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Teddy Greenstein on the Arbitron Winter Ratings

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Posted by chicagomedia.org on April 29, 2008 at 14:43:19:

In Reply to: Chicago's Arbitron Winter Ratings posted by chicagomedia.org on April 29, 2008 at 10:47:26:

Winter sports talk radio ratings shift

Teddy Greenstein | ON SPORTS MEDIA AND COLLEGES

April 29, 2008

When the ratings seesaw came to a stop Monday, WSCR-AM 670 was up in the clouds and WMVP-AM 1000 was near the dirt.

WSCR posted a solid victory among men 25-54 in the winter book. The margin: 3.6 to 3.4. This after WMVP enjoyed a huge advantage (4.4-3.7) in the fall. What swung the arrow in the Score's direction? In the fickle world of radio ratings, it can be hard to tell.

"It's funny how it seems to flip back and forth," said Justin Craig, WMVP's program director.

Craig's counterpart at the Score, Mitch Rosen, focused on one unmistakable trend: His winter book has risen the last three years, from 2.5 to 3.2 to 3.6. That's impressive considering the station had to work with a Bears-free NFL playoffs, the dreadful Bulls and down years for Illinois and DePaul basketball.

"We really delivered," Rosen said.

While WMVP continued to lead in mornings and afternoons, the Score dominated the midday (5.4-3.4), defined as 10 a.m.-3 p.m.

Arbitron won't release hour-by-hour breakdowns until Tuesday, but it's clear that WSCR's combo of "Mully & Hanley" (10-noon) and Mike Murphy (noon-2) thrived. Asked to explain the success of Mike Mulligan and Brian Hanley, Rosen replied: "I think they're real. They're Chicago guys and they play the hits."

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: Winter sports talk radio ratings shift : Teddy Greenstein | ON SPORTS MEDIA AND COLLEGES : April 29, 2008 : When the ratings seesaw came to a stop Monday, WSCR-AM 670 was up in the clouds and WMVP-AM 1000 was near the dirt. : WSCR posted a solid victory among men 25-54 in the winter book. The margin: 3.6 to 3.4. This after WMVP enjoyed a huge advantage (4.4-3.7) in the fall. What swung the arrow in the Score's direction? In the fickle world of radio ratings, it can be hard to tell. : "It's funny how it seems to flip back and forth," said Justin Craig, WMVP's program director. : Craig's counterpart at the Score, Mitch Rosen, focused on one unmistakable trend: His winter book has risen the last three years, from 2.5 to 3.2 to 3.6. That's impressive considering the station had to work with a Bears-free NFL playoffs, the dreadful Bulls and down years for Illinois and DePaul basketball. : "We really delivered," Rosen said. : While WMVP continued to lead in mornings and afternoons, the Score dominated the midday (5.4-3.4), defined as 10 a.m.-3 p.m. : Arbitron won't release hour-by-hour breakdowns until Tuesday, but it's clear that WSCR's combo of "Mully & Hanley" (10-noon) and Mike Murphy (noon-2) thrived. Asked to explain the success of Mike Mulligan and Brian Hanley, Rosen replied: "I think they're real. They're Chicago guys and they play the hits."

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