Canadian Radio Market: Overview

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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.

Rating System

  • 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

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.

3. Corus

4. Stingray

5. Cogeco

Research Strategy

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.
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Insights and Trends - The Canadian Radio Market

Identified in the findings are two additional trends in the Canadian radio market and an example of a radio station leaning in a specific trend highlighted. The two trends are the adoption of smart speakers as a rising trend in the Canadian radio market and adding Spotify to AM/FM radio through ad subscriptions.

Adoption of Smart Speakers

Adding Spotify to AM/FM Radio through Ad Subscriptions

Example

RadioPlayer Canada Leveraging Smart Speaker through Streaming

Sources
Sources