The March ratings are in for Philadelphia, and once again we have a tight race. Both WIP and 97.5 The Fanatic were strong, and they both have a solid story to share. Their level of success in the eyes of the audience and advertisers though will depend on which data they find more valuable.
Here’s the breakdown.
M-F 6a-10a:
- WIP = Angelo Cataldi – 9.1 (increases to a 9.5 when you add in digital listening)
- 97.5 The Fanatic = Anthony Gargano – 6.8 (increases to 7.2 when you add in digital listening)
M-F 10a-2p:
- WIP = Mike and Ike – 6.4 (increases to 6.6 when you add in digital listening)
- 97.5 The Fanatic = Ellis and Mayes – 6.2 (increases to 9.0 when you add in digital listening)
M-F 2p-6p:
- 97.5 The Fanatic = Mike Missanelli – 8.7 (increases to 11.6 when you add in digital listening)
- WIP = Josh Innes – 7.4 (increases to 7.5 when you add in digital listening)
M-F 6p-7p:
- 97.5 The Fanatic = Joe DeCamara/Flyers-76ers Pre-Game – 8.7 (increases to 9.5 when you add in digital listening)
- WIP = Brian Haddad – 6.8 (increases to 6.9 when you add in digital listening)
M-F 6a-7p:
- WIP = 7.6 (increases to 7.8 when you add in digital listening)
- 97.5 The Fanatic = 7.4 (increases to 9.4 when you add in digital listening)
M-SU 6a-Mid
- WIP = 6.9 (increases to 7.2 when you add in digital listening)
- 97.5 The Fanatic = 6.3 (increases to 7.8 when you add in digital listening)
Takeaways:
When digital enters the equation, the Fanatic is seeing a bump of nearly three points during their middays and afternoons. WIP meanwhile has a major digital challenge, given that they’re receiving less than a half of a point increase. I’m sure that CBS Philadelphia is taking this issue seriously, and The Fanatic are making sure that story gets told to everyone they explore business relationships with.
If there’s a silver lining for WIP, it’s that they have the slight edge in over the air ratings measurement. They won both M-F 6a-7p and M-SU 6a-Mid in that category. They can also lay claim to winning mornings and middays using that methodology.
Right now, WIP’s Angelo Cataldi has a stranglehold on morning drive, and The Fanatic’s Mike Missanelli owns afternoons. Whether that will change next month when baseball enters the mix is unknown.
For this month, there’s momentum on the side of the Fanatic. If WIP can figure out their digital dilemma, that can turn the tide quickly in their favor.
Now, to steal a lyric from Jay-Z, “on to the next one”.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
