Toronto Radio Ratings

[Gregg]

Here are the latest Toronto Ratings from BBM. People Meters are now in use, instead of diaries. And, just as in the U.S., it's meant a shake up for some stations.

1) CHFI -- Soft AC
2) CHUM-FM -- Hot AC
3) CBLA -- CBC
4) CFTR -- All-News
5) CILQ -- Classic Rock
6) CJEZ -- Soft AC
Tie) CKFM -- Hot AC
8) CFNY -- Alternative
9) CFRB -- Talk
10) CFMZ -- Classical
11) CFMJ -- Talk/Sports
12) CJCL -- Sports
13) CIDC -- Top 40
14) CFZM -- Standards/Talk
15) CKIS -- Top 40
16) CFXJ -- Rhythmic
17) CBL-FM -- CBC Radio 2
18) CJRT -- Jazz
19) CKDX -- Standards/Soft AC
20) CING -- Classic Hits
21) CJBC-FM -- SRC Espace Musique
22) CHUM -- News
Tie) CJBC -- Radio-Canada

On the AM dial, CFRB has tumbled. It wasn't many years ago CFRB was the leader in Toronto or was at least competitive with CHFI and CHUM-FM. At the same time, PPM has boosted Talk/Sports 640 and The Fan 590. And All-News 680 is now Toronto's #1 AM station. (PPM also helped all-news WCBS in NYC improve its numbers.)

On the FM side, CJEZ used to be not far behind CHFI. I'm sure some listeners at one time weren't sure which station they had on, due their similar playlists. But CJEZ has fallen. It is now tied with CKFM which saw a boost after adopting the Virgin Radio name, and a hotter format. Four of the top 7 stations in Toronto are doing some sort of Adult Contempoary format.

The switch at 92.5 to Top 40 from Jack hasn't given CKIS much of a boost yet. It's still the lowest rated of FM stations on the CN Tower. CIDC with a weaker signal still beats Kiss-FM. And the switch from Country to Classic Hits hasn't meant much for CING 95.3 so far.

CBC Radio 2's move from mostly Classical programming to a sort of Adult Alternative/Eclectic mix hasn't hasn't translated to better ratings. The gap between Radio 2 and commercial Classical CFMZ 96.3 is larger.

740 CFZM used to be consistently in the top 10. But either People Meters or the mix of talk shows and other interruptions in the Standards format is hurting the station. And CHUM-AM barely showed up in the ratings, with its simulcast of CP24's audio. For a 50,000 watt station, it's at the very bottom, tied with Radio-Canada outlet CJBC.

Giving credit where it's due... CHFI, CHUM-FM and CBLA clearly know how to program to their audiences. Whether it's using People Meters or diaries, they're always at or near the top.




Gregg
[email protected]

 

[JustPastBuffalo]

Enjoyed the post and observations, Gregg. Radio-Info's Taylor On Radio writes the BBM 2+ numbers can be viewed here. Can somebody explain how PPM was incorporated with the Toronto survey methodology? PPM won't apply to Buffalo-Niagara Falls until 2011. I wonder if radio will still exist by that time (I kid, but only a little.)

 

[smartestguyintheroom]

I'm no PPM expert, but the Canadian PPM is operated differently from the US. Canada's ratings are a broadcaster funded, but pretty independently operated company, unlike Arbitron which is a for profit vendor only giving lip service to it's customers. Canada's PPM uses the same device as Arbitron. Since PPM doesn't come to Buffalo for some time, it's unlikely their stations are encoded for PPM. If that's the case, Buffalo stations would not register on the PPM. Since Toronto stations are encoded, and there are no more diaries (ended on Nov 5th, I think), Toronto listeners don't write down any Buffalo stations (or any at all for that matter) for the BBM. Certainly Buffalo listeners would write Toronto stations in their diaries if they listened.

I've always found it weird that Arbitron PPM measures persons 6+, obviously to hook Disney as a client. The 2+ (that is correct 2+) for Canadian PPM seems quite bizarre to me.

Hope this helps.

I do agree that the 50k blowtorch signal of CHUM-AM is being wasted. Very sad.

 

[Yeziknoradio]

I do agree that the 50k blowtorch signal of CHUM-AM is being wasted. Very sad.

From what I understand, they are not paying for the tone to be emitted, thus being the reason for their 0.1 share. Still a waste though.

Try listening to CP24 radio 1050 on a walkman or other device with access to 1050.
One would think they'd at least be in sync with CP24 television so coffee shops and other places with no access to volume (turned down too low to hear the television)
would allow private audio access for those who choose to go the walkman route, but no...

7 second delay is one of the many complications they're creating for themselves. It's also very much distracting my ability to come up with excuses for the very need for 1050's current format. (repeater of CP24 television)

 

[JustPastBuffalo]

I'm no PPM expert, but the Canadian PPM is operated differently from the US. Canada's ratings are a broadcaster funded, but pretty independently operated company, unlike Arbitron which is a for profit vendor only giving lip service to it's customers. Canada's PPM uses the same device as Arbitron. Since PPM doesn't come to Buffalo for some time, it's unlikely their stations are encoded for PPM. If that's the case, Buffalo stations would not register on the PPM. Since Toronto stations are encoded, and there are no more diaries (ended on Nov 5th, I think), Toronto listeners don't write down any Buffalo stations (or any at all for that matter) for the BBM. Certainly Buffalo listeners would write Toronto stations in their diaries if they listened.

I've always found it weird that Arbitron PPM measures persons 6+, obviously to hook Disney as a client. The 2+ (that is correct 2+) for Canadian PPM seems quite bizarre to me.

