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The "Spring 2009" book measured Edmonton radio audiences from January 5th to March 1st, 2009. Total audience numbers remained fairly static, rising to 1,770,200 from 1,763,200 in the Fall 2008 survey.

The latest sample catches the market at an odd time.

While local broadcasters are trying to ride out a difficult economy (and hoping to embrace listener social media distractions) they also face two other challenges that will alter the size of the radio pie and each station's slice of it.

In the fall of 2008, the CRTC approved the licensing of four new FM signals for the Edmonton market. Those evaluating the approvals were hard-pressed to discern how the applications differed from each other – and what was already on the air.

The situation for vulnerable stations, some already faltering, may get worse when the competition arrives. Even once-reliable performers are scrambling to retain their numbers.

While the CRTC was enthusiastic to hand out the licenses, the winning would-be broadcasters are probably taking their time to get on the air – waiting for the advertising dollar to return to strength.

In the "Everything You Know Is Wrong" category, the arrival of Portable People Meters (PPMs) in the fall of 2009 will also shake up the nature of the market.

Worn by those surveyed, PPMs pick up inaudible signatures encoded in broadcast signals and accurately record the station, time of day and duration of listen.

The shift from the current manual diary-based survey system to the passive electronic form has already altered the traditional view of the listening landscape (as was found out in Montreal where the first PPMs were piloted in Canada).

Survey results will soon roll out near-continuously and remove the generational/technological bias of the current diary format.

Like Al Jolson said, ""Wait a minute folks, you ain't heard nothin' yet."

The "share" referred to below is the estimated total hours tuned to a station expressed as a percentage of total hours tuned.

Note: drive hour share numbers courtesy regular Last Link reader Graham Hicks. All other data culled from published reports referred to at end of article.

For your consideration, in order of overall ranking ... the Spring 2009 book:

CHED - 13.3 share (11.4 share in Fall 2008, 13.3 share in Spring 2008)

The mixed sound of cheers and gasps were likely heard at the Corus compound with the release of the latest numbers. CHED finds itself in the top spot for what seems like the three-hundredth time in living memory but instead of finding their usual stablemate CISN at their side a news/talk challenger has appeared and it wasn't iNews 880 (see next item).

CHED regained some of its audience (up 24,000 from the fall) and continues to dominate the 35+ age category. While women 25-54 ranked the station eighth with a 5 share, men the same age rated it first with a 12.5.

In the drive shifts, The CHED Morning News (aka the Gord Whitehead Show) is tops with a 15.7 share, while the CHED Afternoon News program ranks fifth with a 7.6.

With no changes to the on-air line-up (although things got interesting when it was announced Bryan Hall's Eskimo play-by-play leash was shortened to just one more season), folks would figure it will continue to be clear sailing for the Corus station were it not for ...

CBX - CBC Radio One - 9.2 (7.1 Fall 2008, 5.8 Spring 2008)

Just as the public broadcaster was implementing major programming cuts due to a shrinking economy came word the local CBC outlet turned in another solid second-place performance, suggesting that the last time this happened (late spring/early summer 2007) wasn't such a fluke after all.

Women 25-54 rate the station fifth with a 7.7 share, while men in the same age bracket place it fourth with an 8.3. A look at their on-air line up suggests the station's strength is in their drive shows.

Ron Wilson's thought-provoking style is in sharp contrast to the predictable fare offered by competitors in the mornings, and the quick-witted Peter Brown keeps the drive-home audience amused and enlightened.

Wilson places second in the mornings with an 11.9 share; Brown pulls in a 9.4 for third spot among drive home shows.

The varied network programming the station airs between the two local shows is no doubt a stimulating alternative to the ego and blather offered by commercial talk radio during those same hours.

That the public broadcaster has scored so high in the local survey shouldn't come as a surprise. CBO Ottawa, CBR Calgary and CBU Vancouver all came out on top in the Spring book, while CBLA Toronto and CBW Winnipeg ranked second in their respective markets (see www.insidethecbc.com for additional gloating).

As an aside, some observers have noted the current round of programming cuts has likely been designed to incite listener outrage with a hope of applying pressure on the federal government to provide carry-over funding while bailouts to commercial broadcasters are being considered. Time will tell if this self-inflicted wound yields the anticipated results.

So far, cutbacks proposed by the CBC don't affect their Edmonton operations – good news for local talk radio fans.

CHBN - The Bounce - 8.9 (9.2 Fall 2008, 7.0 Spring 2008)

Easing back slightly from their best performance since signing on four years ago (last survey's 9.2), The Bounce has proven itself to be a perennial contender. However, darkling shadows appear on the horizon with four new near-competitors set to launch some time in the next twelve months.

