Numeris released its spring radio ratings report for diary markets today, and it’s really bad news for Quebec City’s controversial talk station CHOI-FM. It goes from having a 17.7% market share last fall to only a 9.5% share this spring, dropping from first to fourth in the market.
The top three stations are tight, with CJMF-FM (FM93) having a 15.5 share, followed by CBV-FM (Première Chaîne) at 14.5, and CITF-FM (Rouge) at 14.1.
Looking deeper into the numbers suggests it’s not that Quebec City radio listeners are tuning away from CHOI-type programming, but rather that other stations are using that very style of talk to lure away listeners. In particular, NRJ’s decision to hire away CHOI star Stephan Dupont made a big difference, more than doubling NRJ’s morning show audience and cutting CHOI’s noon-hour show’s audience by half.
The FM93 show with Eric Duhaime and Nathalie Normandeau also managed to create a boost and more than double its audience for the noon hour.
Most of the music stations have about the same share as they did before. Bringing up the rear is CBC Radio One, which registers a 0.7% share, much higher than the 0.2% share of last fall, but the margin of error is too big to draw conclusions from that.
Sherbrooke: Bell Media still dominates
Not much change in Sherbrooke, though CITE-FM-1 (Rouge) has edged CIMO-FM (NRJ) in market share, with 21.9 to 19.9, respectively, and CKOY-FM (fm 107.7) has climbed well above CFGE-FM (Rythme) for fourth place behind Première Chaîne. Rouge and NRJ are both owned by Bell, and Rythme and 107.7 are owned by Cogeco.
Trois-Rivières: Status quo
Rythme FM (CJEB-FM) is still the top station here, now up more than five points on its nearest rivals, CIGB-FM (NRJ) at 15.6, and CHEY-FM (Rouge) at 14.7. Première Chaîne follows the at 9.6, then Cogeco talk station 106.9 fm (CKOB-FM) at 6.2 and the Bécancour independent station CKBN-FM at 5.2.
Saguenay: Rythme format is working
In Saguenay, there’s little change for the top stations: Rouge (CFIX-FM) at 25.3, NRJ (CJAB-FM) at 20.6, KYK Radio X (CKYK-FM) at 13.2, and Première Chaîne (CBJ-FM) at 9.8. But the transformation of Attraction Radio’s CKRS-FM from a talk station to a Rythme FM affiliate (and change of callsign to CILM-FM) brought its share up from 6.8 to 8.9. It still has a way to go, but it’s headed in the right direction.
Ottawa-Gatineau: Both country stations lose audience
On the English side, the numbers worth analyzing are for the country music stations. Bell Media’s CKKL-FM went from Bob to New Country 94 last November. But its market share nevertheless dipped from 3.3 to 2.7, about the same as it was last spring. Its direct competitor, Rogers’s CKBY-FM (Country 101) in Smiths Falls, saw a greater ratings drop, from 6.7 to 4.2.
On the franco side, Rouge FM (CIMF-FM) is still king with a 24.4 rating, followed by Première Chaîne at 15.5. They’re followed by NRJ (CKTF-FM) at 9.4 and Cogeco’s talk station CKOF-FM at 8.2. All other stations are below 5, including CHLX-FM , whose affiliation to the Rythme FM network hasn’t had much of an impact on its share.
The next report for PPM markets, including Montreal, will come out on June 11.