98.5 dominates winter ratings

If the Boston sports radio rivalry between 98.5 The Sports Hub and WEEI were a sporting event, it might call for the Mercy Rule at this point.

The Sports Hub routed its competition in the winter Nielsen Audio ratings period from January 4 to March 27, finishing first overall and across its three daytime programs and second in the evenings in its main targeted demographic, men 25-54.

Overall, the Sports Hub had a 15.6 share in the winter period. WEEI was 10th, with a 3.6 share. During the previous ratings period in the fall, the Sports Hub had a 16.3 share, while WEEI was seventh (4.4).

Here is the winter breakdown by day parts:

■ Morning drive (6-10 a.m.): In its first ratings period “Toucher and Hardy” finished in the top spot with a 17.9 share. Cohost Rob “Hardy” Poole officially joined the show as longtime co-host Rich Shertenlieb’s replacement on Jan. 4, the first day of the period. WEEI’s “Greg Hill Show” remained the only program at the station generating strong ratings, finishing second with an 8.6.

■ Midday (10 a.m.-2 p.m.): The Sports Hub’s “Zolak and Bertrand” earned a 15.4 for share, finishing first and well ahead of WEEI’s “Gresh and Fauria” (3.5 share, eighth).

■ Afternoon drive (2-6 p.m.): “Felger and Massarotti” remained the most listened-to program on either station, finishing first with a 19.8 share. WEEI’s “Jones and Mego” was tied for 13th with a 2.3. “Jones and Mego,’’ “Gresh and Fauria,” and WEEI’s night programming all had less than a 2 share in March.

■ Evening (6-11 p.m.): The Sports Hub, which airs Bruins and some Celtics broadcasts along with Joe Murray’s program, finished second (12.8). “The Rich Keefe Show” and WEEI’s nighttime programming tied for 15th (1.8). WBGB was first at 13.3.