CBC Research Toronto RT332007RD Vancouver AM/FM Radio Listening Trends: S September 2007 CBC Research

CBC Research Toronto 2 Table of Contents Objective & Methodology3 Executive Summary4 AM and FM Share in the Vancouver CMA5 Proportion of AM & FM Exclusive Tuning in the Vancouver CMA6 Radio Listening By Location7 CBC Profile9 Appendix10 Contribution by Station: Station Breakdown11 RT332007RD

CBC Research Toronto 3 Objective & Methodology Objective An overview of AM and FM listening trends in the Vancouver market. Including a look at the AM and FM tuning by demographic and location. Methodology Data from the BBM S book was used in conjunction with data pulled from the previous BBM reports. Please note that data from S is excluded from this report due to the CBC Labour Disruption. RT332007RD

CBC Research Toronto 4 Executive Summary Compared to Fall 1989, overall AM tuning is down. In Fall 1989, full week AM tuning captured a share of 62% in the Vancouver CMA compared to a 34% share in S Conversely, FM share has increased. In Fall 1989, overall FM tuning captured a share of 37% compared to a 62% share in S In Vancouver, 42% of radio listeners tuned exclusively to the FM band with 19% tuning exclusively to the AM band. In Vancouver, almost half of in-home listeners and in-vehicle listeners listened exclusively to the FM band while 75% of at work listeners tuned exclusively to FM.. In the Vancouver CMA, younger listeners were more likely to be Exclusive FM listeners. However, Exclusive FM listening was also rising among viewers aged 50+. At the same time CBU’s AM audience has aged with viewing among listeners aged declining from 49% in 1990 to 32% in RT332007RD

CBC Research Toronto 5 Tuning composition in S was markedly different than in Fall While AM dominated the market in Fall 1989, in S FM outperformed AM. However, from Spring 1996 through to Spring 2007, the trends have remained generally steady – although AM share has been slowly declining. Total Week Share (Monday to Sunday) to AM & FM Stations in the Vancouver CMA All Persons 12+ Source: CBC Research, BBM Books

CBC Research Toronto 6 Source: CBC Research, BBM Books – Fall 2003 and S While 42% of Vancouver radio listeners tuned exclusively to FM, only 19% tuned to AM exclusively – generally consistent with Fall The most notable shifts occurred among the 50+ demographic: the proportion of exclusive FM tuning has increased among the 50+ age group, while AM tuning has decreased among listeners aged 65+. The Proportion (%) of Radio Listeners in the Vancouver CMA that Listen to… Exclusively FM Frequency AM Frequency

CBC Research Toronto 7 In an average week, almost half (49%) of all listening was done in the home with 30% done in a vehicle and 21% done at work. The proportions change for individual time periods with in-home accounting for 59% of listening during he weekday breakfast period and in vehicle accounting for 43% of listening during the weekday drive period. Source: CBC Research, BBM Books – Fall 2003 and S1 2007

CBC Research Toronto 8 In Vancouver, almost half of in-home listeners and in-vehicle listeners listened exclusively to the FM band while 75% of at work listeners tuned exclusively to FM. Source: CBC Research, BBM Books – Fall 2003 and S1 2007

CBC Research Toronto 9 CBU’s audience profile has become older since In 1990, 48% of CBU’s listening was done by the 50+ age group. It has risen to 65% in Spring There has been a corresponding drop in the group from 49% to 32%. Source: CBC Research, BBM Books – Fall 2003 and S1 2007

CBC Research Toronto RT332007RD Appendix

CBC Research Toronto 11 In S1 2007: Mid-Sized Stations = 30% Contribution In S1 2007: Small Stations = 15% Contribution* Contribution by Station to the Total Hours Tuned to CBC Radio One Anglophones 12+, Monday to Sunday (5am to 1am) Change in Contribution from Fall 2003 to S1 2007: CBLA FM (Toronto): up three percentage points CBU (Vancouver): down two percentage points CBO FM (Ottawa): up two percentage points Mid-Sized Stations: unchanged Small Stations: down two percentage points * NOTE: Percentages do not add up to 15% due to rounding. Source: CBC Research, BBM Books – Fall 2003 and S1 2007

CBC Research Toronto RT332007RD