The good thing is that radio stations have ratings books--a means by which they can legitimize the advertising fees they charge. More listeners, higher fees; fewer listeners, lower fees. No advertiser would dare take the word of some salesman, who no doubt claim that every human being and farm animal from Boston to Albany is listening to Finneran (even though WRKO's morning signal reaches about, oh, the Riverside T stop). No matter: Salesmen punch up the listener metrics to an artificially high level (big surprise); the ratings book keeps them--or tries to keep them--honest.
In my view the book will show plummeting morning numbers since Finneran's arrival, and these will be explained away by WRKO's propaganda machine in words similar to these: 'We realize that a new host needs to be given time to develop a following, and we feel quite confident that our show hosted by Finneran will show marked improvement as his tenure evolves.' Blah, Blah-Blah, Blah-blah.
One factor that WRKO cannot factor in is Rush Limbaugh's podcast reach. Most people who like listening to Limbaugh have normal day jobs that prevent them from listening during his normal 12-3 slot. It's a delivery mechanism that must be tacked on to the normal terrestrial radio numbers that the Books show when trying to determine how popular some of the syndicated radio talkmasters really are.
The other delivery mechanism is streaming audio. It's a great tool when the weak morning signals are putrid (as WRKO and WEEI are before the sun peeks above the horizion, and even after). But I don't know how popular streaming audio is in the workplace, because if you use speakers you might risk the wrath of co-workers and if you use headphones you run the risk of missing your office phone if it rings (not to mention your boss who might sneak up on you from behind!).
But getting back to Finneran, I say the 'Book' shows plunging numbers that WRKO will assign some positive spin to.