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This year's winner of the good timing award goes to WLS-Ch.7 and WBBM-AM 780.
In December, WLS signed on for a five-year package of Cubs games despite the team's TV ratings sinking to historic lows in 2014. John Idler, WLS's president and general manager, figured the ratings would rise dramatically at some point. He didn't, however, expect to hit the jackpot this year.
"The timeline has been accelerated," Idler said. "The (2015) ratings definitely have exceeded our expectations."
Meanwhile, WBBM says the station is experiencing ratings increases between 30 and 50 percent for its game broadcasts during the first year of its radio deal with the Cubs.
The Cubs turnaround has confirmed what everyone thought: They were a sleeping giant on the ratings front.
Through Wednesday, Comcast SportsNet is averaging a 3.2 rating for Cubs games on its network, up dramatically from 1.50 in 2014; 1 local ratings point is worth an estimated 35,000 homes. WGN-Ch. 9 is averaging a 4.7 for its Cubs telecasts, more than double from last year. WLS is doing a 4.5 rating for the 22 Cubs games that have aired on its station.
Those numbers don't even tell the complete story. The ratings have exploded with the Cubs' surge since the All-Star break.
WLS averaged a 7.9 rating between 7-8:15 p.m. for the Cubs-Detroit game on Aug. 18 before a long rain delay halted play. WGN peaked with a 7.3 rating for the Cubs-Milwaukee game on Aug. 12. CSN posted its highest-rated Cubs game in six years with a 5.1 rating for the game against Milwaukee on Aug. 11.
Naturally, CSN vice-president and general manager Phil Bedella is ecstatic to see the reaction from Cubs fans after several lean years.
"This feels different," Bedella said. "It's been a long time since I've seen people who follow the Cubs closely this excited about the team and where it is going with this young players. Fans are thinking, 'My God, these guys have the framework to be good for a long time.' The demand for the Cubs is at a level we never thought we'd get to this quickly in the process."
CSN, WGN, and WLS are gearing up for even bigger ratings with the Cubs actually playing meaningful games in September. Knowing the team's history, Bedella felt a bit sheepish in talking about recent staff meeting about coverage plans if the Cubs clinch a playoff berth.
"We don't want to jinx anything, but it's something we have to do," Bedella said. "We said, 'When was the last time we had any discussions about the Cubs and the playoffs?' It's been a long time. It feels great to have that kind of conversation."
White Sox ratings: With the team failing to meet high expectations, the White Sox ratings on CSN have been mostly flat, hovering around a 1.0 average. Bedella, though, says the Sox have seen ratings nice bumps on the night Chris Sale pitches.
Bedella also believes the Sox have benefitted from the Cubs' strong ratings.
"What we've seen before is that when one of the teams does well, it lifts all ships," Bedella said.
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