Edmonton's 3-Way CHR Dog Fight

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Edmonton's 3-Way CHR Dog Fight

Postby jon » Fri Mar 07, 2014 6:57 pm

Interesting to see how Edmonton is doing now that the three CHR stations have each had a chance to get used to the fact that they have two competitors. Admittedly, through the whole history of this battle, there always seemed to be one of the stations that was in that corporate limbo of having sold the station but waiting for the CRTC to approve the sale so that the new owner can start making some decisions. Virgin being the last to come out on the other side.

The published BBM SHARE numbers would have you believe that it is a dead heat, two with 4.1 and the third with 3.9, which is less than the statistical margin of error difference.

But David Bray's published figures tell a very different story. Hot seems to have cornered the male audience and Virgin the female audience. Like its Edmonton sister station, Sonic (not a CHR), The Bounce is more evenly split between the sexes.

In the 25-54 year old age group, the Female/Male SHARE is:
The Bounce - 4.7/3.4
Virgin - 6.3/3.0
Hot - 4.5/6.7

Lots of talk about Reach numbers, both Daily and Total for the ratings period, which could just be one minute one time. But that could just be a PPM wearer walking down the street and waiting for a Walk light, with the person next to him/her with their ear buds or more traditional headphones turned up so loud they register on the meter.

I don't know enough about the music to know how or even if it differs between the three CHRs, other than to admit that there is lots you can do within a genre of music to differentiate. Just look how many ways and how many Edmonton stations are mixing together two or more decades of non-current music that charted on the Billboard Hot 100: K-97, UP 99.3, Capital-FM, CRUZ-FM. Then add those that also play some Currents: NOW, Fresh-FM, Sonic and The Bear.
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Re: Edmonton's 3-Way CHR Dog Fight

Postby jon » Sat Mar 08, 2014 6:47 pm

The Bell Media video referenced in the Vancouver BBM thread provides these SHARE numbers by daypart for all Adults 18-54:
Bounce - 3.5/4.5/6.1
Hot - 5.3/6.2/7.4
Virgin - 5.1/5.9/5.6
The numbers are Morning Show/Mid-Day/PM Drive.
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