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West Island differs from rest of Montreal, says U.S. ratings company

5/31/2004

MONTREAL - Just before the BBM Spring radio ratings were released last week, American ratings company Eastlan Resources made public its first Montreal West Island suburban radio ratings survey.

Like BBM, the Eastlan survey was conducted between February 16 and April 11. "The results show significant differences in listening habits when compared with the entire Montreal market," says the company's press release.

"Franco listening patterns showed the biggest departure from overall Montreal listening as estimated by BBM. Reflecting the bilingual nature of most West Island Francophones, most prefer to listen to English radio. Standard Broadcasting's CHOM garnered the top spot in the overall 12+ beauty contest with an 18.3% share. Martz Communication's New York State border station CHR WYUL closed in on Standard's Mix 96 for the top young adult spot finishing #1 in most under 35 age demos after morning drive," it says.

Earlier this year, as reported by broadcastermagazine.com, Martz hired Eastlan to conduct its own ratings surveys in Montreal to gauge the ratings of the American border station in Montreal, the station's target market.

Montreal West Island Top 10, 12+ Mon-Sun 6a-Midnight
1. CHOM 18.3% (English) Rock
2. CJAD 14.0% (E) News/Talk
3. CFQR 11.6% (E) AC
4. CJFM 8.8% (E) Hot AC
5. CBME 5.2% (E) CBC-1
6. WYUL 4.3% (E) CHR
7. CJPX 3.8% (French) Classical
8. CINW 3.3% (E) News
9. CKOI 3.1% (F) CHR
10. CKAC 3.1% (F) News/Talk

WYUL (94.7 HITS-FM) Montreal West Island
A12-24 Mo-Fr 10a-Mdnt WYUL 20.2% and #1
A18-24 Mo-Fr 10a-Mdnt WYUL 23.3% and #1
A12-34 Mo-Fr 3p-Mdnt WYUL 18.2% and #1
A18-34 Mo-Fr 3p-Mdnt WYUL 19.1% and #1

Eastlan surveyed 680 people in the 290,000 population West Island suburban area of Montreal. Eastlan is the 2nd largest U.S. radio ratings company. It currently measures more than 70 markets with the largest being #88 Gainesville/Ocala, Florida with a 12+ population of nearly 500,000. Eastlan utilizes random stratified telephone-based research that matches the population composition of the survey area.

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