As two of America’s top conservative radio talk show hosts duke it out over the airwaves, we advertising types watch and wait for the final round to see who will actually prevail as the PM Drive spoken word champ. 

The latest Nielson PPM from February 2014 for A25-54, indicates that Michael Savage is outdrawing Sean Hannity in the top U.S. markets.

Here are some comparative ratings in that A25-54 demo:

*Los Angeles not included, as Savage is not available in this market

Yes, these are comparative ratings, but it is important to note that these are markets where Hannity found himself on a new radio station, post migration from Westwood One to Premiere Networks.

The Westwood One perspective is that the February ratings prove that Savage is the number one, most-listened-to radio talk show host in New York City on WABC-AM. This is true when comparing numbers. However, the Premier Networks’ take on the story is somewhat different. Despite the appearance of said numbers, Savage is actually driving the inherited Hannity audience away in droves.

For example, in Dallas on WBAP-AM, as well as in New York City on WABC-AM, among A25-54, Savage lost a massive 49% of inherited Hannity listeners. Additional markets tell a similar story. Hannity’s December, 2013 ratings, (prior to radio station moves), versus Savage’s ratings on the same radio stations during February, 2014 would suggest that program directors across the nation might be jumping out of office windows:

With both camps squabbling back and forth like prize fighters in the bygone area of Ali-Frazier, the battle will be entertaining to say the least!

Each talent has their own distinct personality and has set very different tones for their shows. Hannity’s show opens with the likes of Toby Keith, red, white and blue and amber waves of grain. Savage set’s a very different tone, with hard-edged guitar and a warning announcement for adult language, content and a listener discretion advisory.  It’s easy to understand why an ardent Hannity fan would flip stations when they are bombarded with the likes of Savage. Although they both represent the heart and soul of the conservative voice; Hannity’s mono-toned, broadcast pipes up against Savage’s street-tough New York attytood collide like oil and water.

But regardless of which talker ultimately claims and keeps PM Drive bragging rights, the bigger story is that America’s top radio markets have made room for two conservative talkers to succeed on the daily drive home.  For advertisers, that means they can leverage two marquee names to attract an audience and deliver their message, regardless of whether or not they approve of their politics.

Remember, this is advertising.  You don’t have to love their politics.  Only the buying power of the listeners they attract.

Toni Anastasia is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above.Visit our website TheRadioAgency.com