" We are Canada’s largest radio broadcaster across all metrics. Our 83 radio stations reach 9 million Canadians each week. "
- Jacques Parisien, Group President, Astral Media Radio and Astral Media Outdoor
Radio
Astral Media Radio
Astral Media Radio (AMR) operates 83 licensed radio stations across eight Canadian provinces. AMR is currently the largest broadcaster in Canada across all metrics: number of stations, revenues and number of employees. The Astral Media Radio Group comprises vibrant and iconic brands, highly esteemed in their respective regions. Fully committed to promoting Canadian music, AMR remains an innovative leader and focuses on evolving its different brands over time. Many strategic partnerships result from this constant desire for openness and thinking creatively, notably through the positioning of world-renowned brands such as Virgin Radio and, more recently, NRJ.
astralmediaradio.com
Each week, our 83 stations reach nearly 9 million Canadians and generate 92 million hours tuned, representing 17% of the Canadian total. (Total Canada, S4 2008).
Financial highlights
In Fiscal 2009, AMR displayed strong resilience at a time when the Canadian advertising sector declined sharply as a result of the global economic downturn.
Revenue grew by 9% to $323.0 million, compared to $296.3 million in 2008, mainly explained by an additional two-month contribution of the assets acquired from Standard Radio as compared to Fiscal 2008.
Thanks to highly focused sales strategies and key investments in strategic programming, branding and marketing initiatives resulting in favourable ratings, AMR outperformed the Canadian radio sector by 500 basis points in the markets where it operates.
EBITDA declined by 1% to $110.4 million, compared to $111.1 million in 2008.
EBITDA margin was 34.2%, remaining one of the highest in Canadian commercial radio.
Revenues - Radio Group - Five-year overview
Fiscal 2009 at a glance
International radio brands
After launching the very first Virgin Radio station in North America in August 2008, AMR introduced three additional stations under the same banner to create a four-station Virgin Radio network in the key Vancouver, Toronto, Ottawa and Montréal markets. The new network generated a great deal of enthusiasm among listeners and advertisers that translated into increased market shares and advertising sales.
In August 2009, the 10 Énergie network stations in Québec adopted a new brand image, becoming NRJ. This stunning refresh was made possible by an agreement with Groupe NRJ, the world's largest private radio group with operations in 12 countries, over 400 frequencies reaching 17 million listeners and unique multiplatform expertise. This agreement gives NRJ listeners throughout Québec access to exclusive on-air and online content, while retaining the best in humour and music.
Stations connected to local communities
Astral Media Radio's team of 125 journalists is the largest in Canada. Covering local, regional, national and international news of importance, they offer listeners a quick portrait of what they need to know, all the time.
With the addition in August 2009 of the Drummondville market, the Rock Détente network now counts 9 stations under its banner.
EZ Rock 104 Woodstock was rebranded to sport its call letters, CJ104, and now reflects its popular Hot Adult contemporary format.
Fiscal 2009 saw Astral Media Radio Interactive (AMRI) deploy websites for Virgin Radio and NRJ in over 14 different local broadcast markets.
Introducing PPM
After over 60 years of measuring radio audiences based on a sample group filling in a diary by hand, in September 2008, the Montreal radio industry adopted a new survey methodology: the Portable People Meter or PPM.
To help media specialists better understand the resulting changes and allow them to plan even more effective campaigns, AMR launched the InfoPPM portal, a dynamic and interactive information source: infoppm.astralmediaradio.ca
New station
In August 2009, the Canadian Radio-television and Telecommunications Commission (CRTC) granted AMR a new licence for an English-language station at the 99.7 FM frequency in Ottawa/Gatineau. The new station will offer soft adult contemporary format and target primarily women between 35 and 64 years old. Its launch is scheduled for Fiscal 2010.
Outlook for Fiscal 2010
AMR is optimistic about the future of radio in Canada. Our local involvement, programming that meets the needs of listeners and advertisers, combined with a very creative and innovative approach to our business support our optimism. Radio is in better shape than ever before and offers more flexible solutions to advertisers, more pertinent contemporary and exclusive content to listeners and a better multiplatform complement.
AMRI is carefully tracking Internet, mobility and other multiplatform trends and pursuing every opportunity offered by new technologies while maintaining focus on our core business. AMRI will work to connect AMR brands and their clients with listeners, wherever they are and when they want.
Astral Media Radio will continue to build its now-strengthened brands and networks, such as Virgin Radio and NRJ, in order to broaden its target audiences and consolidate its position in all the markets where it operates.
The PPM measurement rollout will continue in all major Canadian markets starting in December 2009. Toronto, Calgary, Edmonton and Vancouver have been targeted at this time. Standardizing methodology across the country will have a positive impact on how radio is bought and sold. AMR intends to maintain its leadership position by continuing to develop its InfoPPM portal with information capsules about PPM and by working with media planners and buyers, among other initiatives.
Finally, AMR's Live Audio Streaming platforms will be upgraded and a new integrated mobile offering will be deployed on air.