Media Patterns: Radio Report
 
 
Attribute Benchmark
CANADA
Trade Area 
Value Percentage Compared with
Benchmark
       
    Population of age 15 and up  30,920,900  39,579    
Radio Total Market Tuning Summary: Terciles        
    Radio Total Market: Light  31.71%  13,803  34.87%  Similar
    Radio Total Market: Medium  31.24%  11,700  29.56%  Similar
    Radio Total Market: Heavy  37.05%  14,077  35.57%  Similar
Program Types Used Regularly        
    Use radio regularly: Comedy programs  9.34%  3,176  8.02%  Low
    Use radio regularly: Community information  16.44%  5,578  14.09%  Low
    Use radio regularly: Contests  3.34%  1,142  2.89%  Low
    Use radio regularly: Ethnic programs  3.13%  1,097  2.77%  Low
    Use radio regularly: General interest talk/phone in shows  19.00%  7,975  20.15%  Similar
    Use radio regularly: Music  72.32%  28,657  72.40%  Similar
    Use radio regularly: News  55.81%  22,843  57.71%  Similar
    Use radio regularly: Religious programs  4.21%  1,819  4.60%  Similar
    Use radio regularly: Special music programs  6.91%  3,495  8.83%  High
    Use radio regularly: Sports (play-by-play)  8.14%  3,251  8.21%  Similar
    Use radio regularly: Sports reports  10.29%  3,722  9.40%  Similar
    Use radio regularly: Sports talk/phone in shows  6.26%  2,496  6.31%  Similar
    Use radio regularly: Traffic reports  32.55%  14,490  36.61%  High
    Use radio regularly: Weather  46.92%  18,085  45.69%  Similar
Summary: Radio Total Market Weekly Tuning        
    Weekly Tuning: Not Listen  11.29%  6,096  15.40%  High
    Weekly Tuning: Less Than 7 Hours  27.11%  10,226  25.84%  Similar
    Weekly Tuning: 7 To 14 Hours  21.98%  8,196  20.71%  Similar
    Weekly Tuning: 14 To 21 Hours  11.42%  4,584  11.58%  Similar
    Weekly Tuning: 21 To 28 Hours  6.98%  2,783  7.03%  Similar
    Weekly Tuning: 28 To 35 Hours  4.96%  2,040  5.16%  Similar
    Weekly Tuning: 35 To 42 Hours  4.50%  1,551  3.92%  Low
    Weekly Tuning: 42 To 49 Hours  3.68%  1,370  3.46%  Similar
    Weekly Tuning: More Than 49 Hours  8.09%  2,734  6.91%  Low
Radio Usage Patterns        
    Daily Reach - Monday  76.18%  29,323  74.09%  Similar
    Daily Reach - Tuesday  76.32%  28,324  71.56%  Similar
    Daily Reach - Wednesday  74.90%  28,564  72.17%  Similar
    Daily Reach - Thursday  74.33%  28,582  72.21%  Similar
    Daily Reach - Friday  73.03%  28,889  72.99%  Similar
    Daily Reach - Saturday  55.20%  22,643  57.21%  Similar
    Daily Reach - Sunday  47.34%  20,375  51.48%  Similar
    Reach: Day Mon-Sun 5A -1A  88.66%  33,611  84.92%  Similar
    Reach: Breakfast Mon-Fri 6A -10A  74.03%  27,683  69.94%  Similar
    Reach: Day Mon-Fri 10A -3P  63.37%  22,963  58.02%  Similar
    Reach: Drive Mon-Fri 3P -7P  69.95%  25,723  64.99%  Similar
    Reach: Evening Mon-Fri 7P -MDNT  42.75%  18,737  47.34%  High
    Reach: Saturday Sat 7A -7P  52.97%  21,200  53.56%  Similar
    Reach: Sunday Sun 7A -7P  45.38%  19,738  49.87%  Similar
    Reach: MON-FRI 5A -1A  87.39%  33,227  83.95%  Similar
    Reach: SAT-SUN 5A -1A  64.02%  26,811  67.74%  Similar
    Reach: MON-FRI 7A -7P  85.66%  31,954  80.73%  Similar
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: None  26.02%  12,112  30.60%  High
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: 5 Qtr  14.82%  5,104  12.89%  Low
