95.7 FM The Game

Former 95.7 PD Jason Barrett publishes “secret” demo ratings on his blog

Jason Barrett The Pimp 95.7 FM The Game

Remember how I used to publish the local sports talk radio ratings? I stopped because they were always the same. KNBR would cruise from a 4.0 or so during the baseball offseason to anywhere from 5.5 to 9.0 from April to October. Meanwhile, 95.7 The Game’s overall rating (all times of day, all ages, both genders) would hover between 1.0 and 1.9.

Longtime readers know the story from way back, when Jason Barrett, 95.7 The Game’s former Program Director, invited me out for lunch. The lunch was more of a two-hour lecture about the ratings process, how sports talk stations only care about one demographic for advertising purposes: men age 25-54. However, those ratings aren’t seen by non-radio folks.

Is there any way you can send those demo numbers to me, Jason?

No way, they’re secret. We aren’t allowed to give those out. Nielsen will lock us up and throw away the key. But you should stop posting the ratings that make us look bad. Seriously, I’m dyin’ here. 

(Disclaimer: This conversation probably went a little differently at Zero Zero after we shared our Margherita pizza. But that’s pretty close to how it went down.)

It’s not clear what Barrett is doing these days, other than blogging. And he posted something fairly interesting yesterday: radio ratings from around the country. And not just any ratings, but the 25-54 male demo numbers that supposedly aren’t available to the general public (hat-tip goes to @beandoggerel for pointing this out).

Barrett went through the December ratings for nine different metro regions, but we’ll focus on San Francisco.

Overall 6+ Mon-Sun (ratings available to the public)
KNBR 680: 3.9
95.7 The Game: 1.9

Overall (Men 25-54)
KNBR 680: 4.8
95.7 The Game: 3.8

Morning (Men 25-54)
Murph & Mac: 6.1
Chad, Joe & Lo: 3.9

Mid-Morning (Men 25-54)
Gary & Larry: 3.5
Haberman & Middlekauff: 3.0

Noon-to-3 (Men 25-54)
Fitz & Brooks: 3.1
Papa & Lund: 4.2

Afternoon Drive (Men 25-54)
Mr. T & Ratto: 5.3
Damon Bruce: 3.0

Barrett didn’t include ratings figures for the evening shows.

If the numbers he posted are correct, 95.7 The Game is doing pretty well from 10 am until 3 pm, while KNBR has a significant edge during heavy commute hours. However, KNBR might not worry at all about any of these numbers, seeing as the Giants were big players in free agency and their ratings should spike across the board in April.

Several in the industry are wondering when 95.7’s current PD, Don Kollins, is going to make a move. Perhaps he’s hesitant to kill the station’s momentum if he’s seeing his current lineup making inroads, or he’s waiting until 2016 to make changes. I probably won’t post anything else on the “Radio Wars” unless something newsworthy occurs … or Barrett continues to post the ratings we weren’t allowed to see until now.

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60 Comments on "Former 95.7 PD Jason Barrett publishes “secret” demo ratings on his blog"

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Jehovahwitnessprotection
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Jehovahwitnessprotection

#’s seem legit.  I turn off 680 from 12-3 myself.  Go over to 1050.

skiswm
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skiswm

BASportsGuy any update on 95.7 dropping ESPN for Fox Sports? Rumor ESPN headed back to one of the KNBRs?

hellobug2
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hellobug2

BASportsGuy 95.7 is awful. DamonBruce is a disgrace

senorstanley
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senorstanley

Honestly the amount and length of commercials for KNBR is making me switch.

SFF49JYP4L
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SFF49JYP4L

So in spite of him claiming his show is doing great, Damon is losing the hardest to KNBR? Lo Neal’s daily battle with the English language isn’t getting crushed as badly?

11012010Finally
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11012010Finally

BASportsGuy 95.7 might do even better if the signal were stronger.

