WMVP scores big in ratings; Will SCR hire McNeil?

Posted by Ed Sherman
at 4/27/2009 6:04 AM CDT on Chicago Business

The latest local sports talk radio ratings were huge for the Tom Waddle-Marc Silverman and Afternoon Saloon shows on WMVP-AM 1000. But ultimately the big winner might be Dan McNeil.

WMVP absolutely crushed WSCR-AM 670 during the ratings period that encompassed January through March. In the all-important men ages 25-54 category, the one that matters to advertisers, WMVP had a 5.1 share (percentage of radios tuned to the station) to 2.6 for WSCR from 6 a.m.-7 p.m.

That's 40-0 in football.

Here's the breakdown in the men 25-54 demo:

Morning drive: Mike and Mike on 1000 did a 4.0 rating, while Mike Mulligan and Brian Hanley were at 2.2.

Mid-morning: Mr. Waddle and Mr. Silverman dominated with their show on 1000 at 4.9, compared to a 2.6 for Lawrence Holmes and Dan Hampton on SCR. The Waddle-Silverman pairing has gained serious traction, so much so that MVP expanded their show an hour until 1 p.m.

Early afternoon: The syndicated ESPN show of Scott Van Pelt and Mike Tirico posted a strong 4.8, while Mike Murphy had a 3.0 on SCR.

Afternoon drive: The Afternoon Saloon trio of John Jurkovic, Harry Teinowitz, and Carmen DeFalco remained a force on ESPN with a 4.6 rating, easily winning the competitive time slot over Terry Boers and Dan Bernstein, who had a 3.4 on SCR.

Mr. McNeil was around for part of the Afternoon Saloon's ratings period in January before being knocked off the air after the station declined to renew his contract. However, Mr. DeFalco stepped up as a replacement and has fit in well with his off-beat (whacky? eccentric?) partners.

Needless to say, MVP executives are thrilled with this ratings report, especially for the Afternoon Saloon show with Mr. DeFalco.

"Carmen has done a real nice job of growing his career to be ready for this next step," said MVP program director Justin Craig. "Having seasoned vets like Harry and Jurko alongside him have really assisted in his rapid ascent. It doesn't hurt that he's worked with the guys a lot to help in the crucial building of chemistry. He's learning everyday and continues to show why he's bound to have a bright future."

Meanwhile, SCR officials are laying low, as they contemplate strategy. The most obvious move is out there for them: Hire Mr. McNeil.

Mr. McNeil is available for duty, and in the words of one local radio executive, "He's a game changer."

Bob Snyder, the former general manager WMVP, thinks WSCR should look hard at returning Mr. McNeil to his former station.

"If they have desire and commitment to rebuild what was a very marketable brand, I believe they are at the point where only bold steps will make a difference," said Mr. Snyder, who operates a radio consulting firm, Beason Broadcast Partners. "You'd have to consider reconciling and working something out with Dan to be one of those steps."

For his part, Mr. McNeil isn't talking, which he acknowleges is a rarity for him. "I'm in the bunker," he said.

However, Mr. McNeil and SCR are talking. The latest ratings report should give SCR even more incentive to make the move. It definitely helps Mr. McNeil's position.

Where would he fit? He'd either slide into morning or afternoon drive. As Mr. Snyder once said, if this was baseball, you put Mr. McNeil in the No. 3 slot and build the lineup around him.

So what will SCR do? It would make great fodder for sports talk radio, wouldn't it?

Full disclosure: Mr. McNeil and I are collaborating on a book on Chicago sports that will be out in the fall.

Cairo should be in hiding after this. His boys are getting destroyed by a team where Harry is the most well known host. They are also just barely ahead of arch rival Murph.

I have a new idea for the SCORE. Bernstein in the morning, Dan and Boers in the afternoon.

hiding? Why? B&B is a NICHE show. They appeal to a SMALL audience base. They should be getting beat by a show with a more vanilla approach. They should never have been in drive time in the first place.

How much did spring training baseball hurt b&b?

Quit the excuse making conns..

The one hour of the national T&VP show is lackluster and the Afternoon Saloon is just BRUTAL! Carmen is okay but Harry makes me want to beat my children with that worn out act of his. When Jurco is the driving force behind the show there are serious problems. I thought that B&B would have trounced their time slot but I guess the general public would rather listen to 3 dorks in a dorm room than 2 elitist douchebags looking down on the masses from their ivory tower while driving home from work.

Very nice summary of the afternoon drive nightmare in Chicago.

Well done!

i hate the ESPN programming. my little mind can't fathom that people would listen to it over local programs.

In Mac's last ratings book, I believe he lost to B&B. I guess he was a game changer, he left and the show beat B&B. That is game changing.

The problem is that CBS/WSCR management is not advertising/marketing their shows. They let the shows try to sell themselves. You need to have quality shows and market the shows to be successful.

The only qualtiy show is Mully & Hanley and it is not being marketed by management. I bought all the mugs that were given away and was told by Paul Agase, the GM at the time, your sure getting alot of free advertising instead of being thanked. He didn't realize that I was marketing his product also at no cost to the station. What does CBS management do make Paul Agase the national sales manager when a reschuffling took place.

Great move make a guy that doens't know how to sell or market the national sales manager.

Mully & Hanley bought there own shirts that were being given away since the WSCR didn't. Another example of the talent being smarter than the management.

Then the WSCR management takes Mully & Hanleys producer and moves him to another position on the WXCR. Smart move. Take the guy who worked well with Mully & Hanley and knew how to run a show (the important moring drive where you are suppose to get the highest ad revenue) and move him. Then you lay all this on Rock along with his normal job.

That is why I am advertising on Chicagosportswebio they know how to market the shows along with having talented hosts.

David Spada

Several eh?

Don't bet against North. If I had the money and were asked I would.

Mike North was the WSCR. Whenever the WSCR got national attention it was becuase of North. Hes a great interviewer, a great salesman, and loyal beyond belief.