BBM ratings, anglo 2+ audience
I don’t normally pay that much attention to the quarterly BBM ratings of Montreal radio stations. Not because I don’t care, but just because there’s rarely anything in them that’s newsworthy. A share point up here, a share point down there. Some stations do better in some time periods, others do better in others. There isn’t usually much movement.
Lately, CJAD has been first overall among all audiences, while the three music stations have been fighting for audience in key demographics: men for CHOM, young women for Virgin and somewhat older women for The Beat. CBC falls significantly behind, and TSN Radio even further. Other stations don’t even register. Things have been a bit more interesting on the French side with the rise of CHMP 98.5, which is now Quebec’s most-listened-to radio station.
But today’s numbers (PDF) showed a significant change for once: In overall audience (ages 2+), The Beat has leaped ahead of Virgin Radio for the first time, getting an 18.6% share versus 15.9%. That prompted The Beat to send out a press release calling itself “Montreal’s #1 Music Station”.
That was enough for a Gazette story on the matter.
But as the story shows, The Beat’s claim to be ahead of Virgin comes with a caveat: Virgin still outperforms in key demographics (among them, adults 25-54, adults 18-34 and women 25-54) and in key time periods.
In Astral’s press release, in which Virgin also calls itself “Montreal’s number one music station”, it focuses on the key advertising demographic of adults 25-54, in which Virgin still leads.
We could play with demographics all day, but if we stick to adults 25-54, the results show a three-way tie among the music stations: Virgin 21.9%, The Beat 20.1% and CHOM 20.0%, with CJAD behind at 13.1%. This represents an upward trend for The Beat and CHOM, but is down from last year for Virgin.
See some analysis here from Astral, and here from La Presse.
Needless to say everyone’s happy and everyone is number one. Here’s how the numbers break down for each station: