CBC is still the top dog of radio
Photo: Robin Jones
If it’s not broken, don’t fix it.
That could easily be the mantra for radio listeners across Central Okanagan who continue to make CBC Radio their station of choice.
Once again, radio listeners poured into CBC more than any other station, and in greater numbers than a year ago.
Radio stations are rated by Numeris twice a year, once in spring and once in autumn.
And while the ratings are broken down into multiple demographic audiences that different broadcasters want to target, Castanet has traditionally looked at market share for all listeners 12 and older to give an overall view of the market.
The numbers used represent a percentage of all radios tuned to any station over the course of a week.
According to figures released by Numeris this week, CBC Radio has achieved a market share of 23.2 percent in the local market, more than four percentage points more than twelve months ago.
New Country jumped from fourth to second place with a share of 10.5 percent, an increase of 2.5 percent.
Pattison companies Beach FM and Power 104 took third and fourth place with shares of 9.3 and 8.6 percent, respectively. However, both stations lost more than two percent market share in spring 2020, the only stations that recorded a decline.
Virgin FM, AM 1150, Move FM, and K96.3 took the bottom four places.
103.9 The lake that returned to the ether two months ago was not included in these ratings.
