RADIO WARS: The Cream May Be Rising
Mike Missanelli is going to get a big an even bigger head if he beats both Josh Innes and yet another Eskin this football season.
As we reported last month, Missanelli’s show beat Innes’ in the final two weeks of the August ratings period, which ended on August 12 (weird, I know). In September Week 1 (August 13 – August 19) – the week Innes’ new show with Spike Eskin and Hollis Thomas debuted, and the week of the “confrontation” at Eagles practice between Missanelli and Innes, not to mention the week of the Eagles’ first preseason game – Missanelli won yet again, earning an 8.5 share among men 25-54 over Innes and Co.’s 7.8.
Missanelli’s victories in the final two weeks of the August ratings period could have been attributed to mid-summer doldrums and Innes not yet having consistent partners (or sidekicks). But as we’ve detailed before, radio insiders believe new shows typically see a rubbernecking-type boost as people tune in to “see what it’s all about.” It doesn’t seem like that happened to any significant degree with WIP’s new Afternoon show in September Week 1.
Small sample size, for sure. But as football season approaches, Missanelli has won three-straight weeks (September Week 1 is the most recent weekly ratings release).
Side note: A little more on how the ratings are compiled: A source mentions to me that the entire Philly radio ratings are based on the PPM results of, like, 1,800 people. Just a dozen listener increase in a given 15-minute segment can wildly impact the ratings. Kinda crazy. Kinda inexact. Kinda intrigue-y. NOISES GATHER: