Bubba returns to top spot in FM ratings

When Bubba the Love Sponge Clem first returned to local free commercial "terrestrial" radio in January, he promised two things: that he wouldn't repeat the same kind of explicit material that got him fired from the dial four years ago, and that he would eclipse top-rated rival Todd "MJ" Schnitt in short order.

Following the release of ratings from the first full measurement period since his show's Jan. 8 debut on WHPT-102.5 FM (the Bone), it seems Clem has accomplished both goals, turning employer Cox Radio into a bigger player among area rock radio stations in the process.

According to figures supplied by WHPT and confirmed by the Arbitron ratings service, Clem scored top ratings from Jan. 10 to April 2 among several age groups attractive to advertisers, including: age 12 and older, ages 18 to 34, and ages 25 to 54.

For example, from 6 a.m. to 10 a.m. among listeners age 12 and older, Clem earned a 9.5 share — the percentage of people in the market listening to radio at the time — followed by Schnitt's 8.1 share on Clear Channel-owned WFLZ-93.3 FM, Cox Radio's WDUV-105.5 FM at a 7 share and Clear Channel's WBTP-95.7 FM at a 6.6 share.

"The market just readjusted to where it was before I left," said Clem, who had the top-rated morning show on Clear Channel-owned WXTB-97.9 FM (98Rock) four years ago, when he was fired after incurring a $755,000 indecency fine from the government.

Clem's success also trickled down to afternoon drive time, 3 to 7 p.m., where WHPT's former morning man Mike "Cowhead" Calta scored top ratings among adults ages 25 to 54.

Schnitt declined to comment Monday on the ratings, hanging up his cell phone in mid conversation with a St. Petersburg Times reporter.

Clem has earned loads of media attention this year — relentlessly criticizing the decision of Mark Lunsford to sue the Citrus County Sheriff's Office over the investigation into the disappearance, rape and murder of his 9-year-old daughter Jessica. More headlines came when Schnitt sued Clem, alleging that critical comments aired on WHPT were false and defamatory.

One industry expert said the numbers may just show listeners' initial curiosity about Clem.

"The interesting thing will be to see if this continues into the next ratings book and the next," said Ken Tucker, radio editor for the trade magazine Radio and Records. "Right now, this is potentially the biggest audience he'll ever have."

Clem disagreed. "The Bone has never been a major player in this market. Now they are," he said. "I've never done this well, this fast."