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Strong May for WEEI in ratings

Posted by Chad Finn, Globe Staff  June 12, 2012 04:18 PM

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Bolstered in part by the Celtics' compelling playoff run, WEEI finished a resurgent second in the Arbitron ratings for May, while sports-talk rival 98.5 The Sports Hub dipped to sixth.

WEEI, which carries Celtics and Red Sox game broadcasts, earned a 7.5 share among men 25-54 from the period of April 26-May 23, trailing only classic-rock station WZLX. The Sports Hub, which broadcasts Bruins games and saw the team's season end in the first round of the Stanley Cup playoffs on April 25 -- the day before the May ratings period began -- had a 5.5 share.

Here's a breakdown of the individual day parts.

Morning drive (6-10 a.m.)
Toucher and Rich, 98.5: Second place, 7.7 share
Dennis and Callahan, WEEI:Third, 7.4

Midday (10 a.m.-2 p.m.)
Mut and Merloni, WEEI:Third, 7.2
Gresh and Zo, 98.5: Fourth, 6.5

Afternoon drive (2 p.m.-6 p.m.)
Ordway and Holley, WEEI: Second, 7.7
Felger and Mazz, 98.5: Fourth, 6.6

Evenings (7 p.m.-midnight)
Planet Mikey, Red Sox and Celtics broadcasts, WEEI: First, 11.6
The D.A. Show, Bruins broadcasts, 98.5: Eighth, 4.1

Over the past year, the Sports Hub has consistently held the upper hand in the ratings over WEEI, finishing second in the most recent winter and fall three-month ratings periods and first last spring and summer.

But the Bruins' early dismissal from the postseason and the Celtics' deep run favored WEEI in May, and should during the first few weeks of June as well.

It sets up a fascinating final-month stretch run of the spring ratings period, which covers March 29-June 20. The spring ratings will become available July 11.

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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