In the target 18-34 demo, The Bounce places first overall (women rate it first, men second behind The Bear).

The Pepper & Dylan Morning Show rates fourth in the drive-to with an 8.0 while Adam McKale (self-billed as the city's youngest drive-home jock) cruises first in the metro market with an 11.1.

CISN - 8.8 (10.6 Fall 2008, 9.7 Spring 2008)

The Corus country cousin suffers a slight downward trend but otherwise it's another solid entry in the station's history (which includes usual placings in the top three in addition and the odd lows of 7th and 8th place).

Women 25-54 are loyal to CISN, continually rating it tops – this time with a commanding 17 share. Men 25-54 this time around place it ninth with a 5.2.

Bruce Bowie and CISN's Waking Crew hold onto third with a 9.1 and program director Chris Scheetz short-stops second place with a 9.5 in the afternoons.

CFMG - EZ Rock - 8.5 (7.8 Fall 2008, 8.5 Spring 2008)

Safe at work and safe to work for, EZ Rock heads the middle of the road pack (along with JOE FM, Capital FM and Magic 99) with strong a 8.5 share and another fifth place showing. Shane, Cheryl, and new-comer Seanna Collins continue to ease female listeners (who rate it second with a 12.3 share) into the workday. Male numbers aren't quite as strong: eighth and 5.3 share.

Drive numbers ease the station into sixth (7.7 share) for mornings but a surprising fourth (9.0) with Ron Clark in the afternoons.

Astral Media management would be best advised not to tinker with the sound left behind by former program director Steve Moore and station honcho Marty Forbes (who both left for sunnier climes – Hawaii and Phoenix, respectively).

CFCW - 6.9 (6.6 Fall 2008, 6.4 Spring 2008)

It's business as usual for the country giant at 790 on the AM dial but that may change soon as the Camrose outlet ups their frequency to 840 kHz to resolve some transmitter reach problems. Hopefully a heavy promo campaign precedes the move lest faithful listeners find themselves perplexed at the sound of static coming out of their dashboard or mantle radios.

For now, listeners place Danny Hooper and Sharon Mallon seventh with a 6.6 share, while the Stella Stevens Drive Home Show finds itself in 11th spot with a 4.5.

CFBR - The Bear - 6.8 (9.6 Fall 2008, 8.7 Spring 2008)

Mystery surrounds the disappearance of the city's rock audience and The Bear's drop from first to third to seventh in three consecutive books isn't a result of listeners dialing in competitor K-97's latest reincarnations.

Both of the once-solid rockers find themselves challenged to hang onto their respective fans, and despite the demo-friendly antics of the Paul Brown Show it makes you wonder how the Canadian Music Awards Rock Station of the Year winner is becoming a loser with listeners.

Mornings finds the PBS earning fifth spot with a 7.8 share, and Fearless Fred finds himself sixth with a 6.6.

CKNG - Joe FM - 5.1 (6.1 Fall 2008, 8.1 Spring 2008)

The once-dependable Corus outlet has now turned in its fourth sub-par performance in a row. Given that it shares an audience with EZ Rock, Capital FM and Magic 99 – who together face four new but similar sounding stations debuting within a year – it remains to be seen whether former Global Edmonton TV anchor J'lyn Nye and JOE veteran Rhubarb Jones can re-build the station's once-coveted numbers.

Meanwhile, the JOE morning show sits in eight place with a 5.4 with Gary James in the same spot with a slightly better 5.6 share in the afternoon.

CKRA - 96.3 Capital FM - 4.8 (6.4 Fall 2008, 6.8 Spring 2008)

What was hailed as a major coup last year has turned into a big disappointment for all concerned just a couple of books later.

When Newcap re-teamed former Mighty 630 CHED personalities Rob Christie and Audie Lynds (both spirited away from competing stations) everyone expected big returns on the investment.

Industry watchers figure that as soon as their former fans tuned in to check out the reunion it became a case of "been there heard that" as the team revelled in the simple re-airing of old shtick (earning an 11th place ranking and a 4.0 share). Expect more of the same for a while as Newcap tries to amortize the damage.

For the record, Jason Roberts lifts the station's showing in the drive home (ninth place with a 5.1 share).

Soon after the ratings were released, one Edmonton Journal Venting contributor expressed their thoughts regarding Capital FM's playlist.

CHDI - Sonic FM - 4.6 (4.8 Fall 2008, 6.1 Spring 2008)

A darling of younger folk when it arrived on the scene at about the same time as The Bounce, Sonic FM just can't maintain the respect it once had.

