Spring book surveying 4 different markets while 22 markets are reported in the Fall. All 2 Numeris markets were measured using continuous measurement using the Online Radio Diary radioCount uses individual recruitment, while Numeris uses household recruitment. Today’s Numeri release covers the period of May 1st, 2023 to April 28th, 2024.
It is worth mentioning that, in these markets, radio reached 81% of A12+ and 82% of adults 25 to 54 In Quebec, weekly reach is at 84% for A12+ and 88% for A25-54. This spring, 38% o Adults 25 to 54’s listening occurred in their vehicles, flat with Fall 2023. In-home tuning, now at 34% has increased 1 percentage point from the previous fall. Canadians 12+ in the top markets spent a average of 13.3 hours per week listening to radio. Quebecers 12+ spend 15.9 hours per week listening t radio.
Numeris encountered a problem when recruitment calls were labelled as “likely spam” which led to a increase in call avoidance. The result was lower respondent engagement than expected for the Sprin Radio Diary release. As a result, 12 markets include samples from previous releases for Spring 2024.
On a personal note, my very good friend Bob Mackowycz passed away unexpectedly yesterday. Bo was a radio legend and one of the best human beings I have ever known. It was an honour to cal him my friend.
Now, let’s look at 6 sample markets from the latest Numeris release.
Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in
front delivering an 19.1% share for adults (up from 18.7%). CBC Radio One grabs the #1 spot with
women 25 to 54 delivering a 12.4% share followed closely by Hot 89.9 with 11.6%. CBC Radio One
holds the #1 spot for men 25 to 54, posting a 13.6% share followed by CHEZ 106 at 7.7%%. CBC
Radio One boasts a lead for men 18 to 34 with a 13.6% share of hours tuned followed by CHEZ106
with 10.0%. For women 18 to 34, Hot 89.9 has a solid lead, posting a 13.9% share.
Winnipeg: CBC Radio One grabs the #1 spot for adults with a 14.1% share of hours tuned followed by
CJOB with 13.7%. Top spot for women 25 to 54 goes to Bounce 99.9 at 13.3% followed by QX104
Country with a 11.5% share. For Men 25 to 54 listeners, 92.1 CITI-FM is tops with a 13.8 %. 92.1
CITI-FM Virgin Radio heads the list for men 18 to 34 with a 15.4%. For women 18 to 34, the favourite
is Bounce with 13.3%
Halifax: CBC Radio One takes #1 with adults, posting an impressive 19.6% share of hours tuned.
Virgin takes top spot for women 25 to 54, delivering a 13.7%. Q104 tops the list for men 25 to 54 with
a 18.5%. For men 18 to 34, Virgin takes the lead with 20.4%. When it comes to women 18 to 34 Virgin
takes top spot with a large lead posting a 20.8% share.
Quebec City: CHOI 98.1 leads the way for adults with a 15.3% share of hrs. tuned. WKND 91.9 is
popular with females, taking #1 spot for women 25 to 54 delivering an 28.5 % share. For men 25 to
54, CHOI is on top with an 31.2 % CHOI also takes top spot for men 18 to 34 delivering a 24.0%.
WKND 91.9 also takes the lead for women 18 to 34 posting a 33.7% share.
Victoria: CBC Radio One is #1 for A12+ with a 22.0% share (up from 21.8 %). The Zone is tops with
females, taking #1 spot for women 25 to 54 delivering a 15.4 % share. For men 25 to 54 The Q is on
top at 16.8% share. For men 18 to 34 The Q leads with 25.8 % followed by the Zone with 15.0%. For
women18-34 the leader is the Zone posting a 19.0 % followed by the Q at 14.7 %.