Little changes for Montreal radio

"Reach" (listening at least one minute a week), in thousands, for Montreal radio stations.

"Reach" (listening at least one minute a week), in thousands, for Montreal radio stations.

Astral Media, which owns CJFM (Virgin Radio 95.9), CITE (Rock Détente 107.3), CKMF (Énergie 94.3), CHOM (97.7) and CJAD (800), has put together some graphical representations (PDF) of the latest ratings for Montreal radio stations. (via RadioInMontreal)

In terms of “reach”, which counts the same if you listen to a station for five minutes or six hours, Cogeco’s CFGL Rythme FM 105.7 still leads all others in the city, thanks mostly to huge numbers of female listeners (CKOI leads among young men) and CJFM has leapfrogged into second thanks, I guess, to non-stop Katy Perry and Lady Gaga that have put the 18-24 bracket in a trance. Otherwise, the rankings are about the same as they were three months ago.

Anglo market share: CJFM, CHOM, CFQR, CJAD, CKGM

Anglo market share: CJFM, CHOM, CFQR, CJAD, CKGM

On the anglo side, this “commercial market share” graph (which doesn’t include CBC – Radio One and Two would be fourth and fifth on this graph), CJFM holds its commanding lead among adults 18-49, with a stronger showing for its morning show (CBC Radio One says it’s a strong second in the morning, ahead of CJAD)

Demographic map of radio stations: X axis for age, Y axis for gender

Demographic map of radio stations: X axis for age, Y axis for gender

I particularly liked this chart, which shows what demographics the stations are tuned to. There’s a huge chunk in the older women category, while the rock stations appeal to younger men. Note CJFM and CFGL sitting pretty much alone targetting younger women listeners. Perhaps there’s a lesson there.

Q92 relaunch didn’t change much

Looking specifically at CFQR, because this is a pretty good before-and-after with their relaunch in April, there’s not much to say. They’ve improved, but only to keep pace with everyone else:

  • The morning show and Terry DiMonte’s phoned-in nooner have slightly improved numbers, perhaps showing that not doing anything is the best thing to do (UPDATE: Apparently not good enough, DiMonte’s show has been cancelled)
  • Late morning and early afternoon are failing to keep pace after shuffles
  • Adding Donna Sarker to Ken Connors’s afternoon drive-time show has helped it gain considerable ground on CJFM, but CHOM improved as well to stay in second
  • It’s the most improved of the big four anglo stations on the weekend (Leta Polson hosts on weekend afternoons), but it’s still in fourth place

4 thoughts on “Little changes for Montreal radio

    1. AP

      Hmmm…Andrew Carter, Tommy Schnurmacher, Ric Peterson, most of the Sunday ho9sts…all sound male to me. I’ve heard a few females doing traffic and Kim Fraser at noon. Olga $ Lori are gone; I think trudie Mason is stil there but does news during Andrew’s show but hasn’t had own show since she & Kevin were cancelled. Sooooo where are you hearing these women; “all of the hosts”?

      Reply

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