• by David Goetzl  @dgoetzl, August 2, 2010

Allstate has signed a deal to sponsor the latest attempt by a network to juice ratings by turning to radio. New York regional sports network MSG is replacing its tired morning programming with live simulcasts of a successful local AM talk show. 

Starting next month, the "Boomer & Carton" show on WFAN, a mixture of sports talk and banter, will air from 6 a.m. to 10 a.m. weekday mornings on MSG, removing replays of WNBA games and archived documentaries.

An Allstate-branded studio will serve as the backdrop to the multi-year deal with the insurance company, which involves TV and radio.

The radio show will receive encore plays in "best of" fashion at night and on weekends on MSG.

Last fall, a struggling Fox Business Network turned to simulcasts of Don Imus' radio show for help. New York's Yes Network has used WFAN programming in the afternoons for years.

ESPN2 has also simulcast "Mike & Mike in the Morning" for some time. ESPN also runs a live version of "SportsCenter" in the time block. "Boomer & Carton" may help MSG peel some viewers away from the ESPN roadblock with more local appeal.

The show features former NFL quarterback Boomer Esiason and Craig Carton, who some have referred to as a shock jock, but who can offer insightful commentary and deftly conduct interviews. Both are more than willing to read advertising and engage in a variety of promotions.

WFAN is owned by CBS Radio.