WSCR gets chance to crow
Even without Sox, station edges WMVP in radio ratings
In sports radio, as in sports, you don't want to give your opponent bulletin board material.

A few weeks ago, WMVP-AM 1000 general manager Jim Pastor attributed WSCR-AM 670's big lead in the summer ratings to the White Sox being on that station. Pastor concluded that with the Sox not playing much in the fall, "things will settle back to reality."

Well, here's the latest in reality: Even without the Sox, WSCR still is the dominant sports talk radio station in town.

The fall ratings, which came out Wednesday, show WSCR has a 2.0 share in listeners 12 and older, compared to 1.5 for WMVP; share is the percentage of radios tuned to a station. In men 18 and older, WSCR is up to 3.6 compared with WMVP's 2.8.

WSCR didn't care for Pastor's assessment of the summer book. The station was anxious to show it can hold its listeners without the Sox. A Sox-less WSCR basically maintained its audience in the fall, dropping a hair from its 2.1 in the summer.

"The issue in this ratings book was local," WSCR general manager Paul Agase said. "We're the local sports station in town, and we dominated."

Pastor had a more diplomatic take on the fall ratings.

"We're very pleased," said Pastor, whose station rose from a 1.3 in the summer. "We've never used them as a measuring stick. I need to know that we're making progress and growing, and we are."

The big difference for WSCR is in the 10 a.m.-3 p.m. category. A decision by program director Mitch Rosen to split the block between Mike Mulligan and Brian Hanley (10 a.m.-noon) and Mike Murphy (noon-2 p.m.) has been a winner. WSCR did a solid 2.5 in that slot.

Both WSCR shows are heavily local and more nuts-and-bolts sports oriented. At that time of day, it seems sports listeners don't want as many movie references and comments on politics.

WMVP, meanwhile, lags behind at 1.5 during midday. Pastor, though, said he was pleased that the period, which includes the combination of Sean Salisbury and Steve Rosenbloom and the Dan Patrick show, did improve from a 1.2 in the summer.

Otherwise, the two stations are in a virtual dead heat in the other two main day parts. Mike North's morning show on WSCR holds a slight 3.7-3.6 edge over the Mike Golic-Mike Greenberg national show on WMVP in the 6-10 a.m. men's-18 segment.

In the 3-7 p.m. period, the Dan Bernstein-Terry Boers afternoon show on WSCR can claim a 3.6-3.4 victory over WMVP's Dan McNeil, John Jurkovic and Harry Teinowitz in men-18. But I can hear Mac now, shouting that his show holds a 4.4-4.2 edge in the all-important men's 25-54 demographic.

Both general managers agree this is a good time for sports radio in Chicago.

Clearly, each station is benefiting from the Bears' run to the playoffs. They should give a bonus to Rex Grossman for keeping area sports fans on edge. Nothing like a little controversy and angst to spike the sports-talk ratings.

"It says something that the sports stations combine to do a 3.5 [share] in this town," Agase said. "A lot of fans are listening to sports talk, and that's good for both of us."

Hm, interesting that they won again, but remember the "Score is doomed".

White noise on WSCR between 10-3 should dominate the crapfest that is The Dan Patrick show.

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So BB do have more listners then "MJH", but Mac brags about having more listeners in one demo, pretty sad.

Does anyone listen to a station because they were the first sports station, or the highest rated station? How about all of the update guys, with the "you heard it here first" or "as we first reported" bullshit. If one station does break a story, the other is right behind them. They are both guilty. What happened to content ?

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Good people drink good beer - Hunter S. Thompson

<º)))><

Waiting for the time when I can finally say
That this has all been wonderful, but now I'm on my way

"You heard it here first" also means "You might've heard it here wrong first" since rush-jobs have led to WSCR & WMVP errors; it also led to former WSCR producer Andy Roth calling Walter Payton dead on WFAN BEFORE he was dead. Natch. (and what's a natch Michael Sneed?)

It's hilarious that all of these guys claim success because their expectations are so low. All these guys need some help with business acumen and math. For example, Mac likes to brag that 4% of adult men listen to his show. That means that 96% of men in this pretty sports-crazy town are NOT listening to his show. That's something to brag about?

show WSCR has a 2.0 share in listeners 12 and older,
I saw this stat in a previous post from Rock and I thought it was a joke.

is the 12-18 segement for the laser vasectomy, David Spada, the 18% loan guys?

"Hey kids, this is Mike North, let me tell you who makes the best #2 pencil out there"

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ESPN 1000 had their window of opportunity a few years back. But that was because WSCR was just horrid for a long time.

Unless WSCR screws things up (like playing re-runs of the MNMS around his live show), then WMVP doesn''t have a prayer.

Crowing where it really matters. The Score did good. At about $21 million. About 60% more $$$$ than MVP, though less than half the dough of WGN or newsradio WBBM. Cash is even better than ratings.


http://www.suntimes.com/business/feder/ ... 23.article

RADIO’S CASH REGISTER
2006 revenue ($ mil.)

1. WGN-AM (720) ..................... $48.4
2. WBBM-AM (780) ..................... 45.9
3. WTMX-FM (101.9) ..................... 34.3
4. WGCI-FM (107.5) ...................... 28.6
5. WUSN-FM (99.5) ...................... 28.4
6. WLIT-FM (93.9) ......................... 24.5
7. WVAZ-FM (102.7) ...................... 23.8
8. WOJO-FM (105.1) ...................... 23.5
9. WXRT-FM (93.1) ......................... 22.9
10. WBBM-FM (96.3) ...................... 21.1
11. WSCR-AM (670) ....................... 20.9
12. WLS-AM (890) ......................... 20.1
13 WDRV-FM (97.1) ........................ 19.6
14 WLEY-FM (107.9) ...................... 18.3
15. WLUP-FM (97.9) ...................... 15.2
16. WKSC-FM (103.5)..................... 14.9
17. WNUA-FM (95.5) ..................... 14.8
18. WKQX-FM (101.1) ...................... 14.8
19. WJMK-FM (104.3) ..................... 13.1
20. WMVP-AM (1000) .................. 12.9
21. WCKG-FM (105.9) ..................... 11.3
22. WILV-FM (100.3) ...................... 11.0
23. WPPN-FM (106.7) .................... 8.6
24. WZZN-FM (94.7) ..................... 6.0
25. WVIX-FM (93.5)/WVIV-FM (103.1) ...... 5.6
26. WGRB-AM (1390) ..................... 3.9
27. WIND-AM (560)......................... 2.8
28. WRTO-AM (1200) .................... 2.5
29. WRLL-AM (1690) ....................... 1.0

SOURCE: Miller, Kaplan, Arase & Co.

Heh. Does money buy sports radio talent? Don't think we're in
Howard Sterns's price range. There's lots of guys who might make the Score sound better, but Im not sure you have to pay them anymore than the market rates. The trick is picking the right roster.

TICONDEROGA! MYGUY!

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