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: 15 Qtr  20.87%  7,009  17.71%  Low
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: 30 Qtr  17.57%  7,500  18.95%  Similar
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: 50 Qtr  12.06%  4,945  12.49%  Similar
    Qtr Hours Tuned: Breakfast Mon-Fri 6A -10A: 50+ Qtr  8.67%  2,908  7.35%  Low
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: None  36.63%  17,097  43.20%  High
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: 5 Qtr  14.25%  5,826  14.72%  Similar
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: 15 Qtr  16.52%  6,035  15.25%  Similar
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: 30 Qtr  11.34%  3,988  10.08%  Low
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: 50 Qtr  7.66%  2,517  6.36%  Low
    Qtr Hours Tuned: Day Mon-Fri 10A -3P: 50+ Qtr  13.60%  4,115  10.40%  Low
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: None  29.93%  13,979  35.32%  High
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: 5 Qtr  17.42%  6,917  17.48%  Similar
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: 15 Qtr  23.54%  8,044  20.32%  Low
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: 30 Qtr  15.38%  6,145  15.53%  Similar
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: 50 Qtr  8.62%  2,725  6.89%  Low
    Qtr Hours Tuned: Drive Mon-Fri 3P -7P: 50+ Qtr  5.10%  1,768  4.47%  Low
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: None  57.57%  21,071  53.24%  Similar
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: 5 Qtr  19.94%  7,507  18.97%  Similar
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: 15 Qtr  12.38%  5,281  13.34%  Similar
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: 30 Qtr  6.17%  3,619  9.14%  High
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: 50 Qtr  2.35%  1,328  3.36%  High
    Qtr Hours Tuned: Evening Mon-Fri 7P -MDNT: 50+ Qtr  1.59%  771  1.95%  High
    Qtr Hours Tuned: Saturday Sat 7A -7P: None  46.96%  17,993  45.46%  Similar
    Qtr Hours Tuned: Saturday Sat 7A -7P: 5 Qtr  19.80%  8,282  20.92%  Similar
    Qtr Hours Tuned: Saturday Sat 7A -7P: 15 Qtr  18.74%  8,574  21.66%  High
    Qtr Hours Tuned: Saturday Sat 7A -7P: 30 Qtr  9.63%  3,178  8.03%  Low
    Qtr Hours Tuned: Saturday Sat 7A -7P: 50 Qtr  4.87%  1,552  3.92%  Low
    Qtr Hours Tuned: Sunday Sun 7A -7P: None  54.82%  19,936  50.37%  Similar
    Qtr Hours Tuned: Sunday Sun 7A -7P: 5 Qtr  17.46%  7,521  19.00%  Similar
    Qtr Hours Tuned: Sunday Sun 7A -7P: 15 Qtr  15.96%  7,190  18.17%  High
    Qtr Hours Tuned: Sunday Sun 7A -7P: 30 Qtr  8.34%  3,634  9.18%  Similar
    Qtr Hours Tuned: Sunday Sun 7A -7P: 50 Qtr  3.43%  1,297  3.28%  Similar
Radio Reach by Location        
    Radio Reach: Home  57.84%  24,503  61.91%  Similar
    Radio Reach: Vehicle  72.67%  22,578  57.05%  Low
    Radio Reach: Work  14.81%  4,018  10.15%  Low
    Radio Reach: Other  6.66%  2,553  6.45%  Similar
Listenership by Program        
    Radio Program: Adult Album Alternative (AAA)  0.83%  161  0.41%  Extremely Low
    Radio Program: Adult Contemporary  18.98%  8,258  20.87%  Similar
    Radio Program: AOR/Mainstream Rock  8.30%  1,206  3.05%  Extremely Low
