Yesterday we took a look at the overall ratings for Ottawa radio stations for spring 2014. Today we take a look at the demographic breakdown. These are the rankings that radio stations really care about, because they’re important for advertisers.
If you’re selling mustache wax, you’ll probably want to sell to a station that reaches mostly men. So while TSN 1200 is ranked 10th for male and female listeners combined, it skews heavily towards men. (Actually if you’re selling mustache wax, you’re probably going after a younger hipster male demographic so maybe Live 88.5 would be a better fit for you.)
Here’s a chart showing what demographics each of the commercial stations reach. The stations are charted by average age and then by gender skew. TSN 1200’s listeners are 78% male and average age is 47. Kiss FM’s listeners are 65% female and average age is 33. (Youngest station is Hot, average age 32. Oldest station is the Jewel, average age 59. No wonder they play so much Anne Murray.)
Here’s a chart comparing shares for different genders and ages for each station (click for full size).
- Hot 89.9 has a huge lead in the female 18-34 demographic, with Majic and Kiss tied for second.
- Live 88.5 is way out in front for males 18-34. Hot 89.9 is #2 for this demographic.
- CBC is #1 for males 25-54. #2 Live #3 CHEZ.
- For females 25-54, CBC is #1 with Hot at #2 and Kiss at #3.
(Stations are charted by their share, defined as “the estimated total hours tuned to that station expressed as a percentage of total hours tuned to all radio”. These numbers include all listeners ages 12 and up, Monday to Sunday from 5:00am to 1:00am, measured between March 3 and April 27. (Full data is available here from BBM (PDF), and you can find previous charts on our blog under the keyword “radio“.)
See also: Ottawa Radio Guide
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