Bitter Boston sports radio rivals could soon have the same owner

Talk was in the air everywhere at "Radio Row" in the Media Center in downtown Houston, including Boston based talk show hosts Marc Bertrand (left) and Scott Zolak (right) of the "Zolak and Bertrand Show" on 98.5 The Sports Hub. –Globe Staff Photo/Jim Davis

Entercom Communications Corp. and CBS Radio said Thursday that they have agreed to merge, creating a radio industry giant that in Boston would put two aggressively competitive Boston sports stations under the same corporate umbrella.

In addition to Entercom’s WEEI sports radio and CBS’s 98.5 The Sports Hub, other Boston stations in the deal include CBS’s news AM powerhouse WBZ, Mix 104.1 FM, and WZLX 100.7 FM. Entercom has seven local stations, including WAAF 107.3 FM, and WRKO 680 AM.

WEEI and The Sports Hub have long battled for ratings supremacy, with on-air personalities at each station regularly taking swipes at their counterparts. Of late, The Sports Hub has dominated the ratings. For the three-month period ended Nov. 30, it captured a 13.1 Nielsen share in the crucial 25-54 age demographic. WEEI lagged far behind with an 8.8 share.

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