Kelowna

The numbers are out! We now know who listens to what station and how often stations are tuned in each week. The ratings are produced twice a year by the Bureau of Broadcast Measurement (BBM). There are eight private radio stations in the Kelowna market, and CBC radio One and Two. The Giant-FM from Penticton can also be picked up here so it's included in the survey.

 

There are a lot of ways to gauge radio listeners. The BBM chart above shows the whole range of demographics.

Most stations are way more focused and have gone after only part of the market. We talked with most of the stations and we did not find anyone who was disappointed with the ratings. According to them they are all 'winning" (sorry Charlie).

Some say they are ahead in the 12+ age group, others are adamant they have the female market sewn up from age 35-54, but across the street they're leading with their target market of 25 to 54.

Astral Group Brand Director Mark Burley says, "Sun, AM1150 and E-ZRock are still one, two three 12 plus and that's what we aim for and we are achieving our target demo so we are happy campers today." 

At the Jim Pattison Group they are also dancing to the tune of their own music.

"We're really happy, Power is doing very well and Q is getting some good traction with our female numbers. We're getting 200-300 per cent bumps from the last couple of books so we are really happy. Our life blood is in the 25-54 adult demographic that's where and how we pay the bills and that's what advertisers buy. When you make huge in-roads in there it's very gratifying," says General Manager Bruce Davis. 

K96.3 Station Manager, Dallas Gray says they are number one with adults 35-54 all week and number one with men 35-54 all week.

"The music is the most important part of our product but what is interesting and what these results show is that K96.3 appeals not just to our core demographic of adults 35-54 but to listeners of all ages," says Gray.

The Giant in Penticton beat Q103 in the 12+ demo so they're also smiling.

"I think everyone can take something positive away from the ratings. There's always some encouragement and sometimes you find something that needs to be addressed. We love our listeners, they've supported us through thick and thin and their loyalty is much appreciated," says General Manager James Robinson. 

Will the Giant change to try and capture more of the market? To that question Robinson says, "Nope, we're going to keep on country trucking."

Over at The Juice General Manager Ross Hawse says they are just a little independent FM that's finding its way.

"There are some really great radio stations here and people should be thankful they have the choices they have in this market. We've got a great small staff here and we love doing radio. We're cautiously optimistic with what's happening with The Juice. We're not thrilled but we're happy and we have great brand awareness," says Hawse. 

Not to be left out, CBC One has very good numbers with the 50+ market and although they are not on our BBM chart they do have a 13.1 per cent share for the total week from 5 a.m. to 1 a.m. CBC Two is last with 3.3 per cent. 

So who's the winner? The winner is the listener, with numerous choices of music genres, personalities, news and sports there is something for everyone's ears.