Toronto Sports Media Winter 2017-2018 Radio Ratings


All the caveats still apply same systems, same issues etc. It’s the only ratings we have etc..

Generally speaking, not a whole lot of change or surprise. Here are some highlights:

Fan am drive show retreats .2 in the key demographic and 1.1 in the younger demo.
Landsberg in the am holds at two very small numbers.

Fan mid-morning show retreats 1.4 in the older demo and Blair takes it on the chin in the younger demo. TSN, again very small yet consistent numbers.

Lunchtime, fan loses 2 pts in key demo and continues negative lead in from Blair with the kids, while Leafs lunch ticks up slightly to 2.0 in the key category and almost disappears from the ratings with the kids.

Mid-afternoon shows, neither station makes any moves of significance. Fan drops .7 in the key category and 2.1 in the younger one, TSN ticks up slightly.

Afternoon drive, McCown up a full pt in key demographic and .3 in the younger one while TSN ticks up slightly.

Again, nothing earth-shattering, everyone, for the most part, holds leading up to the much more important spring book. Will be fascinating to see how the Jays do for the Fan and what ratings look like in playoffs for Raptors and Leafs.

StationM25-54M25-54 M18-34M18-34
 % Share of Hrs. Tuned% Share of Hrs. Tuned % Share of Hrs. Tuned% Share of Hrs. Tuned
 Nov. 27-Feb. 25Aug. 28-Nov. 26 Nov. 27-Feb. 25Aug. 28-Nov. 26
M-Fr. 6a-9a     
FAN 5905.05.2 5.97.0
TSN 10501.01.0 0.10.1
M-Fr. 9a-12a     
FAN 5904.86.2 8.312.7
TSN 10501.00.9 0.10.1
M-Fr. 12p-1p     
FAN 5904.16.1 2.68.0
TSN 10502.01.9 0.10.3
M-Fr. 1p-4p     
FAN 5902.02.7 0.93.0
TSN 10501.31.2 0.20.1
M-Fr. 4p-7p     
FAN 5906.55.5 6.66.3
TSN 10502.01.7 1.21.0

As always, thanks to David Bray: David Bray is President of Bray & Partners Communications.

Feel free to forward questions and inquiries:

                                Phone:  (416)431-5792 

                                E-mail: [email protected] 

Web sites:

About the Author
Notify of
Inline Feedbacks
View all comments
March 21, 2018 5:02 pm

So I guess mid afternoons are the only time of day when there’s a bit of a ‘battle’?

I don’t mind Good Show, and I like that it’s two newer voices, but you wonder how long The Fan sticks with that unless ratings pick up. Sort of sticks out in the lineup, ratings wise.

March 21, 2018 5:52 pm

Thanks for the numbers as you stated no big surprises any where . Ever so slight movement but at the end of the day TSN 1050 has to do something to move the needel in a major way.

Mike S
Mike S
March 21, 2018 6:25 pm

The afternoon show on 590 is down to a 2.0 rating in the main demographic?……..I’m trying to remember the last time a weekday show on 590 got a rating that low…………when Tim & Sid were in that timeslot weren’t they getting a rating of close to 10.0 at one point?

March 21, 2018 7:23 pm

It still seems crazy to me that the largest ratings share 1050 can pull is a 2.0, with a huge disparity between them and the FAN in the key morning and afternoon drive slots. I’d be curious to see the difference between “legacy” sports radio stations and newcomers in other markets to see if the pattern holds outside of Toronto. TSN 1040 vs. SN 650 in Vancouver, WFAN 660 vs. ESPN 98.7 in NYC, etc.

TSN is a mess in the late mornings but they have shows that are solid competitors to the FAN for the rest of the day (especially drive home). Radio rights for local pro sports teams are set in stone for the foreseeable future and beyond, so how can TSN work to swing the pendulum more in their favour? Not an easy task.

Mike V
Mike V
March 22, 2018 10:33 am

Wow. The only GOOD THING about GOOD SHOW is it’s showing us where the practical floor for 590 is. Hard to see anything going below this.