Hope this helps.

I do agree that the 50k blowtorch signal of CHUM-AM is being wasted. Very sad.

The observations are very interesting, especially given that Buffalo stations won't show up in the Toronto and Niagara Peninsula BBM ratings, but Canadian stations will still appear in the Buffalo-Niagara Falls Arbitron ratings tracked by diaries. As BBM uses the same meters as Arbitron, I'm wondering if they operate on the same algorhytms.

A few years ago, Arbitron decoders were installed in many Buffalo stations. WHTT, WGRF and WEDG all had their decoders in place along with back-ups. Six encoders, all operational to specs, operating for about a month. Out of the blue, Arbitron recalled the decoders and they were shipped back in the very boxes they arrived. I suspect Arbitron was a little ahead of the curve as Buffalo isn't scheduled to go to PPM until 2011.

Like you, I'm no PPM expert, but I'm not convinced PPM is the ideal measuring device. Read some of the reports written by John Parikhal, PhD.

Here's one of his observations offered as a commentary to a post: http://www.paragonmediastrategies.com/theblog/?p=123

And the following comments (abridged) appeared in the October 13 edition of NTS Aircheck Daily:

"Arbitron already did this once when they foisted the incredibly unreliable diary system on radio, so why should we assume it is any better this time?" Parikhal says his real issues with PPM, are that "samples are small, people don't like carrying that clunky box around, Arbitron has been allowed to define what a 'reasonable' sample size is and broadcasters dragged their feet because they didn't want to pay more for a 'better' service. So, radio is stuck with a system that still has a lot of 'crap' in it. Diaries were bad and PPM is not yet 'better' -- although it has the potential to be. To simply assume Arbitron will improve things without serious pressure is naive. If radio is serious about measurement it needs to be prepared to keep up the pressure on Arbitron and pay the tab for a better system -- when it is better."

 

[Tincap]

CBC Radio 2's move from mostly Classical programming to a sort of Adult Alternative/Eclectic mix hasn't hasn't translated to better ratings. The gap between Radio 2 and commercial Classical CFMZ 96.3 is larger.

740 CFZM used to be consistently in the top 10. But either People Meters or the mix of talk shows and other interruptions in the Standards format is hurting the station. And CHUM-AM barely showed up in the ratings, with its simulcast of CP24's audio. For a 50,000 watt station, it's at the very bottom, tied with Radio-Canada outlet CJBC.

Gregg
[email protected]

I hope this sets the hair on fire at CBC Radio 2. The gutting of classical music, for the current format, is revolting. Yes, I believe that there is a place for the type of music they are now trying to promote, but they should've taken the (bold) step of launching Radio 3. It took many years to build a network of classical music across Canada, but I guess the few which listen to the new Adult Alternative/Eclectic format would never be that patient...

As I've posted earlier regarding AM740, Znaimer is wrecking it...as the ratings now show. Ironically, on Classical 96, he's picking up the disenfranchised classical music listeners, migrating from the ruined Radio 2.

~BG

 

[cyberdad]

My experience with Toronto radio (and for that matter Buffalo radio) is mostly from my 20 or so years of coming to T-O on business.

Just my observation "from a distance", but especially given the background of CHWO winning the battle to take over the 740 signal, it's sad to see what the station has become. I remember thinking to myself when the call letters were changed to CFZM and the station flagged as "Zoomer radio" that this was probably the beginning of this station going right down the dumper....and thus joining CHUM as "once great...now a waste of a big signal". Exactly what seems to be happening.

 

[KR4BD]

I could not agree more that CFZM or CHWO (whatever they call themselves now) has really tanked. I used to listen to them on-line here in Central Kentucky all day long. All the talk programming they have added has left me behind. They are also doing a lot more VTing in periods that were "live" before from what I can tell. No Thanks.

 

[Bob1370]

Just a theory...but a lot of people who at one time would have been CFRB listeners because of their well-deserved reputation for thorugh news coverage and thoughtful talk back in the 80s and 90s, probably listen now to CBC Radio One. It's not a matter of listeners moving to FM from AM since CBC probably would have pulled most of those listeners away even if it were still on 740.

CFRB today sounds too close in tone to WBEN but lower in personality octane. Not a good formula--too far to the right for the market and too sedate for the room at the same time.

 

[Yeziknoradio]

CFRB today sounds too close in tone to WBEN but lower in personality octane. Not a good formula--too far to the right for the market and too sedate for the room at the same time.

I really have to do my homework on that one.
It's not Standard radio running CFRB anymore.
Is current owner Astral media a right winged company?

If so, they may not care (Federally) if and/or when the time comes to toss on coast to coast chatter.

 

[cyberdad]

For whatever it's worth as a 2-3 times a year visitor....

CFRB used to always be my "go to" for news, weather, traffic, etc.

For the last several years, however, it's been CFTR. Not that CFTR seems to have an appreciably better product nowadays (it's always struck me as pretty decent). Rather my no longer turning to CFRB first has to do with having to get through all the junk I usually find there.

I don't know the minutiae of Standard Broadcasting being replaced by Astral, but I can't think of anything good I personally can point to....at CFRB, the cluster in Hamilton, or elsewhere.

Apologies for sounding like a grouch, but I do find myself using my iPod more and more on my trips to Canada these days!

 

[Yeziknoradio]

Apologies for sounding like a grouch, but I do find myself using my iPod more and more on my trips to Canada these days!

Perfectly understandable! Astral just went in one day and blew out a fair portion of the news team over at 'RB.
Astral seems to think CP (Canada Press) will do the job just fine.