Pattison Stations Dominate Kelowna Market

Kelowna’s Best Rock – Power 104 FM is once again Kelowna’s number one radio station with adults 25-54 years of age, while its sister station, 103.1 Beach Radio, is making huge waves as it moves to 2nd place adults 25-54 and takes the position of #1 commercial radio station in Kelowna – with all adults.

A staple in the Okanagan’s broadcast industry, Power also boasts the number one morning show in the market place two years in a row thanks to a quirky duo who keep the listeners laughing with The Bob and Bob Show.

“We are so ecstatic,” says Power 104 FM Program Director Jasmin Doobay. “In the last seven ratings periods, we have been number one four times.”
Power’s sister station, 103.1 Beach Radio also has bragging rights following the most recent Numeris ratings – which measure audience for Canadian broadcasters.

Since launching last October, Beach has become Kelowna’s fastest growing radio station.

In less than a year, station ratings jumped from last place in the market to the # 1 rated commercial radio station with all adults in Kelowna.

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“The ratings also show we are the most listened to radio station in Kelowna,” says Senior Program Director for Beach Radio Russell James. “We refocussed our music playlist to include the biggest hits from the 80s and 90s and launched a brand-new fun, local, energetic morning show in March – Beach Mornings with Ara and Toby.”

These two stations now represent a 36 per cent share in the market when it comes to listeners between the ages of 25 to 54.

“No other two radio stations come even close,” says Karl Johnston, Jim Pattison Broadcast Group (JPBG) General Manager for the Okanagan.

The ratings are a huge accomplishment in a market where eight different stations are vying for listenership and advertisers.

Ross Winters, director of programming for JPBG, suggested nowhere in western Canada are radio stations more competitive than in Kelowna.

“By comparison, Greater Victoria with a population nearly double that of Kelowna’s has only five radio stations,” says Winters.

While the ratings are an attractive quality to advertisers, they aren’t the only reason businesses look to Power and Beach stations for marketing.

Michael J. of Big White Ski Resort has been a client since 1982 and said he keeps investing because of the relationships he built with the radio program-directors, on-air hosts and sales associates over the years.

“We make good radio together. They understand what I need and at the end of the day, my goal is similar to theirs — we want people to listen. The longer they listen, the more they hear about me and try my resort. Power and Beach have just been a staple of consistency in the market place,” he said.

The ratings matter because radio still matters.

Numeris data shows radio’s reach is at 86 per cent of Canadians over the age of 12, which translates to 27.3 million people each week.

The time each person spends listening each week is 16.6 hours with nearly half of them tuning in at home, over a third in the car and 20 per cent at work.

The Jim Pattison Broadcast Group has the top two rated radio stations in Kelowna.

“Radio is an unshakable cultural force and as leaders in the broadcast industry, we continue to jump in with both feet,” adds Johnston.