Sandra Sperounes
The Edmonton Journal
Tuesday, July 17, 2007


EDMONTON - Do country music fans listen to CISN, CFCW and Big Earl anymore?

Or is there something wrong with the latest radio ratings?

Those are two of the questions local station executives are asking, based on the numbers released Monday by the Bureau of Broadcast Measurement.

All three country outlets took a huge hit in the spring ratings, particularly CISN, which is traditionally one of the most popular frequencies in the city.

The station plummeted from fourth place to ninth -- losing more than 30,000 listeners in less than six months.

CISN only attracted 98,500 listeners -- for a 5.6 share -- during BBM's eight-week survey period, compiled between April and June.

In contrast, the station boasted 132,200 listeners -- or an 8.9 share -- over the first two months of 2007.

A share is based on the number of people who tune in and the length of time they listen.

CFCW and Big Earl also lost about one-third of their listeners.

Doug Rutherford is perplexed by the numbers. He's the general manager of Corus Radio Edmonton, which owns CISN.

Country music is wildly popular in the city -- witness the opening of two new country clubs, including Oil City Roadhouse, and the two sold-out Faith Hill/Tim McGraw shows in June.

So why would so many listeners stop tuning into country radio? Rutherford doesn't think it's possible.

"If my math is right, there's been a 34-per-cent drop (in listeners of all three country stations)," he says.

"Country is a format where the listeners are very loyal and as dependable as the sun rising each day. So for that block of listeners to simply find somewhere else to go comes as a real surprise to us. ... I would like BBM to be able to help me understand how they arrived at these conclusions."

More than 2,000 listeners filled out BBM's latest batch of random surveys or "radio diaries" based on one week of listening.

During every ratings period, there seem to be one or two inexplicable anomalies -- such as The Bear losing a significant chunk of listeners in late 2005. At the time, the station's general manager figured not enough young men -- The Bear's target market -- had filled out BBM surveys. The station's ratings quickly rebounded in early 2006.

"I've been kicking around this game for 30-odd years and it seems that every time there's a ratings survey, there's something that doesn't add up," says Rutherford.

An automated ratings system, known as the People Meter, would prevent such wild fluctuations, but it has yet to be tested in Edmonton.

While country radio was the big loser, CBC Radio 1 is celebrating its big gains.

The station leaped into second place -- behind the city's usual news/talk champion, 630 CHED.

"We certainly put a push on being out in the community," says Mike Linder, CBC's regional director of radio and TV. "We've been involved with soccer, we've been involved with food in the markets, and I think we're sending a message that we're part of this community and we're really motivated and excited."

He says the station is attracting new listeners of all ages.

"It doesn't look like there's a huge switch from anyone," he says.

"It looks like growth. Specifically, we're trying to appeal to newcomers and we're trying to sound younger than the traditional CBC sound."

It's paying off -- the station's morning show is now the second-most listened to in the CBC network.

In the rock sweepstakes, Sonic 102.9 attracted a few more listeners, The Bear 100.3 FM lost some, while the city's classic rock station, 97.3 K-Rock, continued its nosedive into oblivion.

The BBM's next set of ratings will be released in October.

ssperounes@thejournal.canwest.com

HOW THEY RANK

Here's a breakdown of the latest radio ratings, according to the Bureau of Broadcast Measurement.

LATE SPRING 2007 WINTER/SPRING 2007

1. CHED (630 AM) 12.3 11.9

2. CBC Radio 1 (740 AM) 9.8 6.9

3. Joe (92.5 FM) 8.7 9.1

4. Sonic (102.9 FM) 8.0 6.8

5. The Bear (100.3 FM) 7.7 9.3

5. EZ Rock (104.9 FM) 7.7 8.0

7. The Bounce (91.7 FM) 6.5 6.8

8. CKUA (94.9 FM) 5.7 2.5

9. CISN (103.9 FM) 5.6 8.9

10. CBC 2 (90.9 FM) 5.3 2.8

11. K-Rock (97.3 FM) 4.1 4.7

12. Magic (99.3 FM) 3.7 2.8

13. CFCW (790 AM) 3.1 6.7

14. Cool 880 (AM) 2.1 3.6

15. Big Earl (96.3 FM) 2.0 2.8

16. The Team (1260 AM) 1.2 0.9

The late spring survey was conducted over an eight-week period between April and June.

The winter/spring survey was compiled between January and early March.

http://www.canada.com/edmonton.....a935cf2d&k=98337

So given the numbers, Howard Stern has had it right the whole time:  Talk and new rock will bring you to the top, baby....now get naked (his addition)!

What's on CBC to put them at number two?  Can't the private guys complain, CBC shouldn't be competing like that or can they?