[CBFF] CT - Sox help boost WSCR's ratings

[Jerry Madsen]

INSIDE MEDIA
Sox help boost WSCR's ratings
Teddy Greenstein
ON SPORTS MEDIA AND COLLEGES

July 19, 2006

Arbitron released its spring book Tuesday and, as usual, both sports radio
stations claimed victory in the ratings battle.

WSCR-AM 670 officials crowed about results in two key demographics: 12-plus
(overall audience 12 and older) and men 25-54. In 12-plus, the Score beat
WMVP-AM 1000 1.8 to 1.5.

It was almost a dead heat among men 25-54, with the Score enjoying a 3.8 to
3.7 advantage.

Those results reversed a trend of recent WMVP victories and prompted WSCR
general manager Paul Agase to boast: "We have a plan and it's working. We
took advantage of a high tide."

That high tide was created by the White Sox, who jumped ship from WMVP to
WSCR after last season.

"We've gained Sox listeners and converted them into Score listeners," Agase
said.

But WMVP general manager Jim Pastor was not impressed, attributing WSCR's
overall victory to a ratings edge on weeknights.

He called the Score "a one-trick pony."

"It begins and ends with the White Sox," he said. "[WMVP] continues to
dominate when it counts. We own sports radio from 6 a.m.-7 p.m."

WMVP's afternoon "Mac, Jurko & Harry" show remained the highest-rated local
sports show in the market, rising (among men 25-54) from a 4.2 to a 5.0 from
the winter to the spring.

But MJH's top competition, the Score's "Boers and Bernstein" show, enjoyed a
greater ratings rise, from 2.8 to 4.1.

"We're in striking distance," said Mitch Rosen, WSCR's program director.

WMVP host Dan McNeil said he's not worried: "Our concern is in being the No.
1 overall show among men, and we're chasing (WLS-AM 890's) Roe Conn. We
don't care about the collection of dirt behind us."

Bottom line: The audience split has gone from about 60-40 to 55-45. And the
suspensions of McNeil and Harry Teinowitz, obviously, didn't help, as Terry
Boers and Dan Bernstein gained the edge in June, 4.6-4.1.

While the Score's Mike North had a good book, climbing from 2.8 to 3.9 among
men 25-54, it still wasn't enough to beat WMVP's Mike Greenberg and Mike
Golic, who registered a 4.4.

WMVP's new morning tandem of Sean Salisbury and Steve Rosenbloom also
performed well, based on preliminary indications. But because of its 9
a.m.-noon time slot, that show's ratings won't be clear until Arbitron
releases hour-by-hour breakdowns.

*One arm short*

ESPN analyst Steve Phillips says the White Sox should be in the market for a
right-handed setup man. One problem: They have loads of company.

"There are about 19 teams that believe they can make the playoffs and
probably 15 of them need bullpen help," said Phillips, the former Mets
general manager. "So it's a seller's market, with more demand than supply.
But I wouldn't bet against [Sox GM] Kenny Williams. If there's a deal out
there, he'll find it and make it."

Phillips said some GMs were startled by what Cincinnati had to give
up--outfielder Austin Kearns and former All-Star shortstop Felipe Lopez--to
boost its bullpen, and that might make them more reluctant to hunt for
relief help.

That said, Phillips expects Cleveland's Bob Wickman to move before the July
31 deadline. Others who could swap uniforms: Florida's Joe Borowski,
Pittsburgh's Roberto Hernandez and Salomon Torres and Kansas City's Mike
MacDougal.

"But teams are trying to solve [their bullpen woes] internally, like with
the Sox recalling Sean Tracey," Phillips said.

Phillips, who will join Dan Shulman and Orel Hershiser in calling Wednesday
night's Sox-Tigers game for ESPN, said that although the Sox trail in the
American League Central standings, the series might be more important for
the Tigers.

"I know Detroit believes it's a playoff-caliber team, but losing five of six
to the White Sox (six of seven after the Sox's win Tuesday) is an issue even
if they don't want to talk about it," Phillips said. "They need to know they
can beat the White Sox in a series."

*tgreenstein at tribune.com*

Copyright (c) 2006, The Chicago Tribune <http://www.chicagotribune.com/>


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