Toronto Radio Wars Heating Up

The first quarter book is up, here are the results:

Fan Mornings vs. 640- Not sports, but a comparison nonetheless

Men 25-54:
S1-2008 4.4 to 2.2 (fan was at 4.4, 640 at 2.2)
S1-2009 5.6 to 3.0 (fan at 5.6, 640 at 3.0)

So the fan morning show has grown from 1 year to the next. However:

Fan Morning Show from S4-2008 to S1-2009 goes 5.7 to 5.6
640 from S4-2008 to S1-2009 goes 2.6 to 3.0

Over the last quarter the fan share went from 5.7 to 5.6- not a huge drop, but a drop nonetheless.

HockeyCentral vs. Leafs Lunch

Men 25-54 S1-2008 3.8 to 4.8 (hockey central 3.8, LL 4.8)
S1-2009 6.1 to 3.3 (hockey central 6.1, ll 3.3)

Men 35-54 S1-2008 3.8 to 6.5 (hockey central 3.8, LL 6.5)
S1-2009 5.0 to 2.8 (hockey central 5.0, LL 2.8)

Leafs Lunch destroyed by Hockey Central… Leafs Lunch in S2-2008 was a 7.1 Millard and Kypreos are killing Dreger and Watters right now.

PTS vs. BWS: I am providing the last three years to try and offer some perspective on the headstart McCown had/has.

Men 25-54 S1-2007 9.9 to 1.9 (PTS 9.9, BWS 1.9)
S1-2008 9.0 to 3.2 (PTS 9.0, BWS 3.2)
S1-2009 7.3 to 3.5 (PTS 7.3, BWS 3.5)

Men 35-54 S1-2008 9.7 to 4.1 (PTS 9.7, BWS 4.1)
S1-2009 6.8 to 3.7 (PTS 6.8 BWS 3.7)

PTS in S4-2008 to S1-2009 was 7.8 to 7.3
BWS in S4-2008 to S1-2009 was 2.3 to 3.5

So, McCown is still ahead, in the one show that really counts, but his lead is shrinking, and Watters continues, as little TSM would say, slow and steady…..

I can’t imagine the folks at the fan are to elated with these results. I don’t the full set yet, but I am told that the Hogan/Toth numbers and the Armstrong/ MacLean numbers aren’t very good either.

680 remains the king of AM radio in Toronto

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