Milwaukee is a growing hotbed for sports radio with three sports stations competing for audience. In the summer ratings book, that competition between 97.3 The Game, 94.5 ESPN, and 1250 The Fan remained tight.
The Game finished the summer book with a 1.5 share (M-SU 6a-Mid) in their target demo, Men 25-54. Both 94.5 ESPN and 1250/105.7 The Fan produced a 1.1 share. The Fan has since dropped their FM signal 105.7, reverting back to 1250 AM, that change will be reflected in the fall book.
Only shares for the morning and afternoon drive blocks were provided to BSM. From 6 – 9a, The Game received their biggest performance of the quarter from morning host Steve Czaban. Czabe delivered a 3.8, best in the market among format shows. The Fan’s Bart Winkler Show earned a 1.9 share, while ESPN Milwaukee finished the summer book with a 1.3 from 6 – 9a. ESPN Radio launched Keyshawn, JWill and Zubin in the last month of the book, which triggered a few changes at 94.5. The new national show airs from 5 – 7a on ESPN Milwaukee, who also added Jen Lada, pairing her with Gabe Neitzel and Mark Chmura for a local show from 7 – 9a. Those shows will have a full quarter of performance to review in the fall book.
In afternoons, ESPN Milwaukee finished first among the three sports stations with a 2.4 share from 3 – 6p. Previously, ESPN Milwaukee aired Steve “The Homer” True and Gabe Neitzel in afternoon drive, but the recent lineup shift now features Homer and Tony Smith from 2 – 4p, followed by Greg Scalzo and Ben Brust until 6p.
97.3 The Game did a 1.6 share with Drew Olson and Kevin Brandt in afternoon drive. The Fan’s Wendy’s Big Show finished third among Milwaukee’s sports stations from 3 – 6p, with a 1.3 share.
As leagues returned to action mid-book, Milwaukee’s local teams had high expectations. The Bucks restarted their season with championship aspirations, the Brewers snuck into the playoffs and the Packers appear to be a Super Bowl contender. Despite those expectations, Milwaukee’s three sports stations each dropped by one-tenth of a point from their spring books for the full week (M-SU 6a-Mid).
Good Karma’s News/Talk station WTMJ serves as the rightsholder for the Bucks, Brewers and Packers. As a sister station of WTMJ, ESPN Milwaukee is provided better access to Wisconsin’s pro teams than their local sports radio competition.
Brandon Contes is a former reporter for BSM, now working for Awful Announcing. You can find him on Twitter @BrandonContes or reach him by email at Brandon.Contes@gmail.com.
