Numeris released its quarterly ratings report for metered markets on Wednesday, and for Montreal the only surprising thing is how much The Beat continues to dominate over Virgin Radio. With a 21.5% share, it has more than twice the average listeners than Virgin Radio at 9.4%. And not only it it the fourth straight quarter that The Beat has been more than twice Virgin’s share, it’s the third straight where Virgin has fallen behind CHOM for third place among English music stations.
The 21.5% share is The Beat’s highest since it launched in 2011, and less than four points below perennial leader CJAD 800. Could we see a future where The Beat isn’t just the most popular music station and the most popular among that advertiser-friendly 25-54 audience, but among all ages and formats as well?
The book is more bad news for Virgin Radio, which tried to turn things around by letting go of program director Mark Bergman (he’s now at The Beat) and morning hosts Freeway Frank and Natasha Gargiulo and stealing Vinny Barrucco back from The Beat to lead its new morning show. The Beat’s morning show, headed by Vinny’s former co-host Nikki Balch, is still ahead. It’s still early — this is the first full book with Barrucco hosting the morning show with Shannon King — but they have a lot of ground to cover, and Virgin has lost a lot of ground that it has to make up.
TSN 690 is at the bottom of the anglo commercial radio pack, but it had its best share since 2017. CBC Radio One, meanwhile, which had good numbers from 2017 until this spring, has fallen back below 7% in market share.
On the francophone side, the top line hasn’t changed much, except for a rebound for CHMP-FM 98.5 (which always tends to dip in the summer with replacement hosts and less news), and a drop for CKOI 96.9.
- The Beat 92.5: “Our best results ever!”
- CJAD 800: “#1 station & 7 of top 10 shows”
- 98,5fm: “L’équipe la plus écoutée à Montréal!”
- Rythme FM 105,7: Highest reach, top music station
- Rouge 107.3: #1 among adults 25-54
- Énergie 94,3: #1 music station among men 25-54
- CKOI 96,9: Top-rated music morning show among 25-54
- Radio-Canada: 3 of top 5 shows, morning show up 9%