Country benefits from rock war
                                            New rock station splits radio ratings in latest poll


  
Heath McCoy
CalgaryHerald.com
Published: Wednesday, April 11, 2007


Country music is on top and the rock world is severely divided among Calgary's radio listeners, according to winter ratings released Tuesday.

The BBM radio ratings -- the standard used to measure radio listeners in Canada -- showed Country 105 was the top commercial radio station in Calgary, with a 10.9 per cent share of the market, among radio listeners aged 12 and older. Lite 96 was next with a 9.8 per cent share of the pie.

But the loyalty of the rock crowd is more split than ever -- especially with a new station, the alternative rock X92.9 hitting the airwaves late last year, in time for the winter ratings period, from Jan. 8 to March 4.

Tied for third in the Calgary radio market were the classic rock Q107 and Calgary long-time rock champ CJAY 92, both with an 8.9 per cent share. VIBE 98.5 finished with 8.8 while Jack 96.9, which took the city by storm when it hit the airwaves in 2003, came in with a disappointing 8.2. Talk radio station CHQR AM 770 had an 8.1 per cent share while X92.9 finished its first ratings period with a 3.9 per cent share.

"We're very pleased with that, considering we launched right before the ratings period began," says X92.9's program director Christian Hall. "You gain momentum over your first four or five months on the air. . . . Our ambition was always to take a four or five (per cent) share, and the fact that we're a 3.9 the first time out, that's fantastic."

Hall believes his station's showing pulled listeners from other established rock stations.

"I think this is the first (ratings) book ever in Calgary where only one station got double digits because the rest of the map got completely screwy," he says. "CJAY took a hit because of us coming into the market and this was Jack's worst book."

Hall adds that the next couple of ratings periods will be even more interesting, as they will include the newly launched stations Fuel 90.3 and Energy 101.5, both set to cut even further into the rock pie.

"It's going to be a crazy year," he says.

Rounding out the ratings list was sports station The Fan 960 with a 3.8 share, Classic Country AM 1060, which came in with a 3.2, California 103 FM, which finished with 2.4 and 660 News, with 1.9 per cent.

hmccoy@theherald.canwest.com

Radio Ratings

Calgary's top 10 commercial ratio stations, Jan. 8 to March 4. Market share percentage in parenthesis.

1. Country 105 [10.9]

2. Lite 96 [9.8]

3. (Tie) Q107, CJAY 92 [8.1]

4. VIBE 98.5 [8.8]

5. Jack 96.9 [8.2]

6. AM770 [8.1]

7. X92.9 [3.9]

8. The Fan [3.8]

9. Classic Country AM 1060 [3.2]

10. California 103 FM [2.4]

-- Source BBM

© The Calgary Herald 2007

http://www.canada.com/calgaryh.....d3-b373-bf8ddf520450

OK, I can understand how a country station can benefit from the segmenting of the rock radio audience, but I notice there are 2 country stations in Calgary on the list.  I guess my question is how long do you think it will be before country radio goes into the fracture mode and splits into 3 or 4 or 5 separate formats and splinters its audience?

I give Newcap one or two books before one of their sticks makes the flip.  They've got experience with country, who knows, Earl or Hank might show up in Cowtown very soon.  (California has C.O.L.'s on content doesn't it?  Is that for percentage instrumental?  And, that initial license term has to be coming to a close here soon, when did Breeze sign on?)

i think breeze was around 2002-2003. How long was their initial licence for? I can't see them keeping that format any longer than they need to.

I think it's 7 years.  Has anyone else heard that Newcap has applied, or will be applying, for an amendment to the restrictions on their license?  
Someone will be taking on 105 in the near future, no doubt about it.  

Typical first license term is 5 years isn't it?  

The breeze was licenced in 2001 to Telemedia but I think the launch was delayed because of the sale to Newcap.  I think it went live in late 2002 to 2003  The original licence was to expire  31 August 2007.