Toronto Sports Radio Results For September 2009

So the numbers are in for the first month of the fall ratings on the radio. This is the new People Meter System which should deliver a more accurate account on who is listening to what.

Here are the highlights as I know them:

Men aged 25-54..Total Share Of Audience

John Oakley — 7.7
590 Morning Show – 6.3
CFRB – 5.7

Cumulative Audience

Fan 590: 158,000
640 Toronto: 111,000

So fair is fair and fair is unfair- there is only one sports show in town and the closest comparison is Oakley…

Mike Stafford — 7.4
The Bullpen — 2.9

Same story here as the Bullpen is the only sports show in town. I suspect this isn’t that surprising to the folks at the fan. It’s not the best time of day, the show appeals to a very small but dedicated group of people. No one else talks ARGO football/ CFL and then, well there is Toth….

Leafs Lunch — 6.3 – older demo (35-49) 4.0
Hockey Central/baseball show (only 12-1pm) — 4.3 older demo (35-49) 5.4

leafs lunch — 18-34 4.6
HC/BC ——-18-34 2.6

weekly cumulative: 25-54 fan 590 152,000 640 101,000
daily cumulative 18-34 fan 54,000 640 30,000

640 has fewer people listening longer which leads to larger share of the audience

I seem to recall this being reversed. To be fair, again, HC didn’t have a full month. The baseball show in a baseball dead town took on half the month. This is a good sign for Dreger though. I am most interested to see this number in the coming books.

Prime Time Sports 9.0
The Bill Watters Show 4.6

PTS cumulative 207,000-weekly 75,000 daily
BWS Cumulative 138,000 weekly 39,000 daily

Mccown has a big lead. BWS makes in roads in this space there is no question. However, Mccown is Mccown.

Interestingly enough, the Watters show surpassed Mccown with the younger demographic, 18-34 men: BWS 4.8, Mccown 3.9

In the older demographic men aged 35-54: Mccown 10.2, BWS 4.4

I don’t think that is totally surprising either.

TSM spoke with Nelson Millman, the boss over at the fan about the latest “book”

“It is fine, not hugely different than what we have seen. Our cumulative are up, honestly it will take 6 months for this all to shake out and we can identify some trends. No programming decisions will be based on personal people meters. No one should rip their rotator cuff off padding themselves on the back from one month under the new system.”

Over at 640, Program Director Gord Harris offered this “Leafs Lunch has been a market-leading program for some time, and we are thrilled that TSN’s Darren Dreger, as the program host, has extended our lead over other news/talk and sports/talk competitors in both the Male 25-54 and Male 18-34 demographics. In fact, AM640 is the number one AM radio station in the Toronto market in those demos during Leafs Lunch. We are confident that, as the exclusive radio partner with the Toronto Maple Leafs, the only radio reporter who travels with the team to every game, and our unprecedented line up of hockey “insiders” (including TSN’s Darren Dreger, Bob McKenzie, Ray Ferraro, Pierre McGuire, and CBC’s Scott Morrison),

We are also very happy with the strong growth we have seen for The Bill Watters Show, going from approximately 10% of our competitor’s share of listening in Male 25-54 demographic before we launched the show, to over 50%. That in just two years since the launch. Even more gratifying is the tremendous growth we have enjoyed in the younger male demographic (18-34) where we lead both our news/talk and sports/talk competitors. As the host of The Bill Watters Show, Greg Brady brings not only a wealth of sports knowledge and experience to listeners, but a youthful enthusiasm and humour – because sports is, after all – fun!”

Interesting times at both stations for sure. Let’s see how this looks next month.



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