Even as Eddie McGuire was apologising to Caroline Wilson, Sam Newman was doubling down on the initial offence.

"The jig's up Caro, honestly and truly. You're becoming an embarrassment. And even if you were underwater, you'd still be talking," the Footy Show host said on the program Wednesday night.

"If you're going to want to be treated equally, the point is, don't complain when it's too equal," Newman said.

Newman and Wilson have a long history of run-ins – most famously when he dressed a lingerie-clad mannequin with a mask of her face, manhandling it as he made provocative remarks.

He was pulled off air by his network, and the media watchdog found the segment breached the television industry's code of conduct.

That did not appear to deter him on Wednesday night.

"People want a little bit of logic and a little bit of fairness," he said.

"If you search for a cause to fit a narrative, eventually you'll convince yourself that you've stumbled onto something, as most of the cowardly excrement have.

"Those excrement who have weighed into this — I'd like to mention their names, but as nobody reads or listens to them because they're on second-tier media outlets. I won't bother. But if you spray excrement with perfume or put aftershave on a piece of excrement, at the end of the day, it's still a piece of excrement."

Newman's Footy Show co-host, James Brayshaw, who was involved in the Triple M segment, said "you are entitled to your opinion, Sam".

"I don't agree with, certainly, that last bit.

"Some of the language used in that 30-second segment was off the pace, and for that reason, it was absolutely appropriate that we apologise.

"Offence was taken and I can understand why."

Keep digging, Sam Photo: Darrian Traynor

Rebecca Maddern, Newman's female co-host, defended McGuire's reputation, but condemned his comments.

"I do agree in part with Sam on this, that the men involved are all good men. I know how they feel about violence against women, and it's exactly how I feel.

"These men made a mistake. They have acknowledged they made a mistake. They have apologised for that mistake, and that apology has been accepted. So we're at a point now where all we can do is move forward. We need to move forward in a positive way."

"I think in the media, we have to be reminded that we are in a very privileged position. We have a voice. That voice is listened to by many people, and people absorb what we say. And in turn, because of that, we have a power to change the conversation and shape the public perception about certain issues," she said.

Newman was reacting to the week-long controversy that has surrounded Pies president Eddie McGuire, after he told a radio audience he wanted to see her drown.

McGuire has apologised several times and been censured by his club and the AFL.

Some big-name Twitter users, including fellow Channel Nine star Lisa Wilkison, were quick to react to Newman's outburst. 

Sam Newman has weighed in on Eddie McGuire, telling Caroline Wilson: "Even if you were underwater you'd still be talking".
Unbelievable.— Lisa Wilkinson (@Lisa_Wilkinson) June 22, 2016

Wiping tears of hilarity after hearing that Sam Newman has accused Caro Wilson of "becoming an embarrassment". #ironyisdead— Annabel Crabb (@annabelcrabb) June 22, 2016

Hard to think of any way that Sam Newman makes our game, or our country, a better place. A living dinosaur from a past best left behind.— Tim Watts MP (@TimWattsMP) June 22, 2016

It comes as Newman conceded he was "probably not fair dinkum" about running for lord mayor of Melbourne, just hours after reports of the possible candidacy emerged.

He told 3AW's Neil Mitchell that he planned to be "figurehead" if elected.

"We would be delegating, delegating. We'd get someone else to run the joint," Newman said.

The former Geelong player believes one of the key issues for Melbourne is its homeless people.

"I have been asked a couple of times … would you shove and move on the homeless people – the unfortunate people. That always seems to be the main thing," he said.

"This is by no means … trying to pick up people that are less fortunate than ourselves and bundle them out of here. This is just an attempt to pacify or appease both sides of the equation, that's all."

Mitchell also asked Newman about comments on the Eddie McGuire controversy.

Newman said he understood why some women were offended by the  but "if you have to tell us we have to tick a box to say were against women's violence, or violence against females, if you have to ask people that, that it is ridiculous".

"What the sections of the media have done or tried to do Eddie McGuire is an absolute disgrace, because he is a very good man for this town, city and nation."

Mitchell also asked Newman about his views on the Eddie McGuire controversy.

Newman said he understood why some women were offended by McGuire's comments but  "if you have to tell us we have to tick a box to say were against women's violence, or violence against females, if you have to ask people that, that it is ridiculous".

"What the sections of the media have done or tried to do Eddie McGuire is an absolute disgrace, because he is a very good man for this town, city and nation."