National radio ratings released this week show only a small audience increase for CHUM's Team network of all-sports radio stations over the past six months.
Analysts say a Canadian radio station needs at least a 3 market share among adults 25 to 54 to make money. And for a format skewed almost exclusively to men, the required share is closer to 4.
But most of the Team stations aren't reaching that level. In Toronto, Team 1050 has a .9 share. In Montreal, the Team is at a .8.
The Fan in Toronto, which has been all-sports for 10 years, consistently grabs a male 25-to-54 market share of between 4 and 5, which means it is making money. Among the Team stations, only the Vancouver station seems to be on the right track. Its share climbed to 4.4 from a 2 last fall.
Is CHUM displeased with the Team's slow progress? Consider this: Radio executive Paul Williams, whom CHUM hired to set up the sports network, who doesn't deign to talk to the media and who has been particularly unhappy with us, called yesterday.
He did not impart a grain of information other than to say a news release on the ratings was being sent out. Clearly Williams is paying close attention these days to any missive coming from the office of his boss, CHUM Group Radio president Jim Waters, even one as odious as a request to talk to a reporter.
Many blame Williams for CHUM's sports radio problems. The wrong hires were made, too much money was spent on talent and not enough on marketing and promotion.
One rumour has CHUM giving Williams two more years to make this thing work. (Williams wouldn't comment.) Another has the deadline shorter.
According to insiders, here's what CHUM should do, and in some cases, will do to improve the Team:
Enter into a talent-sharing agreement with TSN. For several years, TSN's personalities have been doing spots on the Fan in Toronto. But this will change now that the station is owned by Rogers Communications, which owns Rogers Sportsnet.
Sooner than later, TSN and the Fan will part company, and Sportsnet will take TSN's spot at the station. TSN, as a national specialty channel, will align with the Team, a national radio service, and for the first time its personalities will be heard in radio markets outside Toronto.
The Team will need to improve its ratings in Toronto to earn the ad revenue required to make a buck. Therefore, look for more Toronto programming and the hiring of Toronto-based personalities.
The afternoon show with host Jim Van Horne needs an edge. With Stephen Brunt stepping down as co-host, Steve Simmons of the Toronto Sun is rumoured to be lobbying hard for the job.
There's also a theory that the easy-going Van Horne would be better suited for the morning show. And morning man Paul Romanuk, who is more opinionated, would be more effective doing the afternoon drive.
In a general sense, the knock on the Team is that it doesn't produce enough high-level guests, the Rolodex of the high-priced talent is woefully thin, and the hosts don't interview particularly well.