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The Sports Hub Takes August But WEEI Keeps Surging

Jason Barrett

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For the past few years, 98.5 The Sports Hub has established itself as a dominant brand. The CBS Boston sports talker has enjoyed tremendous success in the Men 25-54 demographic, cementing its position as one of the top rated sports radio stations in the nation.

While The Hub was building momentum, their main competitor WEEI, was undergoing a few changes. After making adjustments and bringing back a few friendly and familiar voices, progress soon followed. Boston sports radio fans began eating up the programming delivered by both brands, helping make the city the highest rated sports radio market in the country. There aren’t many cities in America where two sports radio stations finish 1-2 in the ratings, and their shows combine to reach 20-25% of the Male 25-54 demographic, but that’s exactly what’s transpired over the past few months.

In August, we saw a repeat in terms of the rankings with the Sports Hub finishing 1st and WEEI coming in 2nd. But one noteworthy item that jumped out was the improvement from WEEI and a slight decline from The Hub when you analyze their performances over the past twelve months. To be fair, The Hub has been cranking out record setting numbers, so eventually even the best have to slow down.

If you look at the situation from The Hub’s point of view, their three weekday shows are all number one, and delivering double digit ratings with Men 25-54. That’s phenomenal. They can also feel good about their evening number because although it’s slightly behind WEEI’s, they’re competing against Boston Red Sox baseball which costs a lot more. They also have a sizable lead over WEEI in most dayparts so they have plenty of ammunition to use in selling their story.

Flipping the script to WEEI, they’ve got to feel ecstatic about their year to year growth. During that span they’ve gained two to three ratings points on their weekday shows while the Hub has either declined or stayed flat. Dennis and Callahan led the charge by adding three full points in morning drive while competing against the Hub’s top rated show (Toucher and Rich). It’s even more remarkable when you take into account that they were battling without regular contributions from John Dennis. That’s encouraging news for Kirk Minihane, Gerry Callahan, and station management as they move forward without Dennis who left his full time position in August.

Not to be lost in the shuffle are the midday and afternoon shows which have also made significant strides, adding more than two share points to their performance. WEEI can also point out that they’ve stayed on track while going through a Program Director change, which is a testament to the work being done by Assistant Program Director Joe Zarbano and his team behind the scenes. The station can also lay claim to their ratings dwarfing most of America’s top sports radio stations, even if they don’t defeat The Hub. When you add all of that up and combine it with their Men 35-64 story where they beat the Hub in mornings, middays, and M-F 6a-7p, that’s a whole lot to work with.

Looking at it strictly from a Men 25-54 numbers point of view as most industry folks do, you’re going to recognize The Hub for being in the driver’s seat. They are and they deserve credit for a strong month. To perform the way they have over the past few years is extremely difficult and their work is worth recognizing.

But as I’ve learned over the years that it’s not always about a monthly ratings performance, which is why I highlighted the year to year progress too. Most brands analyze their growth over one year’s time and this is the space where WEEI can feel encouraged and the Hub can find areas to improve upon, despite being on top.

To climb back into the 2nd position and stay there consistently is a big accomplishment for WEEI because they were not in this spot last year. There’s now a serious battle where one or two quarter hours can make the difference in who wins and loses the next book. The combined performance of Toucher and Rich and Dennis and Callahan (now Kirk and Callahan) is as good as it gets in mornings in the sports format, and now it’s up to both brands and their talent to maximize their creativity, abilities, and strategy and hope that the Nielsen gods are on their side next time around.

It’s a pleasure to watch this competition from afar. Judging by the recent trends, I’d be surprised if we didn’t have another great story to share next month. In the meantime, best of luck to both stations and their teams going forward. May the best brand win!

STATION/SHOW Aug-16 Aug-15
M-SU 6A-Mid
98.5 THE SPORTS HUB 9.5 10.7
WEEI 7.6 5.8
M-F 6A-7P
98.5 THE SPORTS HUB 12.0 12.8
WEEI 8.2 5.6
M-F 6A-10A
TOUCHER & RICH (98.5) 12.9 14.5
DENNIS & CALLAHAN (WEEI) 10.4 7.2
M-F 10A-12P
ZO & BERTRAND (98.5) 10.7 10.8
ORDWAY, MERLONI & FAURIA 6.7 4.0
M-F 2P-6P
FELGER & MASSAROTTI (98.5) 12.5 13.0
DALE & HOLLEY (WEEI) 7.7 5.6
M-F 6P-Mid
RED SOX/MIKE MUTNANSKY 7.5 7.4
ADAM JONES (98.5) 7.3 8.9

*** All numbers are for Men 25-54

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Stoney & Jansen Baffled By NBA Finals TV Schedule

“They’ve got to get up early on the [West] Coast. We’ve got to stay up late because Monday Night Football can’t start until 8:30. It goes both ways.”

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Courtesy: Audacy

The NBA Finals and Stanley Cup Final continue with games taking place this weekend, and many basketball and hockey fans are expected to tune in to watch the action. The Denver Nuggets will try to take a 3-1 series lead on the Miami Heat, while the Vegas Golden Knights will look to rebound from an overtime loss to return home one win away from a championship. Aside from the pomp and circumstance, there is considerable intrigue pertaining to the action on both the court and the ice. The challenging part of the entire situation is knowing when the games are played due to the disjointed nature of the schedule.

