Newspaper article The Florida Times Union

Sports Talk Radio Ratings Plummet

Newspaper article The Florida Times Union

Sports Talk Radio Ratings Plummet

Article excerpt

Byline: JEFF ELLIOTT, The Times-Union

The radio ratings "book" for the fall quarter is out . . . which is probably where Jacksonville's three all-sports talk radio stations would like to toss the books -- out.

If you go by the numbers that Arbitron reported for the fall (fourth) quarter that covers Sept. 10 through Dec. 10, the overall station ratings for WFXJ (930 AM) and WZNZ (1460 AM) went up compared to third-quarter numbers. But in all but one exception, the local sports talk show numbers went down.

The third station, WNNR (970 AM) which was broadcasting at 1570 on the dial during the fall, failed to register any numbers. Arbitron does not have WNNR in its database of station information, meaning that even if someone filled out a survey (book) and sent it in, it was not recorded.

WNNR vice president and station manager Bernie Daigle expressed surprise upon hearing Arbitron's explanation, saying he thought the paperwork had been filed in September with the radio ratings service that is located on the outskirts of Baltimore. Because of the mixup, neither afternoon host Dino Costa norSports Final Wake-up Call with Dan Hicken and Jeff Prosser received any ratings for a second consecutive quarter.

In the two-station battle between WFXJ and WZNZ, WFXJ won the morning and afternoon time periods by big margins. The Lamm-at-Large Show featuring David Lamm and Joe Cowart posted a 2.5 rating during the 8-10 a.m. time slot and had a 2.6 number for the entire morning show (6-10 a.m.).

The Terry Norvelle Show on WZNZ, which had beaten Lamm/Cowart by a 2.7-2.1 advantage during the summer, plunged to a 0.3 rating during the fall. WZNZ's average for the entire 6-10 time period rose only a fraction to 0.4.

The afternoon (4-7 p.m.) ratings for both stations also dropped from the summer averages. The Show with Mike Dempsey fell from a 4. …

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