Giving The Bear a run for the same demo numbers, the problem is that part of the market just ain't around anymore ... or are not filling in their BBM diairies.

Sonic's tenth-place (4.6 share) showing is becoming their consistent low point (they once enjoyed a fourth-place 8.0 share).

The delightfully goofy Garner Andrews holds down ninth spot in the mornings with a 4.9 share, while Layne Mitchell secures seventh place in the drive home with a 6.0.

Rumours abound that some monkeying around with the overall Sonic sound is just ahead.

CIRK - K-97 - 4.2 (4.4 Fall 2008, 4.5 Spring 2008)

Oh dear ... it just seems to be getting worse for the heritage station. The return of Terry Evans (with seemingly endless combinations of co-hosts) just hasn't returned the station to better numbers.

The situation is not unlike the Pepsi TV campaign that asks older baby-boomers if there is anything youthful they'd like to experience – who then suddenly cringe at the memories. Seemingly the genie can't be put back into the K-97 bottle.

Both drive shows rate tenth with Evans et al in the A.M. capturing a 4.1 share and Rob Berg a 5.0 in the afternoons.

In addition to the Capital FM mess, Newcap needs to pull another rabbit out of a near-empty hat to save this puppy.

CKUA - 3.1 (3.0 Fall 2008, 3.2 Spring 2008)

CKUA's audience may not be large but they sure are loyal. The listener-supported station continues to serve their niche well, holding its own on the commercial radio battlefield. Those wanting something different musically are never disappointed when they tune in, and their public affairs programming also provides a welcome alternative.

Tony King charms his way to a 13th place showing in the mornings (2.3 share) while CKUA vet Dave Ward lands 14th with 2.4.

CHMC - Magic 99 - 2.9 (1.7 Fall 2008, 2.7 Spring 2008)

When the already under-performing Rawlco station lost its alleged star to Capital FM, everyone figured the worst. But one book later their numbers have almost doubled (although thirteenth place isn't much to be proud of).

Longtime local radio vets Shannon Tyler and Duncan Paterson now seem comfortable in their morning chairs, ready to welcome any listeners who may happen to tune by (those who do rate the show 12th with a 2.3 share – and Jerry Steen pulls in the same ranking in the afternoons with a 3.0).

Once thought to be a take-over target (word had it Rogers was interested in landing Magic 99 as frequency for an all-news operation), the CRTC approved Rawlco's application for a sister-operation with an adult contemporary hit radio sound that – if successful – may help out a collective bottom line.

CBX FM - CBC Radio 2 - 2.7 (2.3 Fall 2008, 3.2 Spring 2008) and CFRN - The Team - 1.2 (1.5 Fall 2008, 1.8 Spring 2008)

The same old story continues to be written for the two stations who seem to always find themselves at the bottom of the heap. While their numbers are small and consistent, they can take solace that not much is expected of them ... something that can't be said for the station that occupies last place:

CHQT - iNews 880 - 1.1 (1.0 Fall 2008, 2.5 Spring 2008 when still broadcasting oldies music)

Hailed by its owners as an innovation in broadcasting, iNews 880 seems to have become the General Motors of the local radio scene.

Dubbed "Fake CHED" by some listeners, the tight newswheel format hasn't exactly set the world on fire ... at least not with those who were in possession of a BBM diary during the later-winter ratings period.

One industry watcher was puzzled as to why people would listen to iNews to begin with as they can hear virtually the same stories on CHED (albeit read in a more professional manner).

It was suggested that the typical iNews listener would tune in for a few minutes, get their fix and move on. But perhaps local information junkies prefer the longer, more substantial reporting of outlets like the CBC (and perhaps even iNews 880's own sister-station).

On a positive note, the station's unique listener numbers climbed to 51,700, up from 33,600 in the Fall 2008 book. Drive show ratings are 14th (1.3) mornings and 15th (1.1) afternoons.

The arrival of Portable People Meters in the fall of 2009 should help define the true nature and size of the iNews 880 audience ... and possibly the future of the 880 kHz frequency.

For more detailed data about the Spring 2009 book, read the Bureau of Broadcast Measurement report (opens as a .pdf) or the Astral Media Radio Sales report (which also opens as a .pdf).

General demographic data can be seen in this snapshot taken from Broadcaster Magazine.

The drive shift summary can be seen here.

The results of the next Edmonton ratings period (March 2nd to April 26th) are set to be released May 28th, 2009. Stay tuned.

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radio - edmonton ratings archives - spring 2009