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.
Friday overnights: ’20/20′ boosts ABC to win
A new venue for morning shows showdown
Why CBS picked Colbert for ‘Late Show’
Newspapers: Making up for lost ad dollars
Ex-reporter: CBS News reluctant to criticize
Discovery nixes Everest special after tragedy
ABC’s ‘Good Morning America’ remains on top
First quarter’s winners and losers
This week’s daypart ratings
ABC’s ‘Scandal’ surges to record finale
Fox wins a Wednesday littered with reruns
Philly: Auto driving big TV dollars
Defining the big issues in digital video
- Tim Pries, John Hunt and Judy Leung join Bonfire Labs
- Marco Frazier rises to SVP at AMC/Sundance Channel
- Kyle Ryan becomes online editor at Entertainment Weekly
- Nina Willdorf rises to editor at All You magazine
- Ajai Sehgal becomes chief technology officer at HootSuite
- Ricky Martin starring in Crackle special 'SuperSong'
- Coby Ryan McLaughlin joins the cast of USA's 'Graceland'
- Michelle Obama and Kellie Pickler guesting on ABC's 'Nashville'
- Former CBS and ABC news executive David Burke dies at 78
This week’s daypart ratings
This week’s cable ratings
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s younger viewer ratings
This month’s new media traffic data
Media planner/buyer opening in Des Moines
Media planner/buyer opening in Austin
Online media buyer position in Provo, Utah
Digital media planner/buyer job in Minneapolis
Senior media planner job in Dallas/Fort Worth