SFF49JYP4L
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SFF49JYP4L

Oh, and hey look, JB was getting absolutely crushed in the ratings when he was here:

“San Francisco: KNBR won the month with Men 25-54 M-F 6a-7p with a 4.8 to 3.8 against 95.7 The Game. However, it was their lowest number in the demo in two years and down from a 6.1 last year. The Game during that same time has grown from a 3.4 to 3.8.”

3.4 to KNBR’s 6.1 this time last year. It’s almost like he was full of shit when he claimed he was doing just great.

NotMrTibbs
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NotMrTibbs
SSvendsen19
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SSvendsen19

BASportsGuy I really think those Murph & Mac ratings would be tanking as well if they didn’t have that Kruk & Kuip spot at 7:39.

BASportsGuy
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BASportsGuy

NotMrTibbs Oh man … can’t say I’m surprised.

sfgwill25
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sfgwill25

BASportsGuy good stuff. The amount of commercials from KNBR has made me switch to Siriusxm except for Marty on weekends & Murph/Mac.

cmreck
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cmreck

BASportsGuy can’t see how flight 957 is still going it’s difficult to listen to

MylesInSF
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MylesInSF

BASportsGuy I am shocked, SHOCKED that somebody like this would go cheap at a pizza place that he hosted you at.

mgobrien76
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mgobrien76

BASportsGuy KNBR will come back for 30 seconds and then break for 3-5 minutes of commercials. I hate that. What is the point?

T
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T

i would not trust any of the numbers and stats that you see on a blog.  Forfty percent of all people know that.

AllenSaenz
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AllenSaenz

95.7 the game has been doing some pretty good things mainly their Warriors’ postgame call-in with Steinmetz taking a seat.  This is one thing I always wondered in the past with the likes of Byrnes on KNBR.  Wouldn’t Byrnes on KNBR been good hosting an evening show strictly during baseball season?  Why not have seasonal hosts?

beandoggerel
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beandoggerel

These numbers are pretty much in line with my listening habits with the exception of the morning show which I find unlistenable in both respects (Traffic on the 8s FTW).

I would listen to Haberkauff, but one of them constantly speaks in incomplete sentences, and I hate that. 

LOL Fitz.

LOL Damon. Creeper. I like that opening bass riff from the Killers, and that’s as much of the show as I ever listen to.

Tom J
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Tom J
Thankfully one of the music stations (Live 105) has a decent morning show because can’t stand any of the 3 options. Mid-morning if Rome gets tiring, HaberKauff ok but too many annoying drops gets in the way of good content. Radnich not an option. Noon if Lund would shut up, Lund and Papa would be clearly the best show. Ramey not bad but a bit dry. Every time I go to 680 Fitz and/or Brooks laughing at something stupid. 3 pm like both shows though Damon gets too deep in his rants or how butthurt he is from no one… Read more »
mm3813
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mm3813

BASportsGuy I live on the east coast. I stream & listen to podcasts on both stations. I lean more towards 957 tho.

Otis Byrd III
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Otis Byrd III
Wow, I’m shocked Barrett released some of the numbers that he held so close to the vest. LOL. He probably doesn’t care as much now that he doesn’t work at 95.7 anymore. I think I mentioned this on here before but, in my opinion, 95.7 has gotten better since Damon came aboard, and that’s kind of when I made the switch to 95.7 and started listening to 95.7 more than KNBR. If you compare both stations, 95.7 has better weekday programming, and 95.7 actually has a better weekend lineup too. I guess it was only a matter of time for… Read more »
Otis Byrd III
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Otis Byrd III
As far as 95.7’s weekday shows go, here are my updated opinions on each show so far: -Chad, Joe, and Lo: This show is ok. They’re not great, but they are an ok morning option. Kind of had to give them time too after a rough start. They’re better than Murph and Mac. I’m guessing they’re here to stay for right now. -Haberkoff: They are not bad, even though it’s kind of unfair they are going up against Gary Radnich at the same timeslot as I’ve said in the past. Still hard to believe Gary Radnich gets good ratings, even… Read more »
Otis Byrd III
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Otis Byrd III
As far as 95.7’s weekend lineup goes, I do like “The Three Amigos”. They have great chemistry and the show actually flows well. Kind of too bad they can’t get a weekday spot, but they’re good on the weekends. Even though I’m not big on Zachariah being on with Townsend, I think he’s actually better with Darryle “The Guru” Johnson. They’re both high energy and bring that passion for sports. I would rather Zachariah be paired up with The Guru more than with Townsend. I think “The Guru” actually pairs up well with any host he’s paired up with; Zachariah,… Read more »
PTitty85
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PTitty85