    Radio Program: All News  3.92%  3,752  9.48%  Extremely High
    Radio Program: Adult Standards  2.32%  2,047  5.17%  Extremely High
    Radio Program: Classic Country  2.23%  689  1.74%  Low
    Radio Program: Classical/Fine Arts  4.51%  4,466  11.28%  Extremely High
    Radio Program: Mainstream Top 40/CHR  14.95%  8,527  21.54%  High
    Radio Program: Classic Hits  12.73%  4,193  10.59%  Low
    Radio Program: Comedy  0.79%  646  1.63%  Extremely High
    Radio Program: Classic Rock  8.51%  3,998  10.10%  High
    Radio Program: Ethnic/Multi-cultural  2.02%  1,556  3.93%  Extremely High
    Radio Program: Oldies  1.61%  553  1.40%  Low
    Radio Program: Hot Adult Contemporary  19.45%  4,943  12.49%  Low
    Radio Program: Jazz  1.04%  454  1.15%  High
    Radio Program: Modern/Alternative Rock  5.31%  2,959  7.47%  High
    Radio Program: Multi/Variety/Specialty  10.88%  5,630  14.23%  High
    Radio Program: Not Classified  6.78%  2,171  5.49%  Low
    Radio Program: News/Talk  33.62%  14,043  35.48%  Similar
    Radio Program: Religion  2.72%  389  0.98%  Extremely Low
    Radio Program: Sports  4.46%  2,455  6.20%  High
    Radio Program: Today's Country  11.95%  1,146  2.89%  Extremely Low
    Radio Program: Urban  0.40%  455  1.15%  Extremely High
Terciles of Usage        
    Radio Program: Adult Album Alternative (AAA) - Light  0.31%  59  0.15%  Extremely Low
    Radio Program: Adult Album Alternative (AAA) - Medium  0.25%  50  0.13%  Low
    Radio Program: Adult Album Alternative (AAA) - Heavy  0.40%  77  0.19%  Extremely Low
    Radio Program: Adult Contemporary - Light  5.24%  2,027  5.12%  Similar
    Radio Program: Adult Contemporary - Medium  6.51%  3,144  7.94%  High
    Radio Program: Adult Contemporary - Heavy  7.37%  2,453  6.20%  Low
    Radio Program: AOR/Mainstream Rock - Light  2.06%  430  1.09%  Low
    Radio Program: AOR/Mainstream Rock - Medium  2.79%  364  0.92%  Extremely Low
    Radio Program: AOR/Mainstream Rock - Heavy  3.44%  602  1.52%  Extremely Low
    Radio Program: All News - Light  1.32%  1,228  3.10%  Extremely High
    Radio Program: All News - Medium  0.98%  1,051  2.66%  Extremely High
    Radio Program: All News - Heavy  1.32%  733  1.85%  High
    Radio Program: Adult Standards - Light  0.52%  621  1.57%  Extremely High
    Radio Program: Adult Standards - Medium  0.90%  827  2.09%  Extremely High
    Radio Program: Adult Standards - Heavy  0.87%  803  2.03%  Extremely High
    Radio Program: Classic Country - Light  0.37%  107  0.27%  Low
    Radio Program: Classic Country - Medium  0.60%  182  0.46%  Low
    Radio Program: Classic Country - Heavy  0.95%  298  0.75%  Low
    Radio Program: Classical/Fine Arts - Light  1.54%  1,644  4.15%  Extremely High
    Radio Program: Classical/Fine Arts - Medium  1.38%  1,425  3.60%  Extremely High
    Radio Program: Classical/Fine Arts - Heavy  1.55%  1,200  3.03%  Extremely High
    Radio Program: Mainstream Top 40/CHR - Light  4.84%  2,514  6.35%  High
    Radio Program: Mainstream Top 40/CHR - Medium  4.61%  3,077  7.77%  High
    Radio Program: Mainstream Top 40/CHR - Heavy  5.47%  3,284  8.30%  High
    Radio Program: Classic Hits - Light  3.62%  1,363  3.44%  Similar
    Radio Program: Classic Hits - Medium  4.33%  1,421  3.59%  Low
    Radio Program: Classic Hits - Heavy  4.86%  1,312  3.31%  Low
