The Sports Hub makes gains

By Chad Finn
Globe Staff / September 14, 2010

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It turns out that 98.5 The Sports Hub had more to celebrate in August than its first anniversary.

Among men ages 25-54 — the most coveted demographic by advertisers — the Sports Hub finished first in both morning drive and afternoon drive according to Arbitron’s August ratings book.

Overall, WEEI (850), long established as the market’s lone sports radio power before The Sports Hub debuted as WBZ’s all-sports FM station last August, remained strong, finishing tied for second overall in the demo with a 5.9 rating. The Sports Hub was tied for fourth with a 5.3.

“Toucher and Rich,’’ The Sports Hub morning program, finished first among men 25-54 with a 7.8 rating during the 6-10 a.m. morning drive window, while WEEI’s “Dennis and Callahan Show’’ was third (7.0).

In afternoon drive (3-7 p.m), the Sports Hub finished tied for first with a 6.7 rating, while WEEI was third (6.2). For the Sports Hub, the 3-7 p.m. period includes the final three hours of “Felger and Massarotti,’’ as well as the the one-hour “The Baseball Reporters’’ program that runs from 6-7 p.m. WEEI’s programming includes the final three hours of “The Big Show’’ and, usually, the one-hour Red Sox pregame show.

WEEI finished in third place from 7-midnight, earning a 7.4 rating for a timeframe that includes “The Planet Mikey Show’’ and Red Sox broadcasts. The Sports Hub’s “The D.A. Show’’ was tied for sixth (4.8).

During Arbitron’s midday (10 a.m.-3 p.m.) measurement, The Sports Hub, with the “Gresh and Zo Show’’ airing for the first four hours, was tied for 6th (4.7), while WEEI, featuring “The Dale and Holley Show’’ from 10 a.m.-2 p.m., was eighth (4.5).