The latest radio ratings from Numeris paint a complex picture for Montreal’s airwaves. While stations are speedy to tout their top rankings and market share gains, a closer look reveals a shrinking audience overall.
Almost every show in the city,even those boasting increased market share,has experienced a decline in listeners compared to last year. for instance,Paul arcand’s show on 98.5 FM averaged 90,000 listeners per minute at this time last year, compared to 66,000 for Patrick Lagacé this fall.On ICI Première, Pénélope McQuade’s audience has shrunk by a third.
“But where could radio listeners have gone this fall?”
The answer, according to industry experts, lies in the rise of online listening services. “The fault of course is the online listening services,” notes one analyst.However,it’s crucial to remember that these digital listening habits aren’t fully captured in conventional audience ratings.
A Shifting Landscape
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The shift towards online platforms presents a challenge for traditional radio broadcasters. As listeners increasingly turn to streaming services and podcasts, radio stations must adapt to remain relevant.
While the future of radio may look different, it’s far from over. Stations that embrace digital platforms and innovative programming strategies are well-positioned to thrive in this evolving media landscape.
The challenge for radio now is to find ways to bridge the gap between traditional broadcasting and the digital world, ensuring they remain a vital source of details and entertainment for listeners.
The Numeris data, while highlighting a decline in traditional radio listenership, also underscores the need for adaptation and innovation within the industry.
The world of audio entertainment is undergoing a dramatic shift, with traditional radio facing a steady decline in listeners. This trend, experts say, is driven by the rise of on-demand streaming services and the increasing popularity of podcasts.
“Radio is following the opposite curve of online listening services,” observes André St-Amand, a consultant in the audio industry.”We talk a lot about spotify and Apple Music which have hurt music radio, but podcasts also compete with talk radio. There are more audio offerings and people only have 24 hours in a day, so, inevitably, listening to traditional radio is declining.”
As listeners increasingly turn to personalized playlists, on-demand podcasts, and audiobooks, traditional radio stations are struggling to maintain their audience share. This trend is likely to continue as technology evolves and new audio platforms emerge.
the radio industry is facing a challenging landscape as traditional listening habits evolve. André St-Amand, a seasoned radio professional and former Cogeco executive, believes the rise of teleworking is a significant contributor to this decline.
“There are fewer people commuting in their cars, which remains the primary setting for radio listening,” St-Amand observes.”Similarly, fewer people are in offices, where background radio exposure was common.” He expresses deep concern about this nationwide trend.
Shifting Listening Habits
According to Numeris data, Canadians averaged 11 hours of traditional radio listening per week in the fall of 2023, a significant drop of six hours compared to a decade earlier.
This shrinking audience has led to a loss of advertisers,posing a major challenge for stations,with the exception of publicly funded Radio-Canada,which relies on government support. Between 2019 and 2023, the CRTC estimates that Montreal’s French-language commercial radio market experienced a 24% revenue decline.
“Major broadcasters acknowledge that traditional radio has seen better days. But they argue that the overall picture is not as bleak as it truly seems,”
Radio stations report a surge in “catch-up” listening through their apps, a trend not captured by Numeris data.
“Numeris provides only a partial snapshot.Audio consumption habits are changing.Increasingly, people are choosing to listen to specific segments of our shows after they air. Numeris doesn’t currently measure this. It would be a mistake to draw conclusions based solely on these figures,” asserts Caroline Jamet, General Director of Radio and Audio at Radio-Canada.
Cogeco,which owns popular stations like 98.5 FM, Rythme, and CKOI, echoes this sentiment.
The way we measure radio listenership is evolving, and industry leaders are calling for a more comprehensive approach. Jean-Sébastien Lemire, Vice President of Digital Strategy at Cogeco Média, emphasizes the need for updated methods that reflect the changing habits of radio audiences.
