Pittsburgh: Wrapping up a down year
TV and radio spending are down from last year, though December's strong
December 21, 2015
In Pittsburgh, the TV and radio markets are both down versus 2014, but conditions have improved in December and the market will remain strong throughout most of next year.
On TV, spending in 2015 has slipped high single digit percentages versus last year, though the market has rebounded in recent weeks.
“This December is expected to outperform the previous year,” says Ken Lazar, broadcast negotiator at Kelly Scott Madison.
“And 2016 is forecasted to be up 5 percent, mainly fueled by political spending and the Olympics.”
The Pennsylvania primaries take place on April 19, meaning the tightest times of the year will be March through mid-April, as well as October and early November ahead of the general election.
The auto, wireless phone and healthcare categories are driving the Pittsburgh TV market resurgence, while retail has declined versus a year ago.
The primetime and late news dayparts are typically the most in demand, and sports inventory is also hot in Pittsburgh.
“The Steelers are in high demand, with stations commanding a hefty premium for in-game spots,” Lazar says.
“The NHL’s Penguins also draw significant audience to their telecasts, with Pittsburgh being among the top TV markets for the sport. When they have a deep postseason run, second quarter network prime will lose shares or see increased time-shifting.”
Even when conditions are tight in Pittsburgh, Lazar says it’s often a buyer’s market, as the stations offer deals to make sure they’re a part of advertisers’ media plans.
“Pittsburgh is among my favorite markets to buy, because stations are highly competitive with one another,” he says. “Stations will negotiate all areas to compete for overall lion’s share.”
Meanwhile, radio in Pittsburgh is shaping up similarly to TV, with spending down about 5 to 10 percent year-over-year but activity picking up in December.
Strong radio categories include the usual, such as fast food, auto and telecom. The legal services category has also been strong in recent months.
As always, the morning and afternoon drive times are the most in demand, while evenings and weekends offer buyers more room for negotiation.
A pair stations owned by iHeartMedia typically lead the radio ratings in Pittsburgh.
Rock station WDVE-FM, which also carries Steelers games, topped the market in November with a 10.9 average quarter-hour listener share, according to Nielsen Audio portable people meters, followed by classic hits station WWSW-FM with an 8.9
Those two stations have finished one-two in the market for months. WDVE was No. 1 in both October and November, while WWSW led in August and September.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency