CJOB’s radio rivals have cut into the station’s longtime hold on the city’s listenership ratings, according to figures released by BBM Canada Thursday.
CJOB’s percentage share of total hours tuned into city radio stations fell to 12.8 per cent in the spring book compared to the station’s 15.4 per cent rating last fall.
Its five percentage point lead in the city ratings battle last fall was whittled down to less than two per cent this spring, as CBC Radio One increased its share this spring to 11.1 per cent from 10.0, the BBM Canada ratings reveal.
Chris Brooke, program director for TSN 1290, said this round of ratings shows that the all-sports station has arrived in Winnipeg.
"It’s the go-to station for sports fans in the city," he said.
It didn’t go unnoticed that the station is ahead of perennial heavyweight CJOB in its key demographic of men 25 to 54 years of age.
"It’s kind of like crossing the Rubicon. There’s no going back now," he said. "That’s very significant for us. Respectfully, even though they’re more news and information now, it’s quite clear that we’re the destination for sports information."
Brooke said the station’s performance is being driven by the drive-home show of Hustler & Lawless, The Big Show morning show and, of course, Winnipeg Jets games.
"The hockey numbers are absolutely enormous. The Jets provide a broader target because there are so many females interested in Jets hockey. That has allowed us to grow at an even better clip. We haven’t reached the ceiling of this format yet. All I know is that this is a sports-crazy city," he said.
BBM Canada’s spring ratings were measured between March 4 and April 28. Last fall’s measurement period was between Sept. 3, 2012 and Oct. 28, 2012.
Here are the total ratings figures for all Winnipeg stations, with last fall’s ratings in parentheses:
CJOB - 12.8 (15.4)
CBC Radio One - 11.1 (10.0)
QX 104 - 8.1 (7.4)
103.1 Virgin FM - 8.0 (7.3)
102.3 Clear FM - 7.1 (5.6)
CITI-FM - 6.9 (7.5)
99.9 Bob FM - 6.4 (6.9)
Fab 94.3 - 5.9 (6.1)
Power 97 - 4.4 (7.4)
TSN 1290 - 4.3 (2.6)
Energy 106 - 3.9 (5.3)
CBC Radio Two - 3.1 (2.9)
99.1 Fresh FM - 2.5 (2.5)
100.7 The Breeze - 2.1 (1.0)