BASportsGuy does the fact that KNBR is a 50k blow torch have anything to do with that? They reach a lot more people across the region.

Otis Byrd III
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Otis Byrd III
As far as KNBR goes, I just can’t really listen to KNBR anymore. As we all have said in the past, KNBR has gotten stale and to me, every show kind of sounds the same. KNBR really could benefit from a shake up as Tom J alluded to. The only people on KNBR who are really worth keeping are: -Rod (Rod is better without Fitz),  -Larry Krueger (better without Gary Radnich),  -Marty Lurie (a KNBR weekend legend during baseball season),  -Kate Scott (helps carry Gary’s show along with Krueger),  -Brian Murphy (better without Paulie Mac),  -Tom (Tom gets a little… Read more »
Snyd
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Snyd

skiswm BASportsGuy Sounds like Fox Sports Radio will replace some of The Game’s local weekend hosts. Yes ESPN has to be going back to KNBR. No way ESPN doesn’t have an affiliate in the San Francisco market.

cjbarresi75
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cjbarresi75

BASportsGuy LOLKNBR numbers are a bit surprising tbh. Except 12-3, but I switch to Ramey before 957, which just hasn’t stuck with me.

Kingsfan58
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Kingsfan58

I can’t listen to Murph and Mac in the morning. They sound like two fortysomething white guys trying to talk like young hip-hoppers. It’s embarrassing.

John Sports
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John Sports

Pretty much agree with everything you said Otis, I only listen to KNBR when I can’t get 95.7 reception. For whatever reason I can see Rod fitting in at 95.7. Maybe Kate allso.

SFTony
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SFTony
I’m curious what the ratings were for the Rise Guys. That was the best show that either station has been able to make. It had impressions, fun games, Dibley, constant listener participation from the text line, and a legitimate Hall of Fame voting journalist contributing quality commentary on every sport. Dibs always complained that it was overproduced, and it might have been, but the garbage it was replaced with shows how bad an underproduced show can be. Flight 957 comes in somewhere in between. I could do without Lo’s struggles with English, but the three guys speak with a lot… Read more »
Otis Byrd III
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Otis Byrd III
John Sports I agree. I think Rod probably would be a good fit on 95.7. Pair him up with Greg Papa and that would be a decent afternoon show. Even though Papa and Lund have a good thing going right now, I think Greg Papa worked with Rod back when they were both on what was the Ticket 1050 back in the day, so it would probably be a smooth transition if they ever paired up again. Yeah, Kate would probably be a good fit for 95.7 as well. She could also do updates, and maybe be more of a… Read more »
Tom J
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Tom J

The worse is the morning show has little sports content and so many commercials (especially with Brian Murphy “and my friends at….). He gets double paid for little sports content and pitching stuff! #ItsAnOutrage.

beandoggerel
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beandoggerel

Tom J I’m actually curious how much being able to pimp his DFS referral code is worth to Larry. Pretty sweet to be able to blast that out over 50K watts. If he was able to do that with an online poker referral code during the boom, it would have been worth thousands of dollars per year.

