The winter couldn’t put a chill on 98.5 The Sports Hub’s ratings, with the CBS Radio-owned station finishing second in the Arbitron ratings in the period from January 5-March 28.
The Sports Hub earned a 8.5 share in the ”winter book” among the men 25-54 demographic, the second consecutive three-month period it has finished second after finishing in the top spot last spring and summer.
WEEI was fourth with a 5.7 share after a third-place ranking in the fall.
Another CBS Radio property, the classic rock station WZLX, was first overall (8.9) for the second straight three-month period, with its morning drive (Karlson and McKenzie) and midday (Carter Alan) programs winning their day parts.
The Sports Hub’s Felger and Massarotti program was first in afternoon drive, the lone program on either station to finish in the top spot in any time slot. The Sports Hub’s other three daily programs — Toucher and Rich, Gresh and Zo, and The DA Show — all earned second-place ratings in their respective day parts.
The overall second-place finish for The Sports Hub was impressive in that there was a school of thought that its audience might drop once the Patriots season ended. The Sports Hub is the franchise’s flagship station. But a month-by-month breakdown showed that it was first in January, but held on to second in both February and March.
Here is the breakdown between the two stations at each day part:
Mornings (6 a.m.-10 a.m.)
Toucher and Rich, 98.5: Second, 9.8.
Dennis and Callahan, WEEI: Third, 7.6.
Midday (10 a.m.-2 p.m.)
Gresh and Zo, 98.5: Second, 10.0
Mut and Merloni, WEEI: Fourth, 5.5
Afternoons (2 p.m.-6 p.m.)
Felger and Mazz, 98.5: First, 9.8
The Big Show with Ordway and Holley, WEEI: Third, 6.2
Evenings (6 p.m.-11 p.m.)
The D.A. Show, 98.5: Second, 6.4
Planet Mikey, WEEI: Eighth (tie), 4.7
(WEEI has Celtics broadcasts, while 98.5 carries the Bruins.)