Mike Francesa is looking up at Michael Kay after the first three innings of the winter ratings book.

For January, Kay beat Francesa, 5.8-5.0, in the 25-54 male demographic recorded by Nielsen Audio and used by both stations to sell advertising. Kay was third overall while Francesa was sixth for the month.

The ratings measurement is a bit confusing, which has led to Francesa trying to muddy the waters and change the longtime rules to discount Kay’s show closing in on his perennial advantage.

In the last full fall ratings book, Francesa just squeaked by Kay. Francesa then complained that his margin was actually larger because FAN’s streaming is not counted in the ratings. ESPN’s also was not used during that fall book, though it is included for this month.

FAN sells different advertising for its stream, so it is not counted in the overall Nielsen.

Even if Francesa’s stream numbers were included this month, he still would have lost, 5.8-5.7, to Kay, Don La Greca and Peter Rosenberg.

If Francesa again whines that his internet numbers should be in the measurement — despite the fact his station sells different advertising for it — then ESPN would counter that total audience should be the accepted competition.

If that were the case, Kay likely would blow Francesa away, as his show is on TV on YES, while video of Francesa’s program is only available through his subscription-based app.

Francesa has not said how many people have his app, but hinted in late October he might have 800 to 1,000 subscribers. It is unknown if that was accurate or if he has gained or lost followers since then.

As of now, the accepted number that both stations use to sell radio advertising has Kay with an advantage after the first month. Even if Francesa again tries to change the rules, he is still looking up.

In the fall book, Francesa was able to hang on for a victory. Francesa won the first month and then used his lead to beat Kay, 5.9-5.8.

In January, Kay has maintained his number, while Francesa is trending down. Francesa, who “retired” in December 2017, only to come back four months later, has talked on the air about dropping the show to do the app full time, but he has not followed through on that yet.