With complete, show-by-show Boston ratings breakdowns now available, sure enough, it’s all about the Sox!
With the first full ratings book release since the team moved from WEEI to WRKO, its effect is immediately apparent. In the key adults 25-54 demographic, the station surged 315% between 7pm and 10pm, when most games air.
Meanwhile, the Sox had a mixed effect on the rest of WRKO. They provided no help to Howie Carr, whose ratings actually fell by 10% as compared to the previous quarterly survey.
Remember all of the confusion over pre-empted shows during the pre-season? That may have hurt Carr’s show. In fact, boring Jay Severin finally realized an increase, up 14%. Did Howie’s loss turn into his gain? Even so, Carr is still beating his WTKK competitor.
Otherwise, mornings at WRKO were up book-to-book, but Tommy Tune Out is scoring lower ratings than Scotto did a year ago (as previously reported by the Herald). Even with the increases, 5am-noon remains a dead zone for WRKO, with relatively tiny audiences.
Though ratings for his timeslot rose, Todd Feinburg remains the lowest-rated host in the market by audience share (6am-midnight) and has the smallest average quarter hour (AQH) figure of any daytime talk radio show in Boston. Finne-bomb takes second in both of these categories.
And let’s wipe out a myth once and for all: the loss of Imus did NOT hurt WTKK. In fact, despite a crummy lineup of Mike Barnicle and various guest hosts, mornings at the station were down only 3% post-Imus.
At night, WTKK continues to slide with a syndicated lineup that has been sagging for a long time. It’s in bad shape from 7pm to 5am.
Though not apparent from WBZ’s first-place overall showing in listeners 12 and older, the station was actually a weak performer across the board. In the all-important 25-54 category, its daytime news wheel fell 15%. At night, WBZ’s talk shows fell 40% (8-midnight) and 29% (midnight-5am).
Because its audience skews much older than other talk stations, WBZ faces a particular challenge in modernizing its product to appeal to the under-55 segment of the audience.