Nothing else really stands out. Rest of the Fan is pretty much the same (though the difference between hockey/baseball central at noon is notable) and 1050 remains at a level where it probably makes sense to re-format.

March 22, 2018 1:08 pm

@Justin – Not exactly in depth, but a twitter search showed that 650 in Vancouver already seems pretty close to the incumbent TSN station, based on latest ratings?

It’s hard to say if TSN 1050 can’t gain an audience because they haven’t done a great job, or because people are particularly attached to The Fan. Maybe a bit of both? I know I’ve gotten pretty set in my ways listening to PTS over the years. But at the same time, there are plenty of other times of day when I’m not at all attached to listening to The Fan, and TSN has never really pulled me over. I’m starting to listen to Scott McArthur more. Would like to see him paired with a cohost maybe.

March 22, 2018 5:52 pm

“The Good Show” ….a contradiction in terms.

March 23, 2018 8:28 am

The TSN 1050 strategy to move to all traffic all the time apparently has not worked out. Maybe if they included traffic in their podcasts they would gain some traction. 

Original Mitch
Original Mitch
March 23, 2018 11:41 am

I know I’m simplifying things and I get that it’s Bell so they aren’t likely going away, but don’t these numbers indicate that Rogers is merely one push away from knocking TSN radio off the cliff for good? Maybe they think they already have and don’t worry about it but to me they have one cause for concern at 1-4 which could easily be fixed with T&S. get rid of Good Show, add some minor tweaks to other programs and soon enough I would think it would be mainly 0.1’s across the board for TSN. Maybe I’m just too competitive in nature but if I’m Scott Moore I think “we are one punch away from a knockout. Let’s do this” 

mike (in boston)
March 23, 2018 12:43 pm
Reply to  Original Mitch

Good point Original Mitch. However, 590 had a much stronger line up a couple of years ago and TSN was drawing similar numbers. I don’t think there is much lower to go for TSN1050 so I don’t think anything the FAN does will knock them out.

That said, I think Numeris’ methodology is nonsensical in 2018 and all these numbers really accomplish is setting rates for local ads. Remember that regional ad packages are bought in bulk for lots of different radio stations, so TSN1050’s terrible numbers get washed away when you combine them with powerhouses like CHUM-FM or even CFRB.

I’m more and more settled in the camp that says there are a limited number of sports radio fans in this city (total share between the two stations has not varied very much over the last 6 years) Sports radio draws few “new” listeners away from News/Talk and music, outside of a temporary boost during Jays playoff games. Compare to a city like Boston where sports radio comes in at #1 and #2 overall among M-25-54. If Toronto teams saw the kind of consistent success we see with Boston sports then maybe that would translate to a larger share of the total radio audience.

March 23, 2018 1:52 pm

TSN’s drive home is maybe 15% decent and 85% terrible. I get that Jeff O’Neill appeals to some and that’s fine but you cannot tell me there isn’t just one former player or coach out there who could do this job better than Jamie Mclennan can (that goes for his colour duties, too) and is willing to take it on. There isn’t a strong host to steer the conversation back toward relevant subject matter whenever it gets sidetracked (I recently found myself listening to five straight minutes on boring college weed stories interspersed with the hosts giggling like pre-teens smoking their first doobie). They have at least 2x as many “gags” as they should (the toilet seat thing is so bloody dumb).

Oh, and holy hell when Craig Button joins up to yell at everyone for an hour!

On the flip, their lunch hour is usually pretty great because Andi Petrillo is very good and Bob shows up regularly as does Gord Miller.

March 23, 2018 10:00 pm

Wow Landsberg 1.0 and 0.1, when you factor in plus or minus 1.0 on actual number he may be in negative territory, lol he is horrible. How can they justify his employment at this point? It just goes to show Toronto radio is creatively bankrupt, same old song and dance….

March 25, 2018 9:18 am

I subscribed to Sirius about a year ago and haven’t missed either station. Hockey analysis and content is much better on Sirius. 

Robert Lee
Robert Lee
December 12, 2018 3:47 pm

Can’t stand the Speechifier, Bunkis. Long-winded, trying too hard to be smart.

Would love your thoughts, please comment.x