Numeris Overview: DIARY Ratings - Spring 2025

As summer takes its own sweet time to peek in on us, that must mean it is time to take a look at the Spring radio ratings. Today we look at Diary markets while PPM markets arrive next Wednesday. As I previously reported, 56 diary markets were discontinued leaving us with our current 22, reporting central area only. All 22 Numeris markets were measured under continuous measurement, using the Online Radio Diary.

Last fall’s postal strike resulted in delays in delivering and returning survey materials. Today’s Numeris release covers the period of April 29, 2024 to April 27, 2025. Most markets borrowed sample from previous releases.

Significant methodology changes may be on the horizon. Numeris is looking at replacing diaries with a different approach. They are currently exploring and analysing two alternatives using a Proof of Concept process. This could undoubtedly result in very significant changes in the way radio is bought and sold. It also will make it almost impossible to easily compare the past with the future. It is time for members of the industry to make their voices heard.

It is worth mentioning that, AM/FM radio reached 81% of Canadians 25 to 54 in diary markets. This spring, 38% of Adults 25 to 54’s listening occurred in their vehicles while 33% of listening was done in the home.

Now, let’s take a look at 5 sample markets from the latest Numeris release.

Winnipeg: CBC Radio One grabs the #1 spot for adults with a 14.8 % share of hours tuned (up from 14.6%) followed by CJOB with 13.4 %.  Top spot for women 25 to 54 goes to QX104 Country with an 11.0 share of hrs. tuned (down from 13.3%) followed by 103.1 Virgin at 9.1%.  For Men 25 to 54 listeners, 92.1 CITI-FM is tops with a 16.1% (down from 17.3%).  92.1 CITI-FM heads the list for men 18 to 34 with a 13.4%. For women 18 to 34, the favourite is QX Country with 15.0 % (up from 13.3%) followed Virgin with 14.3%.

Halifax:  CBC Radio One takes #1 with adults, posting an impressive 21.0% share of hours tuned (up from 19.9%). Virgin takes top spot for women 25 to 54, delivering a 17.7 % (up from 16.4%) followed by Move 100 at 16.0%. Q104 tops the list for men 25 to 54 with a 19.1% (up from 18.9%) For men 18 to 34, Q104 is well out in front takes the lead with 31.4 %. When it comes to women 18 to 34 Virgin takes top spot with a large lead posting an impressive 39.0 % share.

Ottawa-Gatineau: Bragging rights at the top of the ratings heap go to CBC Radio One, well out in front delivering a 21.7 % share for adults (up from 20.0%). CBC Radio, One grabs the #1 spot with women 25 to 54 delivering an 12.9% share followed by Hot 89.9 with 10.7%. CBC Radio One holds the #1 spot for men 25 to 54, posting a 15.5 % share followed by CHEZ 106 at 9.1 %. CBC Radio One boasts a lead for men 18 to 34 with a 14.3 % share of hours tuned followed by BOOM 99.7 with 8.4%. For women 18 to 34, CBC Radio One has a lead, posting an 11.8 % share followed closely by BOOM with 11.2%.

Quebec City: CHOI 98.1 leads the way for adults with a 17.4% share of hrs. tuned. WKND 91.9 is popular with females, taking #1 spot for women 25 to 54 delivering a 24.9 % share.  For men 25 to 54, CHOI is on top with a 32.5 %. CHOI also takes top spot for men 18 to 34 delivering a 32.1%. WKND 91.9 also takes the lead for women 18 to 34 posting a 23.9% share.

Victoria:  CBC Radio One is #1 for A12+ with a 24.8 % share (up from 21.3%). CBC Radio One is tops with females, taking #1 spot for women 25 to 54 delivering a 18.8 % share followed by the Zone at 12.0 and the Q at 11.7%. For men 25 to 54 The Zone is on top at 19.6% share followed by the Q with 17.6%. For men 18 to 34 The Zone leads with 25.5 % followed by the Q with 24.4%. For women18-34 the leader is the Q posting a 34.3 % followed by Virgin at 22.7 %.