Statistics Canada yesterday released the latest estimates of radio listening by Canadians, based on a survey taken during last fall's CBC lockout. (It's a regular annual survey, so the timing was purely fortuitous coincidental.)
As one would expect, the numbers showed a big drop in CBC radio audience.
The results show that the CBC captured a share of only 8.8% of the total audience during this period after holding steady at around 11% during the past four years.The decline pushed the public broadcaster from third place in overall format ranking, where it had been for three straight years, to fifth place. It was leapfrogged by country music and talk radio.
The province with the most avid radio listeners was Prince Edward Island, where the average person listens to radio for 21.2 hours each week. Lowest of the provinces was British Columbia with an average of 17.2 hours. (The three northern territories were not included in the survey.)
Breakdowns by radio programming format were especially interesting (to me, anyways). I was gobsmacked to see that the province with the highest proportion of radio listening time devoted to country music was PEI, with a whopping 47.6%. That's away ahead of stereotypically cowboy-country provinces Saskatchewan (37.5%) and Alberta (25.4%), which finished second and third.
Newfoundland and Labrador residents topped the nation in listening to talk radio with 22.1% of listening time, followed by Manitoba (15.7%) and Quebec (12.7%).
For Canada as a whole, the most popular radio formats are Adult Contemporary (24.0%), Oldies/Rock (14.9%), Talk (10.2%), Country (10.1%), and CBC (8.8%).
A breakdown by education level of respondents shows that university graduates are far more likely than other Canadians to listen to CBC. 22.4% of their listening time was devoted to CBC, compared to 14.3% of the next-highest group, those who attended but did not graduate university. Does that indicate that CBC radio is an elitist phenomenon? (Just asking.)
Obviously, the results have been skewed to an unknown extent by the CBC labour dispute during the survey period. Results from the next survey, to be conducted in September and October 2006, will indicate whether CBC has regained its former audience.
Brief definitions of the radio formats are posted here (pdf). (I found them imprecise and not always helpful, but I rarely listen to radio, so what do I know?)
Detailed analysis tables can be downloaded here (Excel).
Source:
Statistics Canada, 2006. "Radio listening." The Daily, 21 July. Statistics Canada catalogue no. 11-001-XIE.
http://www.statcan.ca/Daily/English/060721/d060721b.htm (accessed 21 July 2006).









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