Montreal radio ratings: The Beat gaining on Virgin

Numeris released its spring quarterly ratings report for metered markets this week, of which Montreal is one. The numbers for Montreal’s English market show little change from what we’ve seen for several years now: CJAD leads among all listeners, while Virgin Radio leads among adults age 25-54.

But digging a bit deeper into the numbers by Numeris and research from Bell Media Sales, there are a few things worth noting.

  • Virgin is losing young listeners. Among adults 18-34, Virgin dropped from 40% to 32%, putting it in a dead heat with The Beat.
  • CHOM is now #2 among adults 25-54. It’s tight, but CHOM edged out The Beat to take second place behind Virgin among this advertiser-friendly demographic. But only four percentage points separates Virgin (27%) from The Beat (23%)
  • Virgin is ahead because of men. Virgin and The Beat are neck and neck among women 25-54, but Virgin beats The Beat by five points among men 25-54. The Beat pulling ahead among women would be a big selling point to advertisers.
  • Mornings: Virgin dropped to third place from first in the 6am-10am time slot (adults 25-54). The Beat is well behind the three Bell Media stations, which may have been a factor in the station’s decision to drop Sarah Bartok.
  • Daytime: The Beat is still tops 9-5, but Virgin has dropped below CHOM in third place, losing between 20% and 30% of its average-minute audience since fall.
  • Afternoon drive: This was a good ratings book for Aaron Rand, who climbed CJAD into second from fourth in the 4-7pm block among adults 25-54. Not so great for Mitch Melnick and TSN 690, which lost 40% of its 25-54 audience since fall, probably at least in part because of the Canadiens’ poor season.
  • Weekends: Virgin is still way ahead here.

Naturally, both Virgin and The Beat declared victory, with The Beat boasting about its 2+ rating and high numbers from 9-to-5, and Bell Media boasting about Virgin’s 25-to-54 demo lead and the fact that it owns four of the five stations in this market.

More francophones than anglophones

Numeris’s charts split the audience into French and English markets, but Virgin, The Beat and CHOM all have more francophone listeners than anglophones. When you add up the two languages, these are the average-minute audiences for the stations in Montreal:

  • The Beat: 19,900 (8,800E + 11,100F)
  • Virgin: 17,100 (8,300E + 8,800F)
  • CJAD: 16,300 (15,100E + 1,200F)
  • CHOM: 14,800 (6,900E + 7,900F)
  • CBC Radio One: 3,700 (3,200E + 500F)
  • TSN 690: 2,000 (2,000E + 0F)
  • CBC Radio Two: 1,300 (800E + 500F)

And if you add in the French stations:

  • CHMP 98.5: 38,100 (500E + 37,600F)
  • Rythme FM: 36,500 (1,200E + 35,300F)
  • The Beat: 19,900 (8,800E + 11,100F)
  • Rouge FM: 18,900 (600E + 18,300F)
  • Virgin: 17,100 (8,300E + 8,800F)
  • CJAD: 16,300 (15,100E + 1,200F)
  • ICI Première: 15,300 (400E + 14,900F)
  • CKOI: 15,100 (700E + 14,400F)
  • CHOM: 14,800 (6,900E + 7,900F)
  • Énergie: 9,400 (500E + 8,900F)
  • CJPX Radio Classique: 5,600 (800E + 4,800F)
  • ICI Musique: 4,200 (100E + 4,100F)
  • CBC Radio One: 3,700 (3,200E + 500F)
  • 91.9 Sport: 2,400 (0E + 2,400F)
  • TSN 690: 2,000 (2,000E + 0F)
  • CBC Radio Two: 1,300 (800E + 500F)
  • CKAC Circulation: 300 (0E + 300F)
  • CHRF 980: 100 (0E + 100F)

 

Not only does The Beat have more listeners on average than any other anglophone station, it has more listeners on average than all but one of the francophone music stations as well. (Virgin can crow about its larger reach, breaking 2 million, but someone tuning in a minute or two a month isn’t very valuable, I’d think. And besides, The Beat has a slightly higher reach on a weekly basis among anglophones.)

