Canadian Radio Market - Ratings
The radio market has been one of the oldest and quickly developing forms of media platforms. The radio platform accessibility and ease of use have been a great boost for this development. Canada boasts more than 950 radio stations. Our research will primarily focus on the rating system and the top players in terms of ratings in the Canadian radio market.
- The rating system in the Canadian radio market mainly follows a channel that is guided by various determinants such as the audience composition and outreach. This refers to the number of people listening in at any given moment.
- On average, an adult Canadian spends an average of 15 hours weekly listening to the radio. The number of hours on the radio also is proportional to the number of hours people spend on their cars, for instance, driving to work. This is translated to total vehicle kilometers.
- The radio market influence and rating is thus dictated by this number of listeners that are subscribed to the particular station.
- Revenues earned and share capital also greatly influence the rating system of the Canadian radio market.
- The main broadcasting languages in Canada are English and French, but there also exists broadcasts in ethnic languages. The audience captured by radio stations broadcasting in the different languages influences the rating a particular media outlet would have.
- On average, 88% of Canadians still use radio and as such more than 84% of radio revenue comes from radio services broadcasting in English, French and ethnic languages.
Top Players Individual Ratings
1. Bell Media
- In the winter of 2018/2019, there were over 5.64 million listeners from Toronto, an increase from 5.52 Million listeners in 2017 with Bell's iHeartRadio being the top podcaster in the world with more than 250,000 podcasts.
- Bell media generated 23.47 billion Canadian dollars as revenue for the year 2018, a rise from 22.72 billion in 2017.
- In the 2017 financial year, Bell Media had 280 million Canadian dollars from English language stations and an additional 93 million Canadian dollars from French language stations making it an overall champion.
- Bell Media has various radio stations that air different content to different audiences. PURE COUNTRY is Canada’s first-ever national country music radio brand, TSN, a purely sports network.
2. Rogers Media
- Rogers media boasts a 14% market share as of 2017
- In 2017, Rogers Media gained 220 million Canadian dollars in revenue from English language stations.
- Rogers Media also provides a variety of content from adult contemporary to sports and music with their 56 radio stations.
- Corus owns 39 radio stations that broadcast to a wide audience and with content that spans from sports news to different music genres.
- Corus media, generated under 1.65 billion Canadian dollars for the fiscal year 2019.
- Corus' main radio revenue is derived primarily from advertising. In 2017, advertising revenues and subscriber revenues increased by 63% and 25%, respectively.
- Stingray operates more than 100 radio stations across Canada airing nearly every music format.
- This media outlet also boasts a whopping 7.5 M weekly listeners with an overall market share of 10%.
- In addition, Stingray's revenue rose by 112.5% to $72.7 million in the fourth quarter of 2019.
- Cogeco owns 23 radio stations across Quebec and Ontario with a reach of more than 5 million listeners each week.
- Cogeco's revenue in the last measured period reached over 2.5 billion Canadian dollars, up from 2.35 billion in 2017.
To carry out this research, we did an extensive analysis of data from the company's website, marketing magazines, and the annual financial reports. It was evident that the ratings of these media services were translated to their annual revenue earned, as the companies with the higher ratings had higher revenues. Different factors, such as language and market composition also came to play in determining the revenue. To determine the target audience of each company, we examined the content and used repeating themes to assess the target audience.