CBC continues to rule the roost when it comes to radio listening in the Central Okanagan

Photo: Robin Jones

If it ain't broke, don't fix it.

That could easily be the mantra for radio listeners throughout the Central Okanagan, who continue to make CBC Radio their station of choice.

Once again, radio listeners have flocked to CBC more than any other station, and, in greater numbers than a year ago.

Radio stations are rated twice a year, once in the spring and again in the fall, by Numeris.

And, while ratings are broken down into several target demographics which different stations try to attract, Castanet has traditionally looked at market share for all listeners 12-plus to give an overall snapshot of the market.

Numbers used represent a percentage of all radios tuned to any station over the course of a week.

According to figures released this week by Numeris, CBC Radio grabbed a 23.2 per cent share of the local market, more than four percentage points higher than 12 months ago.

New Country jumped from fourth to second with a 10.5 per cent share, a rise of 2.5 per cent.

Pattison-owned Beach FM and Power 104 occupied the third and fourth spots with a 9.3 per cent and 8.6 per cent share respectively. However, both stations lost more than two per cent market share over spring of 2020, the only stations to show a decline.

Virgin FM, AM 1150, Move FM and K96.3 occupied the bottom four spots.

103.9 The Lake, which returned to the airwaves two months ago, was not included with these ratings.