This from Crossing Broad.com:
WIP beat 97.5 in the “September” ratings period – which actually ran from August 13 to September 9 – in the all-important men 25-54 demo, among traditional radio listeners, from 2-6 p.m. WIP earned a 8.4 share to 97.5’s 8.0. In the final week of the month, September 3 to September 9, WIP – which then included the full Josh Innes (above left), Spike Eskin, Hollis Thomas show – won quite handily over Mike Missanelli (above right), who finished fourth.
BUT. There’s always a but. A big one.
Part of the mystique of radio ratings is just how inexact they are, and though WIP won with traditional listeners, I’m told 97.5 earned a 1.6 share on their stream to WIP’s 0.1 among men 25-54, thus making the combined rating 9.6 to 8.5 in favor of 97.5.
The stream number should be no surprise as 97.5 has a much younger and less-blue collar audience, meaning listeners are more likely to be listening with an app or computer (I don’t think I have a radio in my house) and not behind the wheel of a cement mixer or dump truck.