Throughout the NBA Finals, games have taken place three days apart from one another, while the Stanley Cup Final has followed a similar pattern but both avoid playing games on Sundays. As a result, there were only two days between the first two games of the Stanley Cup Finals, but three for the remainder should it reach a deciding seventh game. Similarly in basketball, the first three games of the NBA Finals were played every other day, but the remainder of the series is scheduled with two days of rest. There is a chance the decision was made to accommodate travel schedules, as both series are aligned in a 2-2-1-1-1 pattern, meaning the first two games are played in one city; the next two are played in the other; and then they continue to alternate until a champion is crowned.

“I don’t know why the NBA’s not playing on Sunday,” 97.1 The Ticket morning co-host Mike Stoney said. “That big travel day – because you really need travel days nowadays with your private planes to fly from Miami to Denver.”

Show co-host Jon Jansen, who played 10 seasons in the NFL as an offensive tackle with Washington and Detroit, expressed how some players may need to acclimate themselves to the altitude in Denver, Colo. The city is located 5,280 feet, or one mile, above sea level, making the air thinner and dryer and presenting some visitors with difficulty breathing. Jansen never felt the effects of altitude sickness, claiming that it was never a big deal for him, but obviously, everyone reacts to things differently.

“Basketball in particular and hockey because it’s constant running, especially at your position,” Stoney proposed. “You’re not running like madmen [in football] like they do in basketball where I think it affects you the most.”

The schedule also presents challenges for consumers around the United States living in different time zones. The NBA Finals do not begin until 8:30 p.m. EST, and the games often do not include until close to midnight. Especially on weeknights, asking East Coast fans to stay up late and then go to work early in the morning limits the amount of sleep they can receive. Meanwhile, those on the West Coast are just returning home from a standard eight-hour workday and may have other tasks to carry out.

“They’ve got to get up early on the [West] Coast,” Jansen said. “We’ve got to stay up late because Monday Night Football can’t start until 8:30. It goes both ways.”

There is no perfect time slot that will appease all consumers, but even so, ratings for this year’s NBA Finals have exceeded most expectations. Game 3 attracted an average audience of 11.2 million viewers and peaked at a figure of 12.4 million, down 2.5% from last year’s third game of the NBA Finals between the Boston Celtics and Golden State Warriors. Viewership for the first three games of the NBA Finals is averaging 11.6 million, representing a nearly 2% decline from last year’s numbers. ESPN reported its most-watched playoffs across its platforms in the last 11 years, with the total playoff viewership audience averaging approximately 6.1 million people.

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Colin Cowherd: I Have Tried to Invest in MLS Teams Twice

“I think they’re smart. I think they’re boutique stadiums, their fanbases feel European. The in-game environment’s excellent.”

Jordan Bondurant

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Courtesy: FS1

Could we have seen FOX Sports Radio host Colin Cowherd having some sort of ownership stake in an MLS team? Cowherd said he tried, and then he tried again.

Talking about Inter Miami adding global superstar Lionel Messi on Thursday, Cowherd mentioned that he inquired about getting involved with the league, but the asking price at this point is too much for him.

“I have twice tried to invest in the MLS, and I just can’t afford it,” Cowherd said. “I think they’re smart. I think they’re boutique stadiums, their fanbases feel European. The in-game environment’s excellent. The academy is slowly becoming something, but it is becoming something their academy system. And they are now on a regular basis going and getting the world’s biggest soccer stars.”

Colin pointed out that Messi is the most popular athlete in the world, boasting social media followings and name recognition that easily eclipses that of superstar athletes like LeBron James and celebrities like the Kardashians and Beyonce. So not only is Messi’s signing a monumental moment for Inter Miami owner David Beckham, but it’s a feather in the cap signing for Major League Soccer as a whole.

“Messi is massive for the MLS. It’s the biggest moment in the history of the franchise,” he said. “Think Beckham times two. And Beckham was big when he arrived here in the States.”

“I think it’s cool that the MLS, our domestic soccer league, can go out and bring a superstar – not a star, a mega superstar on our soil regularly,” he added.

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San Antonio’s Sports Star Shuffles Weekday Lineup

“The station also announced a new show hosted by producer James Pledger which will air from 6-7 p.m. and debut on Monday.”

Jordan Bondurant

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A few days after eliminating its midday show, 94.1 FM San Antonio Sports Star has announced further changes to its local weekday lineup.

Gone is Jimenez & Spence, hosted by Mike Jimenez, who was let go last week, and program director Tim Spence. Afternoon show The Blitz with Jason Minnix and Joe Reinagel is shifting back an hour and will air from 2-6 p.m.

The station also announced a new show hosted by producer James Pledger which will air from 6-7 p.m. and debut on Monday.

Pledger has been a longtime contributor to San Antonio Sports Star, producing The Blitz in addition to hosting a Saturday morning show. He will continue in those roles while also adding his hourlong daily program.

“I’ve worked for this for so long,” Pledger told local CBS affiliate KENS. “I have long wanted to be in both worlds because of the creativity that I use when producing, how it differs from creating a show.”

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