Statistics on Radio Use (1997-1999)

1999

Canadians Tune In More Often

The latest statistics regarding radio show that it is thriving both in Canadian households and in the industry itself.

Radio advertising revenue increased 10 to 15 per cent in each of the last three years to hit $940 million in 1998, according to Media Buying Services Ltd.

One hundred and five radio stations changed ownership from June 1998 to July 1999.

Canadians spent an average of 20.4 hours a week listening to radio in 1998, up from 19.9 hours in 1997, according to Statistics Canada and the CRTC.

Quebec, Prince Edward Island and Alberta had the highest listenership, according to the survey of 80,000 Canadians.

The most popular music format was adult contemporary, with 25 per cent of the total listenership.

Teenagers tune in about half as often as adults; when they do, FM stations are favoured.

Over two-thirds of listeners prefer FM radio.

Source: Statistics Canada and the CRTC, July 23, 1999.

1998

Canadians Listening Less

According to a recent Statistics Canada survey, the average time spent listening to the radio has dropped by 1.7 hours from 1993 to 1997. Last year, Canadians listened to the radio for 19.9 hours each week.
The province with the lowest average radio time is British Columbia at 18.1 hours per week. BC also leads the country in Internet usage.
The biggest loss in radio listenership is in the under-17 teen market. Teens listen to the radio about 10.7 hours per week nationally -- half as much as adults.
Statistics Canada says the average time listening to radio has fallen four straight years in Canada.
The largest share of listeners -- 38.7 per cent -- choose adult contemporary and oldies rock music. Country music was chosen by 13.4 per cent and talk radio by 13.2 per cent.

Source: Statistics Canada survey, cited in the Winnipeg Free Press, September 9, 1998.

Canadians and Their Radios

Almost all Canadians (94 per cent of people over 12 years of age) listen to the radio. It's equally popular with men and women, though teen users number slightly fewer (89 per cent).
The average listener tunes in for about 21 hours a week. Women listen more as they get older; men's listening stays steady after age 25.
Adults listen most on weekday mornings and during the day. Teens listen most in the afternoons, evenings and on weekends.
Just over half (57 per cent) of radio listening is done at home. The other 43 per cent is split between car and work.
Radio listening is consistent across Canada, with small regional differences. Quebecers and Albertans listen more than the average; residents of B.C. and Atlantic Canada listen less.

Source: Canadian Radio Listening Habits survey, BBM Bureau of Measurement, 1997

Radio and Canadian Communities

Radio is listened to, on average, about 22 hours a week. The youth population segment (12 to 17 years old) listens only half as much as that.
Listening patterns are changing. More people now listen to radio during working hours, and prefer to listen to music rather than talk shows while they work.
There are approximately 500 radio stations across Canada. Private sector radio share of all listening is 83 per cent.

Source: Radio Insight: Facts About Radio, Canadian Association of Broadcasters, June 1997

Montreal Radio Listening Patterns

More than four out of five (81 per cent) francophone Montrealers listen to English-language radio.
Among these, more than half (53 per cent) say they do so regularly, "almost daily." English music is the main attraction.
The popularity of the top French songs was much lower than the average popularity of the top English songs. The diversity of the top songs was also low; they concentrated disproportionately on multiple tracks from one popular artist du jour, Kevin Parent.
Montreal French language stations lost an average of seven points in market share, which equates to a loss of of 2,166,000 hours (a 45 per cent decrease since 1991).
The shift towards local English-language radio stations has been generalized across all age groups, but is most marked among teenagers.

Source: Surveys by Angus Reid Group and Stratégem Inc., October 1997