Courtesy Boston Globe

(June 18, 2010) One conclusion from May’s Arbitron ratings, which were released yesterday: 98.5 The Sports Hub, which launched in August 2009, is no longer an upstart underdog, but a legitimate challenger capable of winning some crucial rounds against established sports radio heavyweight WEEI.

In a ratings period that covered April 29 to May 26, WEEI remained strong, finishing second overall among men 25-54, the most coveted demographic, with a 7.0. The Sports Hub was tied with WXKS for third at 5.7. WZLX was first (8.5).

But among individual programs, The Sports Hub had some victories that would have seemed improbable just months ago.

The Felger and Massarotti Show in the 2-6 p.m. time slot finished second with males 25-54 with a 7.3 rating. WEEI’s “The Big Show’’ was third with a 6.5. Among men 18-49 in the same time slot, The Sports Hub was first with 7.6, while WEEI was seventh (5.1).

In the 6-7 p.m. hour, “The Baseball Reporters,’’ hosted by Tony Massarotti, beat the WEEI Red Sox pregame show in every male demo.

In the mornings from 6-10, WEEI’s “Dennis and Callahan’’ show tied for first with WAAF’s “The Hill-man Morning Show’’ with a 7.6 in the men 25-54 category. The Sports Hub’s “Toucher and Rich’’ show was fifth (6.9), but among males 18-49 in the time slot, The Sports Hub was second (7.2), while WEEI was fifth (5.9).

In the middays from 10-2 p.m., WEEI’s The Dale and Holley Show was tied for third (5.3), while The Sports Hub’s “Gresh and Zo’’ program was fifth (4.8).

At night (7-12 p.m.) WEEI, which features Mike Adams’s “Planet Mikey’’ show, was first (25-54 men) with an 11.2. “The D.A. Show,’’ hosted by Damon Amendolara, was third (7.4), with Bruins postseason games also figuring into those ratings.

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