Mike Francesa started the day as the big man on New York’s airwaves, but ended it by showing off his shortcomings. Something radio rival Michael Kay took note of.

“Very tough for constant and chronic losers to lose as always,” Francesa tweeted after news he held off Kay in the New York sports fall radio ratings book by a tenth of a point, “especially when they give away a ton of money and still lose. I was No. 1 in the fall book. Others make up nonsense.”

Rather than turn the other cheek, Kay responded in kind, pointing instead at the size of Francesa’s self-esteem, rather than his dwindling ratings.

“You know what’s a really cool trick?” Kay tweeted a few hours after Francesa’s unsolicited jab. “Listen closely to what a person says or tweets and you can tell that they have a really small, tiny, insignificant package of self-esteem and self-worth. You really can!”

Later, Kay tweeted an apology, but the damage had already been done and the message already sent.

“Earlier today I sent out a tweet in response to an unprovoked tweet sent out earlier by @MikeFrancesa and I want to apologize to my family, friends and fans who expect better from me,” Kay tweeted Wednesday night. “No need for me to respond in kind when those that listen to my show know that’s not me.”

He continued with a second tweet, writing, “I would also like to congratulate @MikeFrancesa on his tenth of a point victory in the three month battle. Fair and square l, Mike finished second and I was third. All good. I have no complaints in life. Can’t wait to do battle over the next 3 months.”