Los Angeles: TV is in high demand
Auto, telecom and finance are spending heavily on television
September 24, 2015
The largest media markets in the U.S. are consistently active and healthy, and that’s currently the case in Los Angeles, the nation’s No. 2 market.
TV spending is up slightly year-to-year, with strong categories including auto, telecom, professional services and finance.
“The TV areas in most demand are early morning, prime access and late news,” says Linda Southern, director of local buying at Campbell Ewald.
“And going into fourth quarter primetime will be strong, especially with fewer points due to compression of ratings.”
The local TV market would be even stronger if the Los Angeles Dodgers baseball team could work out its carriage issues.
Dodgers games air locally on SportsNet LA, but the regional sports network is only available to Time Warner Cable, Charter and Bright House Networks subscribers. That leaves about 2 million pay-TV households in Southern California without the opportunity to watch their local nine take the field.
And the team is worth watching. The Dodgers are on the verge of making the postseason for a third straight season, which would be a franchise record.
“Dodger baseball continues to only be available via radio and [those three carriers], and because of this radio is in high demand,” Southern says.
If the Dodgers make the postseason, those games will air on national networks along with other playoff games, and local demand will be high.
Southern says sports are important in L.A. media, but because since the market doesn’t have a local NFL team and the Lakers are not as strong as in the past, the demand isn’t as high as it could be.
Meanwhile, radio in the Los Angeles market is also healthy, with overall spending about flat to last year.
L.A. is of course notorious for its bumper-to-bumper traffic and lengthy commutes, meaning morning and afternoon drive times are the most in demand. Middays are the next most-popular daypart, while evenings and weekends offer the most room for negotiation.
Los Angeles has a deep roster of solid stations. In August there were 21 different stations that posted at least a 2.2 average quarter-hour listener share, according to Nielsen Audio portable people meters.
There are four stations that typically compete at the top of the ratings charts, three of them owned by iHeartMedia.
The company’s hot adult contemporary station KBIG-FM was No. 1 in August with a 5.0 AQH share, while its contemporary hits station KIIS-FM was No. 2 with a 4.9, and its adult contemporary station KOST-FM was No. 4 with a 4.8.
CBS Radio’s classic hits station KRTH-FM was the only non-iHeartMedia station to finish among the top four, posting a 4.9 AQH share.
Los Angeles |
|||||
#
|
Station
|
Format
|
Jun 15
|
Jul 15
|
Aug 15
|
1
|
KBIG-FM |
Hot AC |
5.1 |
5.2 |
5.0 |
2
|
KIIS-FM |
CHR |
4.9 |
4.9 |
4.9 |
3
|
KRTH-FM |
Classic Hits |
5.2 |
5.0 |
4.9 |
4
|
KOST-FM |
AC |
5.1 |
5.5 |
4.8 |
5
|
KTWV-FM |
Urban AC |
4.2 |
3.7 |
4.1 |
6
|
KCBS-FM |
Variety Hits |
3.6 |
3.5 |
3.8 |
7
|
KSWD-FM |
Classic Rock |
3.7 |
3.8 |
3.8 |
8
|
KLVE-FM |
Spanish CHR |
3.3 |
3.4 |
3.7 |
9
|
KFI-AM |
News/Talk |
3.5 |
3.4 |
3.5 |
10
|
KAMP-FM |
CHR |
3.4 |
3.3 |
3.2 |
11
|
KLAX-FM |
Regional Mexican |
2.9 |
2.9 |
3.1 |
12
|
KPWR-FM |
Rhythmic CHR |
2.7 |
3.1 |
3.1 |
13
|
KRRL-FM |
Urban |
3.1 |
3.2 |
3.0 |
14
|
KNX-AM |
All News |
2.7 |
2.7 |
2.7 |
15
|
KROQ-FM |
Alternative |
2.7 |
2.6 |
2.6 |
Source: Nielsen Audio. Average number of persons, ages 12+, who listened during any average quarter hour from 6am to midnight, Monday through Sunday in the Metro Survey Area.
|
Tags: local ad spending, los angeles, los angeles ad spending, los angeles radio ad spending, los angeles tv ad spending, market profile
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