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.
A catalog of Donald Trump’s many Twitter insults
Nielsen: We’ll use PPMs to measure OOH TV viewing
Football overrun lifts CBS’s Sunday lineup
Programming blog: What’s canceled and renewed
Cubs clincher sets a record for Fox Sports 1
The high cost of this vitriolic election on our nation
For ESPN2, targeting a new type of sports viewer
New way to use beacons: Passing on lifestyle tips
What the AT&T-Time Warner deal means for media
Tell us, what is the future of digital radio?
It’s here: Media Life’s new sports newsletter
The broad family sitcom lives on at CBS
ABC’s ‘Shark Tank’ returns to the top on Friday
- Michael Gross becomes editor in chief at Avenue
- Scott Mayerowitz rises at the Associated Press
- Joshua Mann becomes energy reporter at the Houston Business Journal
- Michelle Iracheta joins the Yakima Herald-Republic
- Carol Burnett starring in a comedy pilot
- Vine Star King Bach joining Fox comedy pilot
- Liz Kruger and Craig Shapiro team up for CBS summer show
- Michael Stahl-David and Matt Whelan become regulars on ‘Narcos’
- Patricia Clarkson and Campbell Scott join ‘House of Cards’
- David Bunnell, founder of PC Magazine and PC World, dies at 69
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This month’s digital traffic data: August 2016
This week’s daypart ratings
This month’s new media traffic data
Search and analytics manager job in Columbus
Stamford agency needs a mass media manager
Media traffic specialist position in Stamford
Wanted: Cross channel media reporting analyst
Media research analyst opening in Stamford