As the race toward mediocrity in Boston talk radio continues, new ratings have seen WRKO crushed to bits while the competition eats its lunch.
For the first time in memory, WTKK has beaten WRKO in the overall 12+ ratings, with the former rising from 2.8 in the fall to 4.1 for the winter. The latter fell from 4.2 to 3.8 during the same time period.
As the Herald reports today, The Felon’s wildly unpopular program has dragged down the station’s all-important morning drive ratings:
WRKO radio host Tom Finneran has been hit with his worst ratings yet – and has failed to attract the throngs of listeners station suits were banking on during his 14 months on the air.
With Finneran manning the morning drive, WRKO-AM (680) lost more than 23,000 key listeners this winter compared to the fall among the revenue-generating 25- to 54-year-old demographic, according to Arbitron ratings released yesterday.
Finneran had a 1.1. share and 35,800 average weekly listeners in that important group of listeners this winter, from Jan. 10 to April 2. The resurrected Don Imus at WTKK-FM (96.9) beat Finneran more than 3-to-1, ranking 10th with a 3.5 share in the key demo.
Finneran debuted on WRKO in February 2007 with much hype but has languished in 15th and 16th place in morning-drive among 25- to 54-year-olds. During winter 2007, he had a 1.6 share in that demo; followed by a 1.9 last spring; a 1.6 last summer and a 2.0 last fall.
While it’s no surprise that Imus is regaining some of his previous base, it’s amazing to see Finneran actually losing many of his few remaining listeners. Might Air America be interested in hiring him?
From Coffee Boy, here’s the quote of the year:
‚ÄúTom is working extremely hard and he‚Äôll do what he needs to do to bounce back,‚Äù said WRKO program director Jason Wolfe.
Bounce back? To what? There’s no past record of success!
Meanwhile, Jay Severin is winning the afternoon drive war by default, as a demoralized Howie Carr turns in the weakest possible performance allowed by law.
And with Reese “ask me about my bogus bio” Hopkins now in midmornings, the 10am – 3pm daypart has never looked weaker.
Watch here for more analysis. In particular, I’m waiting for more detailed data that breaks out hosts individually, which will provide an even clearer picture of the current situation.