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Sports Hub second in fall, WEEI third

Posted by Chad Finn, Globe Staff  December 28, 2011 03:43 PM

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The fall Arbitron ratings saw continued big numbers for 98.5 The Sports Hub as well as a significant boost for WEEI during its first period simulcasting on FM.

The Sports Hub, which had won the previous two Arbitron quarterly ratings periods, finished second in the "fall book", which covers the period from Oct. 15-Dec. 7, with a 9.4 share among men 25-54.

It was second to WZLX (9.9), a classic-rock station that had the best ratings in its 26-year history. The Sports Hub's share was up from its first-place 7.5 over the summer. Its programs finished first in morning and afternoon drive.

But there was plenty of encouraging news for WEEI, which was third (6.4) in the fall, up from its tie for eighth (4.6) during the summer book.

The main significance of this ratings period, which covers Oct.15-Dec. 7, is that it is the first full three-month book since WEEI began simulcasting on 93.7 FM on Sept. 12. Its share includes listeners on both 93.7-FM and 850-AM stations.

Here is the breakdown among the specific day parts:

Morning drive (6-10 a.m.): The Sports Hub's Toucher and Rich program was first with a 10.8 share, up slightly from its first-place finish in the summer (10.3). WEEI's Dennis and Callahan program was third (7.9), up from fifth (5.8) over the summer. They were sandwiched around WZLX's Karlson and McKenzie Show, which was second (10.4).

Middays (10 a.m.-noon): The Sports Hub's Gresh and Zolak finished second (9.9) to WZLX's Carter Alan (13.5), but its share was up from its No. 1 finish over the summer (9.5). WEEI's Mut and Merloni program made a huge leap forward, finishing tied for third (5.9). It was 13th in the summer (3.1).

Afternoon drive (2-6 p.m.): The Sports Hub's Felger and Massarotti were first again (10.7, up from 9.3), while WEEI's Big Show featuring Michael Holley and Glenn Ordway too third (7.0), up from seventh in the summer (4.9).

Evenings (6-11 p.m.): The Sports Hub, featuring the DA Show and Bruins broadcasts, tied for second (7.0). It was 11th (3.6) over the summer. WEEI, with the Planet Mikey Show and other programming such as Monday Night Football, was fourth (6.5). It was third (7.2) in the summer.

About Touching All The Bases

Irreverence and insight from Chad Finn, a Globe/Boston.com sports writer and media columnist. A winner of several national and regional writing awards, he is the founder and sole contributor to the TATB blog, which launched in December 2004. Yes, he realizes how lucky he is.

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