Cranston won his first national title in 1971 with a performance that included triple Salchow and loop jumps, and received a standing ovation from the audience. It was in the 1972 season that he truly established his reputation in the sport. At the 1972 Canadian championships, his marks included four 6.0s for artistic impression and six 5.9s for technical merit. At this time the artistic impression mark was supposed to be graded on the quality of the jumps, landings and spins and the choreography to the music. Cranston skated poor compulsory figures at the 1972 Winter Olympics, but turned in a strong program to finish 5th in the free skating. At the 1972 World Figure Skating Championships, he won the free skating medal with another superb performance, again landing triple loop and Salchow jumps and receiving a thunderous standing ovation as well as a perfect 6.0 mark for artistic impression. He won that same medal again at the 1974 World Figure Skating Championships in addition to winning the overall bronze medal. Toller Cranston also was the 1976 Olympic bronze medalist, again winning the free-skate medal.