Montreal radio ratings: Another win for The Beat

Numeris, the company that measures radio and TV ratings, came out with their quarterly report this week, and once again it was Cogeco’s 92.5 The Beat that had the most good news to announce on the anglo side.

Among anglophone listeners, CKBE-FM had a 17.2% audience share, second only to CJAD’s 28.2% among all listeners. Virgin Radio was well back at 13.5%.

The shares were mostly stable among the anglophone audience, but the exception was Virgin, which was down for the second straight quarter and by almost three points compared to the same time last year. (I’ll compare year-over-year because two years ago when The Beat had a surge in the winter book Virgin claimed it was because of Christmas music that aired on The Beat during the holidays.)

CHOM recovered a bit after hitting a new low in the last quarter. It’s still fourth among anglophone stations, but it regained its position as first among men 25-54.

Despite this being a good report, The Beat couldn’t resist getting cute with spin, saying it’s the “number one radio station”, which only works if you (a) exclude the francophone market and (b) exclude people outside the 25-54 demographic. It also called its morning show the “fastest growing” one in the market with new hosts Vinny and Nikki. Which is kind of like saying your kid is “most improved.” The Beat’s morning show has been historically weak while its daytime has been strong.

Bell’s press release stressed its combined market share (which is, of course, because it owns most of the stations). CJAD still has the highest share by far, and 8 of the 10 most listened-to shows among anglophones. TSN 690 is stable at a 4% share, and CBC Radio One climbed more than one and a half points, its total audience up about 25% among anglophones.

Here are the top-line numbers (average minute audience and listening share) among anglophone listeners:

Station Average minute audience Share Daily reach
CJAD 800 16,600 28.2% 191,400
The Beat 92.5 10,100 17.2% 216,100
Virgin Radio 96 7,900 13.5% 196,200
CHOM 97.7 6,400 11.0% 135,000
CBC Radio One 88.5 4,700 8.1% 51,200
TSN Radio 690 2,400 4.0% 65,100
Rythme FM 105,7 1,200 2.1% 50,700
Radio Classique 1,100 1.9% 26,000
CBC Radio Two 93.5 900 1.6% 21,800
98.5fm 800 1.4% 26,600
Rouge FM 107,3 700 1.1% 29,100
Énergie 94,3 700 1.2% 22,400
CKOI 96,9 500 0.9% 33,600
ICI Radio-Canada Première 95,1 400 0.6% 10,400
ICI Musique 100,7 200 0.3% 5,500
AM 980 100 0.2% 2,500
Radio circulation 730 100 0.1% 5,600
91.9 Sports 100 0.1% 4,900
CIBL 101,5 0 0.0% 900

Among Montreal francophone listeners:

Station Average minute audience Share Daily reach
98.5fm 36,500 21.0% 584,000
Rythme FM 105,7 28,400 16.3% 620,200
ICI Radio-Canada Première 95,1 23,400 13.4% 309,900
Rouge FM 107,3 14,600 8.4% 389,900
CKOI 96,9 14,200 8.2% 436,200
Énergie 94,3 10,300 5.9% 348,100
Virgin Radio 96 9,400 5.4% 350,400
The Beat 92.5 8,000 4.6% 336,100
CHOM 97.7 7,400 4.2% 255,800
ICI Musique 100,7 4,300 2.5% 107,100
91.9 Sports 3,700 2.1% 68,100
Radio Classique 3,600 2.1% 91,800
CJAD 800 2,100 1.2% 40,800
AM 980 1,300 0.7% 18,200
CBC Radio One 88.5 1,000 0.6% 23,800
CBC Radio Two 93.5 700 0.4% 32,700
Radio circulation 730 400 0.2% 36,200
CIBL 101,5 200 0.1% 14,600
TSN Radio 690 100 0.1% 5,300

Combined:

