Toronto Sports Radio Ratings

I don’t have them all, one of the drawback of being an unaffiliated blogger, I mean independent journalist is that you have to rely on others to get this type of official information but here is what I have so far. The ratings are for males only, aged 25-54 (which is the key demographic):

Morning Show (3 weeks of Greg Brady and Jim Lang) January to February 5.7 to a 6.8
Jeff Blair Show January to February 6.3 to a 7.0
Hockey Central at noon January to February 4.8 to a 6.1
Noon -3pm (various hosts from 1-3) January to February 4.6 to a 5.6
PTS (3-6) January to February 7.3 to 7.2
PTS + extra hour This could include blue and white tonight: January to February 9.7 to 7.9

I don’t have the numbers yet for 640, the guys at the Globe or Star may get them sooner than I.

When we last looked at ratings in December. The Bill Watters Show had just jumped to a to 3.3 from a 2.6 in the summer. I am told their ratings were flat.

When we looked at ratings last February we had the following:

Morning show, again men aged 25-54:

640 – 6.8
590 – 6.1

For comparison:

1010 – 4.3″

The lunch time shows, at least hour 1 noon-1pm again only for men 25-54:

The Fan’s Hockeycentral – 4.4


640′s Leafs Lunch 2.9

Here are the results from 1-4pm, again men aged 25-54

640 4.6
590 4.5

McCown vs. Watters:

First the same demographic, men aged 25-54

590 8.7
640 4.1

The last review where I had numbers of Hogan’s show was as follows in May of 2009:


Men 25-54

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

So, what does it tell us?

For one, keep in mind ratings shouldn’t really be looked at in one month increments. You need to look at trends. Secondly, those who the ads don’t buy based on the BBM numbers, they buy based upon cumulative audience (total number of people listening). I don’t have those numbers.

Having said that, the morning show seems to be on the uptick. Brady and Lang seem to be resonating with the audience, let’s see if they can keep it up.

No real surprises with Hockey central or the mid- day show at least for now. I doubt there will be much of a change with Millard in and we’ll see what Krystal does in that slot.

The places that are surprising to me are Blair and PTS.

The Mccown numbers, in this time slot anyway are good. The decline I am sure is somewhat of a concern. Here is what is interesting to me:

“PTS (3-6) January to February 7.3 to 7.2
PTS + extra hour This could include blue and white tonight: January to February 9.7 to 7.9”

The 9.7 and 7.9 are being driven by the 6-7 hour. That is either a replay of PTS 3-4pm OR Leafs pre-game with Stellick. 7.2 isn’t a bad number. It’s just lower than it has been. Is that a function of the show, the time slot or something else?

The big winner in this is Jeff Blair. If 7.2 is a good number for PTS then a 7.0 is HUGE for the usually dead 9-12 slot. I said before that I liked Blair when he filled in before. I don’t think anyone would have predicted this huge a spike for Blair so soon. Can you imagine if he did less leafs/hockey? I mean the guy is going to be fantastic when Jays season kicks off.

Here’s the interesting thing in all of this. If Blair keeps this up and get’s the number up to a 7.2 and a 7.3 and the morning show can get a lift to a 7.0 or so, and PTS stays flat, wow, that will be interesting.

People can say what they want, but with all the doom and gloom out there, Don Kollins seems to have a good thing going. It’s not perfect but it never will be.

TSN Radio is coming, but with only a morning show and a hockey lunch hour show, where’s the real competition? The road ahead is certainly going to be a long one. They are going to have to hit it out of the park in the late summer early fall to make a dent should these numbers hold or improve.

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