Think of it as a barstool rush to judgement…
So eager were some commenters to dismiss 610 Sports surprising ratings win in April over sports talk powerhouse WHB 810, they threw everything at the wall. Happens every year when the Royals season starts, they clamored. Nick Wright sucks.
But does it happen every year? Did it happen last year?
Let’s take a good, hard look…
As reported here, 610 with a 3.2 share beat WHB’s 3.1 share in April for listeners 12-plus, 6 a.m. to midnight, Monday through Sunday.
Exact same thing that happened last year, right? Wrong.
In April 2010, 610 Sports had a 3.1 share in 16th place versus WHB’s 3.9 share in the No. 10 slot.
I’d give you the 2009 numbers but they weren’t using PPMs then.
Now let’s take a look at how Nick Wright and Kevin Kietzman fared.
In the Winter book this year – Jan. Feb. March – men 25 to 54, Monday thru Friday, 2 p.m. to 6 WHB logged a 10.3 share to 610 Sports 4.1. Kietzman clobbered Wright.
For that same slot in April WHB had a 9.1 share versus 610 Sports 7.3.
But while Wright narrowed the gap dramatically, some have suggested the day games could have skewed the results. But out of 10 day games in April only 3 games went down during Wright’s show. Most were nights or weekends.
So let’s look at the 7 p.m. to midnight digits for men 25/54, Monday thru Sunday in April.
610 Sports garnered a 9.1 share – good for the No. 2 slot in the market – with WHB in 18th with a 2.0 share. In WHB’s winter book it garnered a 3.9 share to 610 Sports 1.7 share.
So clearly the Royals give 610 a nighttime boost
But giving 610 a day boost is another matter.
The winter book for WHB’s morning drive placed it 3rd with an 8.1 share to 610 Sports 3.8, 8th place. However for April WHB’s morning drive continued strong at 8.4 in 3rd place to 610 Sports 3.2 share in 9th place. In other words, the Royals didn’t do squat for 610’s morning show.
The bottom line: The Royals are kicking butt on 610 Sports at night, but the game is still fully afoot during the day. Except – make no mistake – Nick Wright narrowed the gap on Kietzman and WHB.