Josh Innes is having a bad time. He has now lost to Mike Missanelli five straight months. Mike’s margin of victory – when you combine over-the-air and growing streaming numbers – has ballooned from a 2.4 share last month to a 4.1 share this month. Here are the full Nielsen ratings for the March ratings period – running February 25 – March 23 – among men 25-54:
FULL WEEK 6a – 12a, Monday-Sunday
WIP: 6.9 over-the-air, 0.3 stream, 7.2 overall
97.5: 6.3 over-the-air, 1.5 stream, 7.8 overall
Takeaway: This is a high-level view, which gives WIP a slight over-the-air edge, while 97.5 takes a slight combined lead. This is rarely used for measuring success, because it includes weekends, special events, holidays, etc.
WEEKDAYS 6a – 12a, Monday-Friday
WIP: 7.4 OTA, 0.2 stream, 7.6 overall
97.5: 7.2 OTA, 1.8 stream, 9.0 overall
Takeaway: This includes off-peak hours and events. The two stations were virtually tied over-the-air, but this is where 97.5’s streaming audience – presumably people sitting at their desks at work and not in their trucks (just my conjecture on the audience demos) – begins to move the needle.
WEEKDAYS 6a – 7p, Monday-Friday
WIP: 7.6 OTA, 0.2 stream, 7.8 overall
97.5: 7.4 OTA, 2.0 stream, 9.4 overall
Takeaway: You’re now seeing 97.5’s streaming number hit 2.0, a measurable rating well beyond being a “fluke,” like certain WIP hosts would have you believe.
MORNINGS 6a – 10a, Monday-Friday
WIP, Angelo Cataldi and Co.: 9.1 OTA, 0.4 stream, 9.5 overall
97.5 Anthony Gargano and Friends: 6.8 OTA, 0.4 stream, 7.2 overall
Takeaway: This is a solid win for Angelo. Gargano has nipped at his heels in recent months, but he still has a long way to go to catch the incumbent here. No surprise that Angelo won, but I am a bit surprised that he grew his lead in a non-football month.
MID-DAYS 10a – 2p, Monday-Friday
WIP, Mike and Ike: 6.4 OTA, 0.2 stream, 6.6 overall
97.5, Rob and Harry: 6.2 OTA, 2.8 stream, 9.0 overall
Takeaway: This marks the second month in a row Rob and Harry have beaten Mike and Ike, the longtime winners in this time slot. Mike and Ike regained their OTA win, but got crushed in the stream. This is now a trend– 97.5’s stream dominating. In fact, their 2.8 streaming number was higher than the overall rating for KYW and other stations in this time slot. It’s no longer an afterthought.
AFTERNOONS 2p – 6p, Monday-Friday
WIP, Innes: 7.4 OTA, 0.1 stream, 7.5 overall
97.5, Missanelli: 8.7 OTA, 2.9 stream, 11.6 overall
Takeaway: Bloodbath. Again, an OTA win for Mike, and complete dominance on the stream. No matter how Josh spins this – and my guess is he’ll try – he can no longer cast aside a streaming number that is 40% of his OTA number.
EVENINGS PRE-FLYERS AND SIXERS 6p – 7p, Monday-Friday
WIP, Haddad: 6.8 OTA, 0.1 stream, 6.9 overall
97.5, Joe “The Hammer” DeCamara: 8.7 OTA, 0.8 stream, 9.5 overall
Takeaway: The Hammer is nailing Sludge.
The big takeaway here are those streaming numbers approaching 3.0. This is new territory. What used to be blips on the radar have become shares larger than those of some other major stations’ totals. WIP, I think because of its older demo and lackluster streaming options, has fallen behind here, and, other than in the mornings, they’re losing all over the place, mostly because 97.5 has a large (and growing) streaming audience. BEAT OF CHANGE: