Toronto Sports Radio Ratings


Men 25-54

S2-2008 5.6 to 3.8
S1-2009 5.6 to 3.0
S2-2009 5.0 to 3.6


Men 25-54

S2-2008 4.7 to 5.5
S1-2009 6.1 to 3.3.
S2-2009 7.3 to 2.9

Men 35-54

S2-2008 3.6 to 6.8
S2-2009 9.1 to 2.8


Men 25-54

S2-2008 8.7 to 2.5
S1-2009 7.3 to 3.5
S2-2009 8.4 to 3.4

Adults 25-54

S2-2008 4.7 to 1.4
S2-2009 4.5 to 1.8

S2:2008 5.3 to 1.2
S2:2009 3.5 to 1.7


Men 25-54

S2:2008: 5.0
S2:2009: 4.4
S2:2009: 5.6


Men 25-54

S2:2008 5.3 (Swirsky Show)
S1:2009 4.3
S2:2009 5.4


12+ AM640 up 17.8%
12+ 590 down 11.7%

Adults 25-54 – 590 vs 640

S2:2008 2.6 to 1.7
S2:2009 2.1 to 1.9

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May 28, 2009 2:30 pm

Were your initial reports that Watters gained on McCown mistaken, or am I reading the ratings wrong? (No sarcasm intended). Looks like McCown bumped up his lead again?

May 28, 2009 2:31 pm

Also, how is it that the Fan is down, and 640 is up when it seems that each Fan show other than mornings has made gains, and each 640 show other than mornings has fallen?

May 28, 2009 3:34 pm

Those are huge drops for leafs lunch…I hope they don’t change from Dreger he seems to be able to get good guests on. I can’t stand millard, he doesn’t know what hes talking about

Mike S
Mike S
May 28, 2009 4:03 pm

I agree with Chris…………the most shocking thing about these numbers is the nosedive of Leafs Lunch

The Watters show is doing quite well considering it has only been on for less than two years………… is a completely different show than PTS but they are both good shows

There are many things to criticize about McCown’s show (arrogance, inaccurate scoops, Kelley is annoying, etc.) but I find it amusing when people say that his show is headed for a major decline…………….the show’s radio ratings continue to be very good, and they don’t even include the people who are watching on television (apparently the ratings on Sportsnet are decent)………….as long as they have Brunt as a frequent co-host and guests like Shulman they will continue to do reasonably well in the ratings

May 28, 2009 4:53 pm

I think after two years of head-to-head, a couple things have become obvious.

1. McCown isn’t the monopoly he once was, and he has arrogantly told many that no one can compete with him. Only two years in, Watters and Brady have done what NOBODY expected. They’ve dug pretty deep into his numbers. His ratings are good, but they’ve dropped.

Basically, right now it’s like a Super Bowl where the favourite is a 17 1/2 point favourite in the game. The score early in the 2nd half is something like McCown 21, Watters 13. McCown still winning, but Watters far more competitive and impressive than anyone thought.

Anyone who thought McCown would get beat within 2 years after 15 years in the business was thinking crazy.

But there were many who thought Watters didn’t have a shot to fight on a level playing field with McCown. He does and continues to gain. Brady’s clearly been his secret weapon. Tough to suggest this could have been accomplished with Jeff Marek’s broadcasting style.

From reading the numbers, it’s clear the morning show on the Fan is played out and not gaining anything, but nice to see MacLean’s show get some traction. I’ve come to like it.

We’re just lucky we have alternatives. Who wouldn’t want a 2nd “real” sports morning show in this town. Toronto’s big enough

May 28, 2009 4:58 pm

Be interested to hear TSM’s thoughts on Leafs Lunch and its sudden demise. Is Dreger too “substance” and lacking in “style”. He’s slick but does he entertain? I prefer the show over HockeyCentral but that’s the real show where it depends who the best guest is.

I actually think Mike Brophy is a real weak fill-in when Kypreos is away. Not a radio guy. But I actually prefer RJ Broadhead to Darren Millard. Millard is incredibly bland.

May 28, 2009 10:52 pm

I’m not really as impressed with what the Watters show has done.

From pre Watters to now, McCown has gone from about a 9.5 to 8.4 and 640 has gone from about a 1.5 to a 3.4. That’s over two years. Now that McCown’s lead has bumped back up again it seems like maybe the numbers are settling around this range as opposed to Watters growing all that much more. I don’t know – it’s not like the Watters show is doing badly but 8.4 to 3.4 is still a huge lead.

I agree that McCowns 15 year head start must help a great deal – but how long does Watters need? Is he going to start beating McCown ten years from now when he’s 80 years old?

I do think it’s a good show, just so Leaf focused that I think maybe it leaves out some of the more casual sports fans that McCown may get.

May 28, 2009 11:00 pm

Also – nice to see the Gameplan doing well – I really like that show too.

And I don’t listen to Hockeycentral or Leafs Lunch – but wow LL is really getting creamed. It’s like the same gap as between Prime Time and Watters. They should just let Mike Stafford do the 12 to 1 hour and let Watters focus on his show.

I agree Julian, that the Fan morning show seems pretty vulnerable. I still think 640 should switch Watters and Oakley.

May 29, 2009 4:46 am

Brady arrived at 640 in January 2008. Any show to grow needs at least 3 years, sometimes 5. You are correct, people who work in radio tell me and others that if you haven’t gotten where you need to get to in five years, you probably won’t.

They will also tell you it’s downright impossible to get anywhere in UNDER 3. I don’t see McCown gaining back other than from the winter book to the spring book, and with lots more sports going on and starting up in March and April, both shows went up. Where Watters gained on McCown consistently is from Spring 2008 to Spring 2009.

My point is if Watters hasn’t made up notably more ground by January 2011, then yes, it’s possibly a fight they’re not going to win. But 640 is happy being in 2nd place to a legend like McCown, I don’t think there’s any shame in that.

It’s impossible to see if they switched Watters/Brady and put them against Stellick and Landrie, that 640 wouldn’t win.

May 29, 2009 4:48 am

And you’re dismissing a 1.5 to a 3.4. That’s a 250 percent gain in your audience in less than 18 months! Pretty good actually! Even though not all of it is coming from PTS. They’re clearly taking listeners from CHUM, from CFRB, and others.

The Meatriarchy
May 29, 2009 5:56 am

I flip back and forth between Hockey Central and LEafs Lunch and also between PTW and Watters. One thing I find about the FAn is their audio is crystal clear and very easy to listen to. 640 sounds muddy to me.
Once you get a little bit outside the Toronto core 640’s reception seems to get very weak. That could also explain the Fans strength. You can pick it up in Hamilton and Milton 640 not as easily.

The Meatriarchy
May 29, 2009 5:56 am

PTS not PTW (Prime Time Wankers?)

May 29, 2009 10:58 am

By the way, another brilliant moment in radio history provided by Hogan and Toth today.

They have FORMER Blue Jackets colour commentator Danny Gare on. Gare was fired 3 weeks ago. Well, they apparently didn’t prepare hard enough or do any research to find this out. If a schlub like me knows about it, then talk show hosts in the biggest city in Canada should.

So they reference him “working for Columbus” about three times, and Gare finally has had enough, and he stops them cold and tells them he doesn’t work for the Jackets anymore, and the inference in his tone is that he’s shocked they didn’t know that.

Whether it’s the producer’s fault, or the hosts fault, or likely both. It’s somebody’s fault. This wasn’t just “taken out of context”. It was completely awkward and they should be totally embarrassed.

Here’s what happens. The four shows who work against each other (McCown, Watters, Hockeycentral, Leafs Lunch) all seem to work their tails off, they try everything they can to outwork and trump their competition).

At least two of the three shows with NO sports competition, the morning show on 590, and this atrocity between 9-noon come off sounding extremely lazy and passionless. Look, no offence to Mike Hogan, his voice and personality limit him, anyway, whereas Toth is just the trademark hoser bumpkin, who has that awful Canadian drawl to his words.

If you have competition, you’ll work harder and be a better show. If you don’t, chances are your product becomes stale. That’s what’s happened between 6 and noon on 590 and the ratings and comments on this website show it.

Mike S
Mike S
May 29, 2009 2:37 pm

After almost two years the Watters show ratings are a bit better than I thought they would be however I am not one of the people who gave them zero chance when it first started…………..there are plenty of sports fans in Toronto and many of them don’t like McCown’s act so anyone who put together a decent quality show that focused on hockey and the Leafs had a reasonable chance to do well……………when the TEAM 1050 died a few years ago it was because their national (rather than local) approach was misguided…………and it’s not like 640 started the Watters show from complete scratch…………..they already had the Leafs radio rights so that probably helped their chances

May 29, 2009 3:48 pm

I heard Doug Farraway say a couple of weeks ago on his show that the Fan is toying with the idea of giving hockeycentral a a break during the July/August months.

I would think that’s a good idea. There really doesn’t need to be two daily hockey shows on during the summer. It’s boring as hell. Talk some Jays or something.

May 29, 2009 4:55 pm

Stellick made a faux pas today also,he asked Mookie Wilson to compare his world series win with the Mets, to his win with the Jays.There was only one problem,Mookie wasn’t with the Jays when they won.

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