Orlando: Strong start to a big year

Sluggish ad spending is typical in most markets during first quarter, but that’s not the case in Orlando, where both TV and radio are seeing spending gains from a number of categories.

TV spending was up 10 to 15 percent in January, and it’s expected to be up at least 10 percent year-to-year for the remainder of the quarter.

“It is possible to get on air at the last minute, but not without paying a premium,” says Eva Beckman, broadcast buyer at Haworth Marketing + Media. “In some cases, it might even be twice the normal market cost-per-points.”

The main reason is large categories including auto, financial, telecom and furniture have all increased spending by double-digit percentages versus a year ago, putting a squeeze on inventory.

And as always in Orlando, stations are getting a good chunk of local spending from theme parks and resorts such as Disney World and Universal Studios as they reach out to visiting tourists.

The primetime and news dayparts have been the most in demand so far this year, but other dayparts will also pick up in coming months. Buyers say ad spending in Florida spikes in third quarter as the temperature rises and people spend more time indoors watching TV.

That means the market should remain healthy following a better-than-usual first quarter.

“It seems that this year is more active in first quarter than is the norm,” Beckman says. “Radio and TV stations are seeing significant increases over this time last year.”

Radio spending is also pacing well ahead of last year through the first and second quarters, although pricing is down versus a year ago.

Last year the Orlando radio market was a seller’s market due to excessive demand from political advertisers leading up to the January primary, which resulted in pricing increases.

This year pricing is down to typical levels, although advertisers looking to get on the air at the last minute should expect to pay bump rates.

Financial, retail and auto advertisers have all increased radio spending versus a year ago, while telecom spending has slowed.

Beckman says the busiest dayparts are similar to other markets.

“Dayparts with the most pressure are drive times and midday, while weekends are most open,” she says.

There are a number of strong radio stations in Orlando, but the market was dominated by Clear Channel adult contemporary station WMGF-FM over the holidays as it switched to a Christmas music format.

During the holiday reporting period (Dec. 6-Jan. 2) WMGF averaged a 13.6 portable people meter rating, according to Arbitron, more than five points ahead of the No. 2 station WPOZ-FM, which averaged an 8.5.

Stations owned by Clear Channel and Cox perform the best. In December those two companies accounted for seven of the top nine stations in Orlando.

Tags: advertisers, auto, dayparts, local ad spending, local radio ad spending, local tv ad spending, market profile, orlando market profile, orlando radio ad spending, orlando tv ad spending, people, radio, tv, WFTV, WKMG, WOFL