Maripier Morin has not lost his power of attraction. His arrival at WKND 99.5 propelled the market share of the Montreal network in the mornings. We are talking about a jump of 150%, according to Numéris.
Of course, these results are (very) far from those of the king of the airwaves, Paul Arcand, who posted an autumn average of 34.8 market shares at 98.5 FM. But for WKND, a young station on the air since the summer of 2020, this is an encouraging sign.
The show On part ça d’ame, which Maripier Morin has been piloting with Patrick Langlois and Vincent Dessureault since the start of the school year, records 2 market shares between 5:30 a.m. and 9 a.m. on weekdays, reveal the new surveys, which cover the months of September , October and November. During this same period in 2022, the station had 0.8 market share.
“For us, it’s major,” comments Benoit Simard, program director at WKND. This is really good news, especially since we increased our morning listening hours by 132%. »
The entry into office of Maripier Morin was closely followed. By revealing her hiring last May, WKND made headlines, since for the host, this announcement marked her real return to the media space, after having disappeared there in 2020, following allegations of sexual misconduct and physical assault. Six months later, Benoit Simard speaks of a “successful bet”.
“But beyond the numbers, we have also noticed a big increase in the calls, texts and reactions we receive. We are really very, very happy. »
In total, in the space of a year, WKND 99.5’s market share has climbed 26% to reach 2.4 this fall. In the general ranking of French-speaking stations in Greater Montreal, the antenna of the Leclerc Communication group comes in 8th place, ahead of BPM Sports (0.7 market share) and Radio Circulation (0.7 market share).
The 98.5 continues its outrageous domination of the charts, with 22.9 market shares. Despite the absence of Paul Arcand in recent weeks, the Cogeco branch is ahead of ICI Première, which comes second with 17.8 market shares. Followed by Rythme FM (12.8), Rouge (7.5), CKOI (7.4), ICI Musique (7.2) and Énergie (6.1).
Since we must get up (Paul Arcand), The Normandeau effect (Nathalie Normandeau), Quebec now (Patrick Lagacé) and Without reserve (Luc Ferrandez) occupy 4 of the first 5 positions in the top 40 of the most listened to programs in the Grand French-speaking Montreal.
“It’s something to get to the top, but to stay there like that, poll after poll, after poll, it’s extraordinary,” said Julie-Christine Gagnon, program director at 98.5.
Concerning Paul Arcand, who has no longer been on the microphone in the morning since Monday November 13 due to a health problem, Julie-Christine Gagnon affirms that “he is doing well for the moment”. Louis Lacroix will continue to act as interim until his return, for which no date has yet been set.
“We can’t wait for him to come back,” says Julie-Christine Gagnon. Obviously, we miss him. To the listeners too. They can’t wait to hear it, especially since he’s leaving in June. »
On the Radio-Canada side, we mention a “historic” fall, both for ICI Première and ICI Musique, which are hitting their own fall marks. “Since 2019, ICI Musique’s market share has almost tripled,” points out Caroline Jamet, General Director, Audio and Radio, of Radio-Canada.
Among the factors that can explain this increase, Caroline Jamet cites the popularity of OHdio, Radio-Canada’s digital platform, on which there is a 12% increase in listening to ICI Première and ICI Musique compared to to 2022.
The addition of Patrice Bélanger in the morning, with Marie-Josée Gauvin and Pierre-François Legendre, also seems to have borne fruit. Reached by telephone, Chloé Boissonnault, general manager, French-language radio at Bell Media, describes its arrival as a “catalyst” among 25-54 year olds, the target group for advertisers. “The Survivor Quebec showcase was a good springboard for us. »
Speaking of Survivor Quebec, Patrice Bélanger will leave his microphone for two months later this winter, to film the second season of the reality TV show. The identity of the host who will take his place is not yet known. But we know who will take over from Julie Saint-Pierre at the helm of Rouge au travail in January, when she goes on maternity leave: Andrée-Anne Brunet will cover the mornings and Benoit Gagnon, the afternoons.