The summer ratings are out, and once again, 98.5 defeated WEEI pretty soundly.
The morning show battle is interesting. Toucher and Rich (10.8) again came out on top, but Dennis and Callahan got a nice bump finishing second with a 7.2.
(Let’s get this out of the way – when I listen in the mornings, I find that I listen to D&C more often simply because, even though I find their personalities incredibly unlikable, their sports content is generally better than what is on Toucher and Rich. I do go back and forth though, as I suspect many do.)
John Dennis however, wants all to know that his program is the most listened to morning sports show in New England.
And on and on…
What Dennis is claiming here, of course, is that if you take all the WEEI affiliates across New England, plus their television audience on NESN, then more people in New England are listening/watching Dennis and Callahan than are Toucher and Rich.
I don’t have specific numbers on this claim, but I suspect that it is true. If you add them all up, they’re probably more than what Toucher and Rich get only in Boston.
The problem is, this is the argument that D&C used to bash Imus (or Stern) with back in the day. Imus had more outlets, and was thus getting a larger audience. D&C would attack that claim. Now, when it suits their argument, they’re using it for themselves.
The funny thing to me is, all those years when D&C were winning the morning ratings handily, we never heard about these other affiliates. They started to lose, and then all of a sudden there was an emphasis to include Providence in with the Boston numbers, and now, apparently they want to include Providence, NESN and all of their other affiliates across New England.
Seems like moving the goalposts to me. They can’t beat Toucher and Rich in Boston, so let’s make it all of New England, where we have stations, and they don’t. It becomes more about reach than about how they’re actually doing.
A few points on this argument:
- If 98.5 were going against WEEI in all the areas that the latter has affiliates, does anyone think they’d lose there? 98.5 is not losing to WEEI anyplace they are competing.
- It seems logical then, that since 98.5 is beating WEEI handily in places where they go head-to-head that they would beat them elsewhere, too.
- Advertisers don’t care. Boston advertisers do not care that there is a WEEI affiliate in Keene NH, or Portland Me. They care about what the numbers are in Boston, and that is largely why the ratings numbers exist in the first place.
D&C were celebrating their new boss this morning, and that the handcuffs have been taken off, which presumably means a return to politics and current events (read: sex scandals) and less sports talk.
Whether it turns into ratings success remains to be seen. Otherwise, they will just have to remain happy with being the lower-rated-but-most-listened-to morning radio show in New England.