Arbitron Radio – The Numbers

The Battle for Sports Radio Turf Rages On

Sports Radio Boston

The Arbitron radio numbers for September as well as the summer ratings book became available yesterday, and WEEI and 98.5 The Sports Hub continued their intriguing battle for sports radio supremacy.

Here is a look at some of the significant matchups, all in the crucial male 25-54 demographic:

?In the summer, WEEI took third overall (5.8 share), while The Sports Hub tied for fifth (5.1). During morning drive, WEEI’s “Dennis and Callahan’’ claimed first (7.2), while The Sports Hub’s “Toucher and Rich’’ was third (7.0). Midday, WEEI’s “Dale and Holley’’ tied for sixth (4.6), while The Sports Hub’s “Gresh and Zo’’ was eighth (4.2). In afternoon drive, The Sports Hub’s “Felger and Massarotti’’ (second, 6.1) edged WEEI’s “The Big Show’’ (third, 5.7).

In September, WEEI was third overall (6.0 share), while The Sports Hub was fifth (5.2). In morning drive, WEEI was first (7.6), while The Sports Hub was fourth (6.9), while from 10-2 WEEI was tied for fourth (5.0), while The Sports Hub was eighth (4.5). From 2-6, WEEI and The Sports Hub tied for third (5.7). In the evenings, WEEI, which featured “The Planet Mikey Show’’ and Red Sox broadcasts from 7-midnight, was third (7.1), while “The D.A. Show’’ was tied for sixth (4.7).

?Combining the numbers its Providence-based FM station generates in the Boston market with its AM share, WEEI had an overall 7.0 in September, good for second overall. “Dennis and Callahan’’ was first in morning drive by this measure (8.7), “Dale and Holley’’ was third midday (6.1), “The Big Show’’ was second (6.9), and the 7 p.m.-midnight programming was second (8.7).

?Using the same combined approach that WEEI has recently emphasized, it was second overall (6.9) in the summer book, with “Dennis and Callahan’’ first (8.4), “Dale and Holley’’ third (5.7), “The Big Show’’ second (6.7), and the 7-midnight programming tied for first (8.6) in their time slots.

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