In the May Arbitron rating trends, the Bruins run certainly helped 98.5 The Sports Hub as it jumped over WEEI in the overall cumulative ratings and the station continues to beat WEEI like a drum in key male demographics. This is just amazing when you take a look at the numbers. Now, WEEI will say we should add the numbers coming from WEEI-FM in Providence and the numbers are different, but to be honest, the way that WEEI is getting beat in certain dayparts, that argument really doesn’t hold water anymore. Overall in the 6+ numbers, WBZ-FM beats WEEI head-to-head, taking 12th place over WEEI’s 13th place. And The Sports Hub beats WEEI in Morning and Afternoon Drive as well as Middays. The only dayparts in the 6+ category where WEEI beats WBZ-FM is at night and on weekends. And the margin is more pronounced when you get to Men 18-34, Men 18-49 and men’s 25-54.
I’ll break it down for you.
|98.5 The Sports Hub||6+ Cumulative||WEEI-AM|
|Ranked 12th||Mon-Sun 6a – midnight||Ranked 13th|
|Ranked 12th||Mon-Fri 6a – 10a||Ranked 14th|
|Ranked 12th||Mon-Fri 10a – 3p||Ranked 15th|
|Ranked 12th||Mon-Fri 3p – 7p||Ranked 14th|
|Ranked 5th||Mon-Fri 7p – midnight||Ranked 4th|
|Ranked 12th||Sat-Sun 6a – midnight||Ranked 11th|
|98.5 The Sports Hub||Men 18 – 34||WEEI-AM|
|12.0 (1st)||Mon-Sun 6a – midnight||2.2 (14th)|
|20.7 (1st)||Mon-Fri 6a – 10a||3.5 (10th)|
|14.6 (1st)||Mon-Fri 10a – 3p||1.0 (Tie-17th)|
|10.7 (2nd)||Mon-Fri 3p – 7p||1.2 (Tie-15th)|
|6.7 (Tie-4th)||Mon-Fri 7p – midnight||4.7 (8th)|
|5.0 (8th)||Sat-Sun 6a – midnight||1.5 (Tie-15th)|
|98.5 The Sports Hub||Men 18 – 49||WEEI-AM|
|9.8 (1st)||Mon-Sun 6a – midnight||3.8 (9th)|
|13.8 (1st)||Mon-Fri 6a – 10a||5.5 (4th)|
|12.2 (1st)||Mon-Fri 10a – 3p||2.2 (Tie-12th)|
|9.3 (1st)||Mon-Fri 3p – 7p||3.8 (Tie-8th)|
|8.1 (4th)||Mon-Fri 7p – midnight||5.6 (6th)|
|4.8 (7th)||Sat-Sun 6a – midnight||2.9 (13th)|
|98.5 The Sports Hub||Men 25 – 54||WEEI-AM|
|8.5 (1st)||Mon-Sun 6a – midnight||4.9 (7th)|
|10.5 (1st)||Mon-Fri 6a – 10a||6.1 (Tie-3rd)|
|9.8 (2nd)||Mon-Fri 10a – 3p||3.4 (Tie-10th)|
|8.5 (1st)||Mon-Fri 3p – 7p||4.8 (7th)|
|8.7 (Tie-1st)||Mon-Fri 7p – midnight||8.1 (3rd)|
|5.1 (8th)||Sat-Sun 6a – midnight||4.0 (10th)|
|98.5 The Sports Hub||Overall 25 – 54||WEEI-AM|
|5.2 (6th)||Mon-Sun 6a – midnight||3.3 (15th)|
|6.3 (2nd)||Mon-Fri 6a – 10a||3.8 (13th)|
|5.7 (5th)||Mon-Fri 10a – 3p||2.0 (Tie-17th)|
|4.9 (5th)||Mon-Fri 3p – 7p||3.3 (14th)|
|6.2 (4th)||Mon-Fri 7p – midnight||6.3 (3rd)|
|3.4 (13th)||Sat-Sun 6a – midnight||2.9 (14th)|
The amazing numbers are the drop off from morning drive to middays for WEEI, handing off from Dennis & Callahan to Mutt & Merloni. Gresh & Zo who were running behind Dale & Holley have now taken control of middays. And the morning drive battle between Toucher & Rich and Dennis & Callahan has turned out not to be a battle at all especially among younger listeners.
Nighttime has become a battle between Red Sox and Bruins games, but 98.5 is holding its own at nighttime especially between Damon Amendolara and Mike Adams.
We’ll see how the ratings turn out for June.