CBC in 3rd Place for Radio Tuning--------------------------------------------------------------------------------
By 250 News
Sunday, April 15, 2007 03:49 AM
We had a number of people inquire as to where the CBC fit into the latest radio listening audience survey as the total of the commercial stations only hits 69% of the total audience.
The CBC has now supplied us with their figures showing a market share of 19.1 % this spring rating, up from 18.6 last fall.
Who does the survey?
It is conducted by the Bureau of Broadcast Measurement. (BBM Canada)
For a fee, radio and television stations can be included in the survey which provides them with detailed information about who is listening, or viewing and when. BBM first contacts people by phone and asks if they are willing to take part in the survey, If the person agrees, they are sent a "Diary". Each member of the household is asked to record information about their age, sex and which station they are listening to at any particular time in the day. The "diaries" are then returned to BBM , processed and the results (industry people call it "the Book") are released to those who paid the fee to participate.
The BBM survey is an important factor for decision making on programming and advertising.
Where do the rest of the listeners go to get their radio? We do know that satellite radio has a share of the market, combine that with cable listening ( to out of market stations) and you hit a 100% audience.
CJCI-" The Wolf" may have slipped, but it continues to lead the pack in the radio ratings. The numbers show that its loss was its sister station’s (94xfm) gain, giving the Wolf and 94xfm a combined punch of nearly 43% of the market.
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