CHMP 98.5 is still at the top, and its average minute audience of 38,100 continues to make it the most popular radio station not only in Montreal but in Canada. The highest-rated station in Toronto, CHFI-FM, has an overall AMA of 27,400. Most other markets don’t have a station above 10,000.

La Presse and the Journal de Montréal focused on drops for Radio-Canada’s ICI Première and morning man Alain Gravel, while Le Devoir picks a few highlights. La Presse notes that Paul Arcand at 98.5 has an average minute audience of 83,440 (and that’s down significantly), and that all 10 of the most listened-to shows on radio in Montreal are either at 98.5 or Rythme FM.

The news isn’t all bad for Radio-Canada, though. Its weekend evening show La soirée est encore jeune is its most popular among adults 25-54, beating even its weekday morning show.

At the bottom of the ratings, CKLX-FM, now 91.9 Sport, seems to be slowly finding its footing, going up from a 0.9% share to a 1.4% share in the past year. Radio Circulation CKAC is still down in the dumps, mainly because of its repetitive format that no one will listen to for more than a few minutes. But even if you judge it by its daily reach (how many people tune in for at least a minute a day), it’s pretty poor. More francophones will check in with CJAD once a day than this station.

And dead last again is CHRF 980 AM, which abandoned Radio Fierté last year after barely trying it out, and now seems to have adopted a French version of owner Evanov Radio’s Jewel easy-listening format. Its schedule shows it’s bringing back live morning and afternoon programming, and has a weekly show for the LGBT community on Saturday evenings. They’ll need more than that, and some serious marketing, if they hope to make a dent in the ratings.

14 thoughts on “Montreal radio ratings: The Beat gaining on Virgin

  1. Lorne

    Judging by the ratings I would say that Anglophones only like to listen to their sports in English and Francophones only like to listen to their sports in French.

    Reply
  2. Brett Morris

    If CHRF 980 can’t do well in the ratings, maybe they should ask the CRTC to convert into an English station.

    There are to many French Adult Contemporary stations. Maybe if converted to English a classic hits station would do better this time.

    Reply
    1. Fagstein Post author

      If CHRF 980 can’t do well in the ratings, maybe they should ask the CRTC to convert into an English station.

      I don’t think that would help, particularly since Montreal has a much smaller English population than French.

      Reply
      1. Lu

        AM980 is the new kid on the block; they were the now defunct LGBT station a few months ago. ex-CHOM 70’s DJ, Serge Plaisance, is programming the station.

        Reply
  3. Graham

    How does a bad Montreal Canadiens team affect Melnick’s ratings exactly? I understand hurting Habs broadcasts but losing 1330 listeners from the fall is not the fault of a bad Habs season. 40% of his audience gone in 6 months. Habs were not that bad.

    Reply
    1. Fagstein Post author

      How does a bad Montreal Canadiens team affect Melnick’s ratings exactly?

      People get less excited about a team that doesn’t make the playoffs. Particularly during the playoffs.

      Reply
      1. Graham

        Sure but no other show lost 40% of their audience even with the biggest changes on the Morning Show. What ever the excuse, it’s the biggest % drop I’ve ever seen.

        Reply
        1. Fagstein Post author

          it’s the biggest % drop I’ve ever seen.

          Not me. TSN’s ratings are low enough that changes are exaggerated when put in percentages like that. It’s not huge when they double, nor is it when they are cut in half.

          Reply
  4. Keith Rowe

    Wow if ratings were any lower for TSN690 they would be competing with Concordia Student Radio…oh I get it with the talent TSN690 other than Melnick- this is a station that Bell Media forgot to pull the plug & cut their losses!! A total embarrassment when the “The Morning Show” should be renamed “The Food Network”….as for ex-hockey player trying to make “his bones” in broadcasting, save your breathe & retire in Hawaii

    Reply
  5. Jackie

    I miss the good old CHOM. Every so often I give it a listen but just can’t anymore……Mornings with Terry & Heather are BORING!!!!

    Reply

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