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Abstract

This study examines the audience performance of CBC Radio. Adopting an innovative statistical method from a 2002 study authored by Robert Picard, this study accounts for competition among radio stations to present a meaningful picture of CBC Radio's performance against expectations. This is done on a province-by-province basis from 1999- 2007, the most recent period for which market share data is available through Statistics Canada. The study finds that CBC Radio's performance generally exceeds expectations by a modest margin, though performance is noticeably stronger in British Columbia and weaker in Prince Edward Island.