Boston Radio: 25-54 WEEI Edges The Sports Hub In Morning Drive

WBZ 98.5 FM The Sports Hub remained the top-rated station in the Boston market in the spring Nielsen Audio ratings, but WEEI 93.7 FM made a striking leap forward from a year ago, especially in morning drive, reports The Boston Globe.

The Sports Hub earned an 8.7 share overall in the men 25-54 demographic from the period of March 30-June 21 to remain in the top spot. WEEI earned an 8.1 to finish second. The Sports Hub added an additional 1.4 share from its online stream.

But WEEI collected one enormous and significant victory, with its “Kirk & Callahan” morning program finishing first (11.9), a spot ahead of the Sports Hub’s “Toucher and Rich” program (10.4. plus 0.4 for its online stream). It is the first time since summer 2014 that WEEI topped the Sports Hub in the 6-10 a.m. time period.

Last spring, the Toucher and Rich program was first with a 14.6 share, plus another 1.1 for its stream. WEEI’s “Dennis and Callahan” program, which “featured” its current show-driving personality Kirk Minihane at that point, was second with a 10.5.

In middays (10 a.m.-2 p.m.), WEEI’s “OMF” program, featuring Glenn Ordway, Lou Merloni, and Christian Fauria, was second (8.3), trailing WZLX’s Carter Alan program (8.8). The Sports Hub’s program, featuring Scott Zolak and Marc Bertrand, was fourth with a 7.6 share but vaults to a 9.3 when its 1.7 streaming share is included. Last spring, Zolak and Bertrand were first while OMF was fourth.

In afternoon drive (2-6 p.m.), the Sports Hub’s “Felger and Massarotti” finished first with an 11.0 share, 13.2 with streaming added. WEEI’s “Dale & Holley” program, which includes third host Rich Keefe, was second (9.0).

WEEI is trending the right way. Its programs had outstanding numbers across the board in June, the final month of the book. “Kirk and Callahan” checked in with a massive 15.2 share in the month.

A note about streaming: The Sports Hub and WEEI have different methods for measuring streaming, both valid, but the cause of some controversy.

WEEI uses Total Line Reporting, which includes the stream in its Nielsen Audio ratings since it is a direct simulcast of the radio. The Sports Hub does not use Total Line Reporting and has a separate online stream, which generates a separate share.