March 22, 2012

Coleman Insights Finds that Large Daily Cumes, Multiple Listening Sessions and Out-of-Home Listenership Differentiate Canada’s High Performance Radio Stations

RESEARCH TRIANGLE PARK, NC, March 22, 2012 – The radio stations that perform best under BBM Canada’s Portable People Meter (PPM) audience measurement in Canada’s five largest markets are differentiated by their abilities to attract large daily Cume audiences, get listeners to tune into them multiple times each day and generate significant out-of-home listening.  These are the key findings of “The PPM DNA of Canada’s High Performance Stations,” a new study released today by media firm Coleman Insights.   A presentation of these findings was debuted this morning in a session at Canadian Music Week’s RadioActive conference in Toronto.

“Our findings are similar to those we uncovered in a similar analysis of American PPM data in 2009” said Coleman Insights vice president Doug Hyde, who authored the study and presented its findings in Toronto with Coleman Insights president and chief operating officer Warren Kurtzman.  “They support the idea that those radio stations that are well-known, have clearly-defined positions and have brand attributes that listeners want to affiliate with are the most likely to perform well under PPM measurement.”

The study compared a full year of audience data on 13 “High Performance Stations”—so designated because their Adults 18-49 audience shares were significantly larger than the shares of competing stations—to 68 other stations in Calgary, Edmonton, Montreal, Toronto and Vancouver using InfoSys+ Radio software from BBM Analytics.  Among other findings, this comparison revealed that:

  • The average Daily Cume Rating of the High Performance Stations was 130% higher than the average for the non-High Performance Stations
  • High Performance Stations achieved slightly higher Time Spent Listening levels, primarily because they generate an average of 5.6 listening sessions per day, 15% more than the 4.9 average number of daily listening sessions generated by non-High Performance Stations
  • At 69.9%, the proportion of listening High Performance Stations generate out-of-home is higher than the 62.9% of listening generated out-of-home by non-High Performance stations

A detailed written report summarizing the study’s findings is available here.

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