A Media Nation reader has challenged me to back up my assertion that no one has complained to WTKK Radio (96.9 FM) about Imus’ racist language because, well, no one listens.
It’s a fair point, though proving it is not as easy as it might seem. But there is certainly some evidence that the I-Man is not as big in Boston as he used to be.
Ideally, I would look at Arbitron’s ratings for weekday mornings among listeners in the key 25- to 54-year-old demographic. Unfortunately, companies pay a lot of money for those ratings, and no one’s going to give them to me.
On the Arbitron Web site, I can get data on overall ratings for Boston radio stations among listeners 12 and older. Since these numbers are not broken down by time slot, they’re not much good. For what it’s worth, though, the station came in ninth last fall, the most recent quarter for which numbers are available. News and/or talk stations that finished ahead of WTKK were WBZ (AM 1030), WRKO (AM 680) and WEEI (AM 850). And you can be sure that public station WBUR (90.9 FM), with a news and talk line-up, finished well ahead of ‘TKK, since its morning drive-time ratings are invariably strong — something not reflected in the Arbitron rankings, which only include commercial stations.
I also searched the archives of the Globe and the Herald for the past two years. Although I could not come up with anything definitive, I did find the following from the Herald’s “Inside Track,” published in September 2005:
Ratings-wise, “Imus in the Morning” isn’t exactly a powerhouse for ‘TKK in that all-important male 25-54 age group.
In the last five ratings books — Spring 2004 to Spring 2005 — the perennially PO’d morning man weighed in after WEEI’s sports yakkers Dennis & Callahan; Howard Stern’s strippers-on-parade on WBCN; and all-news WBZ-AM. Classic rock WZLX even beat him a few books back.
Again, WBUR probably beat Imus, too.
The bottom line is that Imus is no ratings monster in Boston. Stern’s gone, of course, but it seems eminently reasonable to assume that three news and/or talk stations — WBZ, WEEI and WBUR — all do better than “Imus in the Morning.”
If anyone has more definitive numbers than this, please pass them along, and I’ll be glad to post them.