98.5 The Sports Hub kicks the crap out of WEEI

The 2011 spring ratings book is nothing short of a disaster for WEEI, the station that only two years ago ruled the sports-talk roost in Boston. Reports the Boston Globe’s Chad Finn on Boston.com:

…98.5 The Sports Hub, the Bruins’ flagship station since launching in August 2009…, finished first in the market among the all-important men 25-54 demographic, earning an 8.8 share… WEEI-AM was tied for sixth (5.1). With the share in the Boston market for its Providence-based FM station included, WEEI moves up to fourth (5.6).

Finn notes that 98.5 handily beats WEEI among men 25-54 during the morning drive, midday, afternoon drive and evening shows.

I don’t think the reasons why 98.5 The Sports Hub beats WEEI have changed much over the past two years. It probably didn’t help WEEI any that the spring book coincided with the Boston Bruins captivating quest for the Stanley Cup. WEEI hosts have long had a hostile or dismissive attitude towards the Bruins and callers who wanted to talk about the team were openly laughed at by hosts.

WEEI thought they were a monopoly because they were so great, but it’s turned that they appeared great because they were in effect a local-market sports-talk monopoly.

Tomorrow is probably going to be more fun for 98.5 ad salesmen than for their colleagues at WEEI.