SFF49JYP4L
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SFF49JYP4L

Why would they want to move to the second place station? It’s understandable why Damon did, he was on 1050 exile and wasn’t gonna get upgraded anytime soon, especially after his sexist rant. Dibley was an update guy and he’s barely hung on at 95.7. KNBR will pay more and you figure Gary is retiring soon and that’ll make a slot for someone to get paid, and probably not anyone who defects to 95.7.
Damon signed a two year deal, you gotta wonder how much longer they put up with Tolbert kicking his teeth in.

TSL
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TSL

Jehovahwitnessprotection

Agree. Ted Ramey does an excellent job at 12:00 – 3:00pm.
He has grown into the position quiet well. 
Speaks candidly with no trace of Bay Area bias. Unlike some other on-air host who serve as carnival barkers for the local teams.

TSL
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TSL

Good to see Greg Pappa’s ratings are beating KNBR’s 680 contribution at 12:00-3:00.
Pappa has 10 times the sports knowledge and maturity than the circus at 680.

DavidHarte
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DavidHarte

How Bob Fitzgerald keeps any job in the media is one of life’s small mysteries.  He is simply bad.  And laughably smug, given just how bad he consistently is.  Now we see he’s getting smoked in  the ‘key’ demographic rating as well.

Can you explain his longevity?  Ted Robinson is easier to explain–he says what he’s told.  Fitzgerald long ago became a regional joke.  Auburn IQ, etc.

Otis Byrd III
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Otis Byrd III
SFF49JYP4L Hmmm, that’s true regarding Rod, Larry, and Kate, even though they probably would be a good fit for 95.7. As far as Gary goes, he’s probably not retiring anytime soon I don’t think. Yes, he’s in his mid-60’s but he has a younger family and I think his wife is in her late 30’s, early-mid 40’s? It wouldn’t surprise me if Gary works at both KNBR and KRON for at least another 5-10 yrs.  If Gary does retire at some point from KNBR at least, that probably could be when KNBR shakes up their weekday lineup, even though if Larry… Read more »
Otis Byrd III
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Otis Byrd III
SFF49JYP4L With that being said, Damon has been good on 95.7, and I think he’s the highest paid weekday host on 95.7. I didn’t know there was THAT much of a gap between him and Tom in the ratings though, but I think whomever is up against Tom on 95.7 in the 3-7 PM weekday afternoon hrs will probably take somewhat of a beating ratings wise because Tom is well known from his days co-hosting with Ralph and he’s been on the 3-7 PM weekday afternoon hrs for I think almost 20 yrs now. To me, Damon’s show is better than… Read more »
SFF49JYP4L
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SFF49JYP4L
Otis Byrd III SFF49JYP4L Otis Byrd IIISFF49JYP4L  5-10 years is soon when you’re talking about a mainstay in an industry where a mainstay can go for 30+ years in the same spot. If a show as bad as the “I used to be an NFL scout for two minutes” hour can come that close in the numbers, Gary might be getting nudged out the door sooner than he’d plan. No way they’d give that spot to Damon. He’s a loose cannon and no one knows that better than them. He was confined to 1050 because he couldn’t find a way to play… Read more »
SFF49JYP4L
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SFF49JYP4L
Otis Byrd III SFF49JYP4L They didn’t have any credibility before Damon got there? Greg Papa? Mark Kreidler? Ric Bucher? A lot of made guys went through there well before Damon got there. How is a guy who never played sports and was on a b-side station for his entire career as a host suddenly the boon of credibility? I assume you just mean you like him, therefore by extension you liked the station better, because there’s not much to suggest he’s added anything when you look at how bad Tolbert is beating him. The women in sports thing no doubt had… Read more »
Otis Byrd III
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Otis Byrd III
SFF49JYP4L haha. Ok, you got me. Yes, I am a fan of Damon’s. I’ve been a fan of Damon since his Sportsphone days and I like most of his fans, have followed him ever since, from Sportsphone to 1050 first time to his small but infamous stint with Gary. back to 1050, and now to 95.7. If he leaves for another market at some point, it will be hard to find a way to listen to his show, but it’s been nice to have him in this market for 10 yrs so far, even if not everyone likes him. When Damon… Read more »
Otis Byrd III
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Otis Byrd III
SFF49JYP4L You have a point regarding Damon not having a shot to get a full-time spot on 680 because of his women in sports rant. It was just weird how he all of a sudden he left 1050 without anybody knowing until BASG posted it on here. Maybe Lee Hammer told him that they wouldn’t move him up to 680 or that his women in sports comments were possibly doing damage to their station by having him there, but maybe Damon had to market it as he left KNBR in good standing. I’m sure he probably did, but that whole thing… Read more »
Slam
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Slam
I’m loyal to KNBR … I listen to Murph and Mac in the morning but man it’s usually unlistenable. Then I go over to Greeny and Golic on satellite radio (ESPN) and they’re worse. Then I listen to Howard Stern. I’ve said it here often, but I’m a Radnich guy, eventhough all the criticisms of him are correct. I just think he’s funny and I’m in his demographic. And Kruegar and Kate are good complimentary players. I’ll bet you when Gary retires, Dibley comes back. Or Rod Brooks fills in here. I don’t listen to radio when Rod and Bob… Read more »
SFF49JYP4L
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SFF49JYP4L