“The sample that Numeris uses is very representative. It is indeed very reliable when it comes to live listening. now, our wish is that Numeris adapts its measurement to also be able to capture new listening habits,”
Lemire’s statement highlights the current limitations of Numeris, Canada’s leading audience measurement provider. While Numeris accurately captures live listening data, it doesn’t fully account for the rise of on-demand listening and digital platforms.
A Shift in Listening Habits
Numeris acknowledges the need for change and is actively engaging with industry stakeholders to refine its methodology. Catherine Malo,Senior Vice President of Business Development and Marketing at Numeris,explains the challenge.
“If there is a consensus for us to change our method of calculating listening, we will do it. But we really need a broad consensus, because it is very expensive to change the way we do things,”
The cost of implementing new measurement techniques is a significant factor, and Numeris is seeking industry-wide agreement before making any major changes.Some radio stations are already adapting to the digital landscape and reaching new audiences through online platforms, while others are still catching up.
How Numeris Measures Radio Listenership
Numeris uses a representative sample of nearly 1,000 individuals in the French-speaking Montreal radio market. These participants carry a PPM (Portable People Meter) device, a pager-like gadget that tracks their exposure to radio broadcasts. Listeners are counted even if they are passively exposed to radio in public spaces like waiting rooms or buses.
The system also captures listening through radio station apps and wired headphones. However, it currently doesn’t account for listening via Bluetooth headphones, an issue Numeris is working to address.
As the radio industry continues to evolve,the need for accurate and comprehensive measurement tools becomes increasingly crucial. Numeris’ ongoing efforts to adapt its methodology will play a vital role in shaping the future of radio broadcasting.
## Montreal Radio: A Changing Tune?
The latest radio ratings from Numeris paint a complex picture for Montreal’s airwaves. While stations are quick to tout their top rankings adn market share gains, a closer look reveals a shrinking audience overall. this raises the question: where have all the listeners gone?
**Expert Interview:**
**World Today News:** We’re joined today by André St-Amand, a seasoned consultant in the audio industry, to discuss these recent trends in Montreal radio listening. André, thanks for joining us.
**André St-Amand:** My pleasure. It’s a fascinating time for the radio industry,to be sure.
**World Today News:** Numeris data shows a decline in conventional radio listening across Montreal, a trend mirrored across Canada. What factors do you see contributing to this shift?
**André St-amand:** There are several factors at play. One is the undeniable rise of online listening services like Spotify and Apple Music. These platforms offer on-demand access to a vast catalog of music, personalized playlists, and podcasts, attracting listeners away from traditional radio formats.
**World Today News:** Radio listening habits seem to be evolving,rather than disappearing altogether.
**André St-Amand:** Absolutely.People are still listening to audio content, just in different ways. We’re seeing a rise in “catch-up” listening,where people download or stream shows later,a trend not fully captured by traditional ratings.There’s also a shift towards podcasts, which offer more niche content and specialized expertise.
**world Today News:** You’ve mentioned the impact of online services. Do you see podcasts as direct competition for traditional talk radio, as well?
**André St-Amand:** Absolutely. Podcasts are emerging as a strong competitor for talk radio. They allow for in-depth conversations and diverse perspectives that appeal to a specific audience. This certainly presents a challenge for traditional radio stations who need to find innovative ways to differentiate themselves.
**World Today News:** Are there other factors influencing these changing listening patterns?
**André St-Amand:** I believe the rise of telework has also contributed to the decline. With fewer people commuting in their cars – a traditional setting for radio listening – and working from home, the exposure to background radio has decreased.
**World Today News:** What does this mean for the future of radio in Montreal?
**André St-amand:** It’s a crucial moment for radio stations. They need to adapt and embrace new technologies, offer digital platforms and on-demand content, and find innovative ways to connect with audiences in a changing media landscape.
**World Today News:** Thank you for sharing your insights,André. It seems the future of radio lies in adaptability and a willingness to embrace the evolving world of audio entertainment.
**André St-Amand:** my pleasure.it’s an exciting challenge, and I believe radio still has a vital role to play in informing and entertaining audiences.