    Radio Program: Comedy - Light  0.30%  192  0.48%  High
    Radio Program: Comedy - Medium  0.23%  219  0.55%  Extremely High
    Radio Program: Comedy - Heavy  0.35%  181  0.46%  High
    Radio Program: Classic Rock - Light  2.14%  1,068  2.70%  High
    Radio Program: Classic Rock - Medium  2.85%  1,271  3.21%  High
    Radio Program: Classic Rock - Heavy  3.33%  1,435  3.62%  Similar
    Radio Program: Ethnic/Multi-cultural - Light  0.75%  459  1.16%  High
    Radio Program: Ethnic/Multi-cultural - Medium  0.63%  414  1.05%  High
    Radio Program: Ethnic/Multi-cultural - Heavy  0.71%  641  1.62%  Extremely High
    Radio Program: Oldies - Light  0.39%  52  0.13%  Extremely Low
    Radio Program: Oldies - Medium  0.59%  116  0.29%  Low
    Radio Program: Oldies - Heavy  0.64%  233  0.59%  Similar
    Radio Program: Hot Adult Contemporary - Light  5.72%  1,789  4.52%  Low
    Radio Program: Hot Adult Contemporary - Medium  6.73%  1,956  4.94%  Low
    Radio Program: Hot Adult Contemporary - Heavy  6.77%  1,618  4.09%  Low
    Radio Program: Jazz - Light  0.24%  249  0.63%  Extremely High
    Radio Program: Jazz - Medium  0.32%  256  0.65%  Extremely High
    Radio Program: Jazz - Heavy  0.38%  172  0.44%  High
    Radio Program: Modern/Alternative Rock - Light  1.77%  1,266  3.20%  Extremely High
    Radio Program: Modern/Alternative Rock - Medium  1.73%  1,036  2.62%  High
    Radio Program: Modern/Alternative Rock - Heavy  1.90%  997  2.52%  High
    Radio Program: Multi/Variety/Specialty - Light  3.43%  2,140  5.41%  High
    Radio Program: Multi/Variety/Specialty - Medium  3.42%  1,830  4.62%  High
    Radio Program: Multi/Variety/Specialty - Heavy  4.01%  1,739  4.39%  Similar
    Radio Program: Not Classified - Light  1.67%  710  1.79%  Similar
    Radio Program: Not Classified - Medium  2.16%  601  1.52%  Low
    Radio Program: Not Classified - Heavy  3.00%  776  1.96%  Low
    Radio Program: News/Talk - Light  10.06%  3,762  9.50%  Similar
    Radio Program: News/Talk - Medium  10.84%  4,348  10.99%  Similar
    Radio Program: News/Talk - Heavy  12.64%  5,448  13.77%  Similar
    Radio Program: Religion - Light  0.78%  121  0.30%  Extremely Low
    Radio Program: Religion - Medium  0.97%  130  0.33%  Extremely Low
    Radio Program: Religion - Heavy  0.95%  163  0.41%  Extremely Low
    Radio Program: Sports - Light  1.53%  774  1.96%  High
    Radio Program: Sports - Medium  1.40%  713  1.80%  High
    Radio Program: Sports - Heavy  1.56%  896  2.26%  High
    Radio Program: Today's Country - Light  3.25%  587  1.48%  Extremely Low
    Radio Program: Today's Country - Medium  4.08%  475  1.20%  Extremely Low
    Radio Program: Today's Country - Heavy  4.72%  429  1.08%  Extremely Low
    Radio Program: Urban - Light  0.12%  155  0.39%  Extremely High
    Radio Program: Urban - Medium  0.13%  138  0.35%  Extremely High
    Radio Program: Urban - Heavy  0.17%  110  0.28%  High
 
This report is based on the data product "Consumer Behavioural and Product Usage 2017" developed by Manifold Data Mining Inc with the Numeris RTS survey data. No confidential information about an individual, household, organization or business has been obtained from Numeris Canada.
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