Otis Byrd III SFF49JYP4L A sports talk radio host with strong opinions? Well, that’s just unheard of.

They respect him according to him? According to me, lots of hot chicks have told me they think I look like a total stud.

JacobWang
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JacobWang

Has 95.7 dropped ESPN in favor of FOX?

SFF49JYP4L
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SFF49JYP4L

JacobWang Yup. Question is does KNBR drop CBS, or does ESPN buy its own 3rd station in the market?

Tom J
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Tom J

It is official. Probably Mike and Mike in mornings on 1050’instead of Tiki and Tierney (neither show very good). If I were The Game, I’d get rid of that morning show, keep Fortenbaugh (good gambling knowledge without being a paid service like those stupid “KNBR segments” that look to suck people’s wallets like those “flip houses” promos) and put HaberKauff and Fortenbaugh together early am and play Cowherds Fox radio show 9-noon.

Otis Byrd III
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Otis Byrd III
SFF49JYP4L JacobWang Oh wow, I didn’t know about this, even though I just heard a commercial on 95.7 regarding programming for FS1 (Fox Sports 1) and they cut it off to get to get to the second hour of “The Three Amigos”. LOL. Hopefully BASG makes an article regarding 95.7 dropping/possibly dropping ESPN for FOX. KNBR should just drop CBS Sports Radio. CBS Sports Radio is ok, but it’s not all that good. Tiki and Tierney are ok, and they had a host last night that filled in for Ferrell who was alright, but overall, CBS Sports Radio is just ok.… Read more »
AJ_Strong
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AJ_Strong
KNBR is still destroying 95.7 during the money shows that really matter (morning/afternoon commute). As stated several times over, this is all subjective. Everyone has their favorite topics and/or guys they enjoy listening to while we also love to bitch about how much someone sucks. As a frequent Ted Ramey listener, I wish we could see those numbers too. I’m sure if it’s added to 680 noon-3, KNBR overall beats 95.7. I do wonder what Don Kollins is waiting on before he pulls the plug on that morning debacle. It’s so odd to see 6 months go by without a… Read more »
sjsteve
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sjsteve

95.7 still shows ESPN on website. Not really that much of a loss as no sports talk just repeat of sports news at night except for morning show and Pxp of most major sports games. We never get a chance to hear say Cowherd,Eisen etc instead stuck with Amy Lawrence ,Ferrel etc.
Would be nice if ESPN buys a station and runs full coverage like in other cities.
Doubt they will go back to KNBR since both CBS/NBC Sports are all owned by Cumulus.

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