Boston's ratings battle is a good oneCourtesy
Boston Globe
(September 17, 2010) And in this week’s extended episode of “Boston Sports Radio Showdown’’ . . .
Excuse the soap-opera style introduction, but it seems fitting given the plot twists and turns of the relentless and intriguing battle between WEEI and 98.5 The Sports Hub for Boston sports radio supremacy. We reported in Tuesday’s editions of the Globe that The Sports Hub enjoyed a superb August in the Arbitron ratings, finishing first in both the morning and afternoon drives, while also topping WEEI in the midday in the all-important men 25-54 demographic. But that was only part of the story. Here are a few other leftover notes, details we learned over the course of the week, and even some mixed signals on interpreting the numbers in this market. We’ll let you decide if any of this counts as a cliffhanger. ■Despite trailing The Sports Hub in all the three daytime programming windows, WEEI finished tied for second overall in the demographic with a 5.9 share, while the Sports Hub was tied for fourth (5.3). Several readers asked how this could happen. Here’s how: WEEI was stronger at night, finishing in third from 7-midnight with a 7.4 share, while The Sports Hub was tied for sixth (4.8). And WEEI was considerably stronger on the weekends, finishing sixth on Saturday-Sunday 6 a.m.-midnight with a 6.8 share, while the Sports Hub was a distant 13th (2.8). With the Red Sox season coming to a close on WEEI while the Patriots are underway on their flagship, The Sports Hub, it will be interesting to see the effects on the night and weekend numbers. ■WEEI defeated The Sports Hub in the 6-7 p.m. hour, which featured its revamped Red Sox pregame show if the team was at home. WEEI was second in the time slot with a 6.8 share, while The Sports Hub’s “The Baseball Reporters,’’ hosted by Tony Massarotti, was fourth (5.9). ■WEEI program director Jason Wolfe continues to insist that the share it receives in Boston from its Providence-based FM affiliate (103.7), should be combined with the Arbitron numbers of its flagship Boston station. By that measure, in the men 25-54 demographic, WEEI would be first in morning drive (8.1 share), fourth from (10 a.m.-2 p.m., 5.3), second from 2-6 p.m. (7.0), first from 6-7 p.m. (7.7), and first from 7 p.m.-midnight (9.1). While the practice makes sense on some level, there is also a dubious element to it. WEEI management has refused to combine the two numbers for the sake of bonuses in the past, and the typical response when personnel at other stations are asked about WEEI’s approach is one of incredulity. “I honestly cannot believe they are still trying to do that,’’ said an executive at another Boston station, noting that it was relatively common for stations to combine shares on simulcast stations, but not one on a different frequency with different advertisers outside of the primary market. Thomas Mocarsky, vice president of corporate communications and investor relations at Arbitron, called on “a client’s behalf’’ yesterday afternoon. Mocarsky said it is “uncommon, but not incorrect’’ for stations to combine the Arbitron numbers of two outlets into one in a single market, but emphasized that he hadn’t looked at WEEI’s specific situation. ■Arbitron announced Tuesday its ratings agreement with Entercom Communications, WEEI’s parent company and one of the nation’s largest radio groups, has been renewed. Read more at
Boston Globe where this story was originally published.
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