Regina & Saskatoon Saskatchewan Radio Ratings

Since I used to work in the radio industry I thought I would pass this along for anyone in Saskatchewan. The Canadian radio ratings have been released. There are many ways to interpret the numbers, Market Share and Share of Hours Tuned etc. so I won’t get into all the minutia here but you are welcome to take a look at the numbers.
Regina, Saskatchewan
Market Share of Adults (age 12 plus)
(the bigger the share, the better)

CFWF FM (The Wolf) Fall 06 – 18.9 (Spring 06 15.8) +3.1
CKRM (620 AM) Fall 06 - 15.4 (Spring 06 15.3) +0.1
CHMX FM (Lite 92) Fall 06 - 12.3 (Spring 06 12.0) +0.3
CIZL FM (Z99) Fall 06 - 12.3 (Spring 06 14.2) -1.9
CJME Fall (980AM) 06 - 7.9 (Spring 06 10.3) -2.4
CKCK FM (JACK) Fall 06 – 7.8 (Spring 06 8.1) -.03

Saskatoon, Saskatchewan
Share of Hours Tuned (12 plus)
(the bigger the share, the better)

CFMC (C95) Fall 06 – 24.2
CFQC FM (Hot 93) Fall 06 – 10.2
CJDJ FM (Rock 102) Fall 06 – 22.9
CJMK FM (Magic 98) Fall 06 – 14.6
CJWW (600 AM) Fall 06 – 17.9
CKOM (650 AM) Fall 06 – 10.2

The thing these BBM ratings measure is the percentage of people listening to your station compared with other stations, or how long they listen. What nobody seems to pay any attention to is the total amount of people listening to radio in general. If five years ago the results showed you had 15% share 12 plus, and this year it showed you had a 18% share you may conclude that you are doing better. What that wouldn’t tell you, however is five years ago you had 15% of 100,000 listeners and this year you had 18% of 50,000 listeners your percentage of the pie is larger, but pie is a lot smaller. A few months ago I posted about potential problems for the radio industry as we head into this era of on-demand content.

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