Boston: Looking softer come January
Lower demand for TV inventory after a strong finish to 2012
November 20, 2012
The Boston media market has been healthy in 2012, and stations hope that will continue into 2013.
But right now first quarter is looking like a buyer’s market.
There is plenty of TV inventory available for first quarter and pricing is down slightly, in contrast to Boston’s very busy fourth quarter.
“It should be a much less competitive market going into next year,” says Tracie Manna Chinetti, associate director of broadcast at Blitz Media in Boston. “It depends on the medium, station and program, but prices seem to be down going into first quarter.”
That means buyers can find some deals for first quarter, though the most in-demand inventory will remain tight with pricing at a premium.
“It really comes down to programming, and there are no surprises there,” Chinetti says. “A high-rated half-hour comedy has few avails and may not meet demand.”
At the moment inventory is tight in Boston, following what was a busy few months leading into the Nov. 6 elections.
Many non-political advertisers held off on buying ads until after the election, resulting in tight inventory through the end of the year.
Auto dealers continue to return to the market, the banking and telecom categories are still hot, and retail has been up and down, becoming more active as the holidays near.
Those categories are also healthy on radio, particularly auto and retail, but like TV the medium could soften after the holidays and into the new year.
This fall radio gained advertisers who wanted to avoid the glut of political ads on TV. The medium remains healthy during the latter half of fourth quarter for the holiday shopping season.
But if 2012 was strong, 2013 will simply be status quo for Boston radio.
“Unless we get a special election, we are looking at business as usual moving into 2013,” says Chinetti.
There are a number of competitive radio stations in Boston, but there is a clear leader, Clear Channel current hits station WXKS-FM.
The station led the market in October with an 8.2 portable people meter rating, according to Arbitron, well ahead of the 6.5 rating posted by the No. 2 station, adult contemporary WMJX-FM.
Sports are also big on Boston radio, with two sports stations among the top 13 in October and among the top 10 in September.
CBS Radio’s WBZ-FM was No. 8 in the market last month with a 4.6 PPM rating, while Entercom’s WEEI-FM was No. 13 with a 2.8. The latter was stronger during the spring and summer, when it had Boston Red Sox baseball game broadcasts.
Stunner: Univision axes ‘Sabado Gigante’
CBS wins for the third straight night
A la carte, kinda: Verizon’s new deal
Online video’s not getting the ad dollars
May’s most-anticipated sweeps stunts
‘Tatau,’ silliness in the South Pacific
Rachel, I’m thinking of going on my own
Weekend TV: The NBA playoffs tip off
Tell us, which bubble shows will survive?
Tops for OTT: Baltimore & Minneapolis
Veteran ‘Survivor’ finishes No. 1
Programming blog: Latest pickups and cancellations
Nat Geo Channel upfront: Five new shows
- Matt Baker becomes head of planning at JWT NY
- Kevin Amos and Dan Gbur becomes VPs at Brunner
- Mark Lopez becomes EVP and GM at Univision Digital
- Sara Morris becomes senior director of government affairs at iHeartMedia
- Meggan Crum becomes accessories director at InStyle
- Neil Versel, Thornton McEnery and Kathryn Rubino join Breaking Media
- Anand Subramanian becomes SVP of operations at Synacor
- Christina Cole joins the cast of USA's 'Suits'
- Four join the cast of AMC's upcoming adaptation 'The Night Manager'
- Dave Matthews Band performing on 'Legends on Letterman'
- NY Times reporter and editor Barbara Strauch dies at age 63
This week’s younger viewer ratings
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Agency sales opening in Mt. Pleasant, SC
Freelance senior media planner job in Seattle
Digital media planner wanted in Boston
Out-of-home specialist available for all markets
Media planner/buyer job in Raleigh