Posted by chicagomedia.org on April 27, 2009 at 09:57:54:
WMVP scores big in ratings; Will SCR hire McNeil?
Posted by Ed Sherman
at 4/27/2009 6:04 AM CDT on Chicago Business
The latest local sports talk radio ratings were huge for the Tom Waddle-Marc Silverman and Afternoon Saloon shows on WMVP-AM 1000. But ultimately the big winner might be Dan McNeil.
WMVP absolutely crushed WSCR-AM 670 during the ratings period that encompassed January through March. In the all-important men ages 25-54 category, the one that matters to advertisers, WMVP had a 5.1 share (percentage of radios tuned to the station) to 2.6 for WSCR from 6 a.m.-7 p.m.
That's 40-0 in football.
Here's the breakdown in the men 25-54 demo:
Morning drive: Mike and Mike on 1000 did a 4.0 rating, while Mike Mulligan and Brian Hanley were at 2.2.
Mid-morning: Mr. Waddle and Mr. Silverman dominated with their show on 1000 at 4.9, compared to a 2.6 for Lawrence Holmes and Dan Hampton on SCR. The Waddle-Silverman pairing has gained serious traction, so much so that MVP expanded their show an hour until 1 p.m.
Early afternoon: The syndicated ESPN show of Scott Van Pelt and Mike Tirico posted a strong 4.8, while Mike Murphy had a 3.0 on SCR.
Afternoon drive: The Afternoon Saloon trio of John Jurkovic, Harry Teinowitz, and Carmen DeFalco remained a force on ESPN with a 4.6 rating, easily winning the competitive time slot over Terry Boers and Dan Bernstein, who had a 3.4 on SCR.
Mr. McNeil was around for part of the Afternoon Saloon's ratings period in January before being knocked off the air after the station declined to renew his contract. However, Mr. DeFalco stepped up as a replacement and has fit in well with his off-beat (whacky? eccentric?) partners.
Needless to say, MVP executives are thrilled with this ratings report, especially for the Afternoon Saloon show with Mr. DeFalco.
"Carmen has done a real nice job of growing his career to be ready for this next step," said MVP program director Justin Craig. "Having seasoned vets like Harry and Jurko alongside him have really assisted in his rapid ascent. It doesn't hurt that he's worked with the guys a lot to help in the crucial building of chemistry. He's learning everyday and continues to show why he's bound to have a bright future."
Meanwhile, SCR officials are laying low, as they contemplate strategy. The most obvious move is out there for them: Hire Mr. McNeil.
Mr. McNeil is available for duty, and in the words of one local radio executive, "He's a game changer."
Bob Snyder, the former general manager WMVP, thinks WSCR should look hard at returning Mr. McNeil to his former station.
"If they have desire and commitment to rebuild what was a very marketable brand, I believe they are at the point where only bold steps will make a difference," said Mr. Snyder, who operates a radio consulting firm, Beason Broadcast Partners. "You'd have to consider reconciling and working something out with Dan to be one of those steps."
For his part, Mr. McNeil isn't talking, which he acknowleges is a rarity for him. "I'm in the bunker," he said.
However, Mr. McNeil and SCR are talking. The latest ratings report should give SCR even more incentive to make the move. It definitely helps Mr. McNeil's position.
Where would he fit? He'd either slide into morning or afternoon drive. As Mr. Snyder once said, if this was baseball, you put Mr. McNeil in the No. 3 slot and build the lineup around him.
So what will SCR do? It would make great fodder for sports talk radio, wouldn't it?
Full disclosure: Mr. McNeil and I are collaborating on a book on Chicago sports that will be out in the fall.