Edmonton PPMs

“NOW Is a juggernaut and getting stronger.”  That’s what I wrote last rating. It’s even more true this time. NOW is up again, to an 11.8 share. CISN Country is up too, but it’s still a long way back at 8.5. CBC Radio One, Capital and CHED finish off the top 5.

So, anything of note? Yes. NOW, CISN, K-97, CFCW, and the Bear are all in multi-book uptrends. UP!, Sonic, and Virgin are dropping.

 

Edmonton % Share of Hours Tuned

(Mon.-Sun, 5am-1am)

 

Station

A12+

PPM Nov. 30-

Feb. 28

A12+

PPM

Feb. 29-May 29

CBC Radio One

7.8

7.5

CBC Radio Two

1.1

.7

CFBR-FM The Bear

5.5

6.7

CFCW

5.8

6.2

 104.9 Virgin Radio

3.0

2.7

Team 1260

3.2

3.3

The Bounce

5.0

4.8

Sonic 102.9

4.6

4.4

630 CHED

7.5

7.0

iNews880

.9

1.0

K97

6.4

6.9

CISN Country

6.9

8.5

UP 99.3

5.2

4.8

HOT 107

3.2

3.3

95.7 CRUZ FM

3.2

2.4

92.5 Fresh-FM

5.4

4.4

102.3 NOW! Radio

11.6

11.8

96.3 Capital FM

8.3

7.5

Looking into things a bit deeper. Demos are always enlightening because a station can appear to be dropping or climbing in the overall ratings, yet in their own target demos can be doing the exact opposite. Such is this book in Edmonton.

Adults 25-54: A year ago NOW! had a 12 share lead over The Bear for those moneyed adults. That lead is now 7 and closing. Third is K-97, Fourth is CISN, and then Bounce. Lots of uptrends. The Bear, K-97, CISN, Bounce, and CFCW. On the other side it’s a tough road to turn upward for Sonic, UP!, and Virgin.

Females 25-54 goes to NOW!, which is even stronger than they were. Half way behind is CISN, Bounce, Fresh and K-97. And where are the ladies gravitating to? NOW!, CISN, Bounce, CFCW, and Hot107. They’re clearly in uptrends. Where are they leaving? That would be Sonic, Virgin, and The Bear.

Males 25-54 in Edmonton would traditionally go to a rock station for this age bracket. And, after many years out of favour, that’s the way it is as The Bear is back on top… tied with NOW! at a 13.3 share. K-97 comes up right behind them, trailed by CHED and CISN.

And a little something for those under the age of 35…

Adults 18-34: It is still a runaway for NOW! What a strong station. Sonic has gained on them though and still #2. CISN, The Bear, and Bounce finish off the top 5.

Separating the ladies from the guys, the most listened to station for young Women 18-34 is no surprise - NOW! with a 23.6. That’s up by the way, from an already ridiculous 22.3. Sonic is #2 with a 12.3 share. Great trending by CISN gets them up to #3 while Bounce and HOT are both up a little at #4 and 5.

NOW!, CISN, HOT, and CFCW gaining shares. Oddly no one station clearly losing shares in a trend. Just lots of bouncing (no pun intended).

Males 18-34: Last PPM I wrote, “NOW! is strong but definitely trending downward. Perhaps the market is shaking out young and older where it’s tougher for a station to control both ends. Next book will make it clearer.”  And that came true. NOW! dropped 3 shares and a rank to #4 in young men. Sonic takes over as the #1 young guy’s station followed by The Bear and K-97.  Great trends for Sonic, TSN1260, K-97 and CHED. Not so much for NOW! and CISN.

 

-- Pat Holiday can be reached at PatHoliday.com

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