Las Vegas: TV is sold out through election day
Hillary Clinton has been spending heavily, with Nevada a key swing state
October 3, 2016
Because of that, Democratic nominee Hillary Clinton is already spending heavily in Las Vegas and across the state. Republican Donald Trump is expected to follow in October.
That has resulted in a Las Vegas TV market that is essentially sold out through election day, with inflated rates across most dayparts. Television spending is up 200 percent year to year.
“Political is hitting TV hard,” says Stephanie Yamashiro, broadcast negotiator at RPA. “Political spend is anticipated to be up to approximately $125 million once Trump starts placing more money in the market, which is expected to hit in October.”
Nevada has only been in play the past two decades.
It was a reliable red state from 1968 to 1988, with Republicans winning every election. But in more recent years that has changed. Bill Clinton and Barack Obama each won Nevada twice, sandwiched around wins for George W. Bush in 2000 and 2004.
“The money the candidates have been spending has been hitting the stations in weekly increments, so some weeks they end up with $500,000 in orders, and some weeks nothing,” Yamashiro says.
Advertisers that booked time early paid rates that were up between 5 and 10 percent over last year. Those coming in late can expect much higher rates. Inflated rates will continue through the end of the year, although pricing in late November and December won’t be near pre-election levels.
Without political, TV spending in Las Vegas is down 3 percent year-to-year. Strong categories include auto, media/entertainment and consumer packaged goods.
Las Vegas radio
Meanwhile, radio in Las Vegas is also healthy and seeing a bump from political, although not quite at TV levels. Radio has seen about $1.5 million in political spending so far, putting a squeeze on inventory on news/talk stations.
Outside of political, the fast food, restaurants and healthcare categories are driving the market. Inventory is tight through election day, and advertisers coming in now will pay 10 to 50 percent more.
“Stations are saying they can take money, but rates in October will be at a premium leading up to the election,” says Yamashiro.
Buyers have a deep roster of stations to choose from in Las Vegas. Nineteen posted at least a 2.0 average quarter-hour listener share in September, according to Nielsen portable people meters.
Classic hits station KKLZ-FM is the usual leader, and it finished on top in September with a 6.7 AQH share. Adult contemporary station KSNE-FM (6.4) and classic rock KXPT-FM (6.3) were the only others to post above a 5.4 AQH share.
Media Market at a Glance
Total DMA Population (12+)
-African American Population
Median Household Income
Nielsen TV DMA Rank
40 (757,840 households)
-Hispanic TV DMA Rank
24 (164,990 households)
-African American TV DMA Rank
49 (92,280 households)
Nielsen Radio Rank
The Las Vegas Review-Journal, Las Vegas Sun
Roughly 1,534 rated static billboards and 100 digital signs in the DMA.
Major Pro Sports Teams
Las Vegas expansion NHL team (2017-18 season)
Source: Nielsen, U.S. Census Bureau
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