Numeris Overview: DIARY Ratings - Fall 2025

Today, we look at the Fall Radio Ratings in the Diary markets. As I previously reported, 56 diary markets were discontinued, leaving us with our current 22, reporting the central area only. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary. 

Labour disruptions at Canada Post resulted in delays in delivering and returning survey materials, which directly impacted the sample. Today’s Numeris release covers the period of Sept. 15, 2025 to Dec. 9, 2025. Samples from previous releases were borrowed for all markets. 

As I mentioned in my last column, significant methodology changes may be on the horizon. Numeris is looking at replacing diaries with a different approach. They are currently exploring alternative methods for measuring radio markets, including hybrid approaches and a test initiative with StatsRadio. A pilot version of this solution is slated to run in parallel with the standard spring diary ratings.  

That would leave us with three different approaches, one each for Numeris (previously diary) markets, the smaller radioCount markets and the larger PPM markets. Not to mention all of the formerly diary markets that were dropped by Numeris and left without measurement. All of this will undoubtedly result in very significant changes in the way radio is bought and sold. 

It is worth mentioning that AM/FM radio reached 80% of Canadians 25 to 54 (and 79% of A12+) in diary markets. This fall, 38% of adults 25 to 54’s listening occurred in their vehicles, 32% of listening was done in the home, 28% of listening took place at work, while 2% took place elsewhere.

Canadians 12+ in top markets spend an average of 12.9 hours per week listening to the radio.

In Quebec markets, the 12+ reach is 82% while the A25-54 is 86%. Quebecers 12+ spend 15.1 hours per week listening to the radio.

Now, let’s take a look at 5 sample markets from the latest Numeris release.

Winnipeg: CBC Radio One grabs the #1 spot for adults with a 14.3 % share of hours tuned (down from 14.8%), followed by CJOB with 13.1 % (down from 13.4%).  Top spot for women 25 to 54 goes to QX104 Country with a 14.9 share of hrs. tuned (up from 11.0 %), followed by 103.1 KISS 102.3 at 10.1%.  For Men 25 to 54 listeners, 92.1 CITI-FM is tops with a 14.0 % (down from 16.1%).  QX Country heads the list for men 18 to 34 with a 14.9 % share followed by CITI-FM at 14.5%. For women 18 to 34, the favourite is QX Country with 23.3 % (up from 15.0 %) followed Energy 106 with 12.9 %.

Halifax:  CBC Radio One takes #1 with adults, posting an impressive 23.3 % share of hours tuned (up from 21.0 %). CBC Radio One takes the top spot for women 25 to 54, delivering a 16.8 % followed by Virgin at 14.3 %. CBC Radio One tops the list for men 25 to 54 with a 17.6 % share, followed by Q104 with a 14.0% share. For men 18 to 34, CBC Radio One is out in front with 19.5 % followed by Q104 at 14.4% (down from 31.4%). When it comes to women 18 to 34, Virgin takes top spot with a large lead, posting an impressive 35.5 % share (down from 39.0%)

Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front, delivering a 21.3 % share for adults (down from 21.7 %). CBC Radio One grabs the #1 spot with women 25 to 54 delivering a 15.0 % share, followed by Hot 89.9 with 10.7%. CBC Radio One holds the #1 spot for men 25 to 54, posting a 14.9 % share, followed by Hot 89.9 at 7.6 %. CBC Radio One boasts a lead for men 18 to 34 with a 14.6 % share of hours tuned, followed by Hot 89.9 with 11.4%. For women 18 to 34, Live 88.5 has a lead, posting an 16.6 % share.

Quebec City: CHOI 98.1 leads the way for adults with an 18.1 % share of hrs. tuned (up from 17.4%). WKND 91.9 is popular with females, taking #1 spot for women 25 to 54 delivering an 18.6 % share.  For men 25 to 54, CHOI is on top with a 30.8 % (down from 32.5%). CHOI also takes top spot for men 18 to 34, delivering a 27.0 % (down from 32.1%). WKND 91.9 takes the lead for women 18 to 34, posting a 16.4 % share tied with FM93 CJMF also at 16.4%.

Victoria:  CBC Radio One is #1 for A12+ with a 26.2 % share (up from 24.8%). CBC Radio One is tops with females, taking #1 spot for women 25 to 54 delivering a 21.5% share followed by the Zone at 13.8%. For men 25 to 54 The Zone is on top at 21.6% (up from 19.6%) share followed by the Q with 13.6%. For men 18 to 34 The Zone leads with 26.8 % followed by the Q with 15.0 %. For women 18-34, the leader is Virgin, posting a 39.8 % followed by the Q at 24.2 %.