Chicago Ratings: WSCR Winning Sports Battle

The latest Arbitron ratings were released Tuesday and, according to Ed Sherman at The Chicago Tribune, WSCR 670 AM The Score would appear to be as dominant over WMVP-AM 1000. However, there are various ways to spin radio numbers to make them look more favorable.

In men ages 25-54, the prime advertising demographic for sports talk radio, 

• WSCR ranked fourth in the market with a 4.7 share (percentage of Chicago listeners tuned into the station); WMVP was 16th at 2.4. 
• WSCR ruled in morning drive, as "Mully & Hanley" were third at 6.8; "Mike & Mike" were 10th at 2.9 on MVP. 
• In the afternoon, "Boers & Bernstein" were second at 5.2, while "Waddle & Silvy" were 16th at 2.6 in the first three months of their new time slot for WMVP.

The wide gap is a sharp departure from a long period when the stations ran neck-and-neck in the ratings, with WMVP occasionally coming out ahead. WSCR program director Mitch Rosen says his station was able to surge ahead in the last 18 months thanks to continuity in its lineup and a larger focus on Chicago sports compared to WMVP, which airs ESPN national programming from 5-10 a.m.

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