Station Average minute audience Daily reach
98.5fm 37,300 610,600
Rythme FM 105,7 29,600 670,900
ICI Radio-Canada Première 95,1 23,800 320,300
CJAD 800 18,700 232,200
The Beat 92.5 18,100 552,200
Virgin Radio 96 17,300 546,600
Rouge FM 107,3 15,300 419,000
CKOI 96,9 14,700 469,800
CHOM 97.7 13,800 390,800
Énergie 94,3 11,000 370,500
CBC Radio One 88.5 5,700 75,000
Radio Classique 4,700 117,800
ICI Musique 100,7 4,500 112,600
91.9 Sports 3,800 73,000
TSN Radio 690 2,500 70,400
CBC Radio Two 93.5 1,600 54,500
AM 980 1,400 20,700
Radio circulation 730 500 41,800
CIBL 101,5 200 15,500

Victory for 98,5fm, Radio-Canada and 91,9 Sports, loss for Rythme and Rouge

On the franco side, unsurprisingly it was another win for 98,5fm, which once again declared itself the most listened-to radio station in all of Canada. Though its average minute audience of 37,300 (in its central market) is beat by Toronto’s CHFI-FM with 42,400.

Bell Media’s press release couldn’t dig up much to say about Rouge FM, so it led with Énergie instead, noting its improvement. Rouge FM dropped 2.5 percentage points in market share from a year ago.

Not that Rythme FM was much better. Though it’s still ahead of Rouge FM in the ratings, its share dropped to 16.3% from a high of 20.5% in the summer.

Great news for Radio-Canada’s Première station, which after hitting a low of 6.6% this summer has hit a high of 13.4%, putting it third in the market. Radio-Canada’s press release notes that morning show Gravel le matin is second in the market, behind 98,5fm’s Paul Arcand.

There were some winners on the low end of the ratings board as well.

RNC Media’s 91.9 Sports, which went through a series of format changes — from jazz to right-wing talk to news talk and finally to sports — in an attempt to find an audience, seems to be happy with the sports talk format. It had a 2.1% share, which is 50% higher than the last ratings book, and an average-minute audience of 3,700 which just slightly edges Radio Classique. The boost was enough to warrant an article in the Journal de Montréal.

Good news as well for CHRF AM 980, which more than doubled its share to 0.7%. Still dead last among music stations, but it’s an improvement.

Community station CIBL, which started reporting for the first time last quarter, is still the lowest-rated station overall, with an average of 200 listeners in French and an English number within the margin of error of zero. The station looks like it’s going to stay here for the time being. Its new manager explained during a recent general assembly that they discovered Numeris offers lower prices for community stations.

Other reporting

  • InfoPresse (25-54 numbers)
  • La Presse (highlights of francophone stations, plus top 10 shows)

9 thoughts on “Montreal radio ratings: Another win for The Beat

  1. dilbert

    The Beat actually has the biggest reach of anglo stations, and is a lot closer to CJAD in listening audience averages. That’s a pretty big deal, and certainly one Bell won’t like to read about.

    Reply
    1. Anonymous

      CJAD is number one overall in most demos.
      Daytime goes to the Beat in every time slot from 9am to late night.
      Morning Shows
      1st-goes to CJAD in most demos including +2
      2nd-Virgin Radio (number 1 in some demos)
      3rd Chom (number one with men 25-54)
      4th Beat
      5th TSN

      Reply
  2. Brett

    What surprised me is the fact that CIBL a community radio station is actually doing better in ratings then TSN 690.

    Reply
    1. Fagstein Post author

      What surprised me is the fact that CIBL a community radio station is actually doing better in ratings then TSN 690.

      Which would be shocking if it was true, but it’s not. TSN 690 has 10 times as many listeners as CIBL.

      Reply
      1. Steve

        Would have a breakdown of the 2 major CJAD changes in past year? Leslie Roberts his audience numbers, vs what Tommy was averaging weekday mid-mornings. Ken Connors Weekends Show vs when Dave Fisher was hosting.

        Reply
    1. Fagstein Post author

      I like listening to CHSV the Jewel, do you have any statistics for them?

      No. The Jewel does not subscribe to Numeris ratings for the Montreal market (which makes sense since that’s not its primary market), and the Hudson market isn’t big enough for Numeris to do a public report on it.

      Reply

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