Philly: Quiet leading up to the convention
TV advertising spending and demand are on par with last year
July 8, 2016
The Democratic National Convention in Philadelphia is getting a huge amount of media attention.
But it’s not doing much to lift the local media economy.
With the Democratic convention less than three weeks away (July 25-28), buyers say it’s still not a factor on TV or radio.
“Several stations have special programming or sponsorships available–both radio and TV–but nothing that is affecting inventory,” says Joyclyn Faust, senior media director and broadcast manager at the Philadelphia agency Harmelin Media. “Out-of-home might be enjoying more business.”
Overall Philly TV spending and inventory demand are generally flat to last year, with room for negotiation outside of high-demand areas, such as sports. The market is active, however, and it will definitely feel the political crunch as the November elections draw near.
“Second quarter was busy, and we believe that the fall will be filled with political,” Faust says.
Indeed, the political analysis website Ballotpedia cites Pennsylvania as a battleground state in the presidential election, as well as in the race for U.S. Senate and in the state’s 8th Congressional District.
There is also a key election for state attorney general, with controversial Democratic incumbent Kathleen Kane set to vacate her seat.
Radio spending also stays steady
Meanwhile, radio spending and pricing are also generally flat year-to-year in Philadelphia, with most areas outside of morning and afternoon drive times negotiable.
Like TV, the news/talk stations will begin to feel political inventory pressure toward the end of summer and into the fall.
Philadelphia is a very competitive radio market with many stations performing well. In June seven stations posted at least a 5.0 average quarter-hour listener share, with 10 more drawing at least a 4.0 and 14 with at least a 3.0.
The usual leader is adult contemporary station WBEB-FM, which averaged a 7.4 AQH share last month.
A real sports mecca
Finally, you can’t discuss Philadelphia media without including sports. Philly is a sports-crazy town that features five professional teams across the major leagues (NFL, MLB, NBA, NHL and MLS).
“Philadelphia is passionate about sports, regardless of how our teams are doing,” says Faust.
And it’s not just limited to professional sports. Philly is home to a large number of colleges and universities, many with big-time sports programs.
The University of Villanova won the NCAA men’s basketball national championship last season, and there’s expected to be big demand come November for radio and TV coverage of its teams.
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