Sports radio listening in the Bay Area wasn’t as hot as it’s been previously. But that’s what winter books can do to you sometimes. Despite working with lower shares, the local competition between KNBR and 95.7 The Game remained healthy. Though positives existed on both sides, it was KNBR this quarter who emerged on top.
For the full week (M-SU 6a-Mid), The Sports Leader registered a 3.4, 9th place finish. That put them .9 ahead of their 14th ranked competitor. In weekday prime (M-F 6a-7p), KNBR increased its share to 3.9, placing them 7th. The Game was 13th with a 3.0. All numbers represent listening among Men 25-54.
Among the weekday shows, Murph and Mac nearly doubled up The Morning Roast with Bonta Hill, Joe Shasky and Kate Scott. M&M were 6th with a 4.7. The Roast meanwhile finished 13th with a 2.4. To be fair to The Game’s morning team, this was only their first full book together. They teamed for part of the fall book too, but not for the full quarter.
In middays, Greg Papa and John Lund remained on top for KNBR. The popular combo produced a 3.9 share to secure a 7th place finish. 95.7 The Game’s trio of Matt Steinmetz, Dan Dibley and Daryle ‘The Guru’ Johnson were 11th with a 3.1, only .8 away.
Shifting to afternoons, KNBR’s Tom Tolbert, Larry Krueger and Rod Brooks won a tight race against The Game’s Damon Bruce, Ray Ratto and Matt Kolsky. The Tolbert led program delivered a 3.6, 9th place finish. Bruce’s show on the other hand generated a 3.3, putting them just 1 spot back in 10th.
In the final category, evenings produced a dead heat between the two stations. KNBR and 95.7 The Game each delivered a 2.0 share which resulted in a tie for 13th.
The good news for KNBR, they recorded a bunch of head to head victories this quarter. The bad news, their shares and rankings were down year to year. That was the same story for The Game. 95.7 won’t ever be satisfied finishing second, but they did produce a few close calls. With baseball season back, the 49ers drafting 3rd overall, and the Warriors battling for the NBA playoffs, shares should rise in the Bay in the spring book.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
