Pittsburgh: Looking like a buyer’s market

Although Pittsburgh’s overall economy is looking healthier in 2013, the media economy isn’t seeing much bounce.

Right now Pittsburgh TV is a buyer’s market, and it is expected to remain so for the foreseeable future.

The market is not seeing the big increases from automotive and retail that have lifted other cities across the country to start the year.

“First quarter was about 10 percent under last year,” says Elana Kreisel, a media manager who buys TV in the market for Pittsburgh agency MARC USA.

“It’s a good time to be a buyer. The outlook so far is that it is definitely going to be a buyer’s market.”

That said, there are a few categories that have become more active in recent weeks and given TV a small boost.

“It got off to a slow January start,” says Jamie Rudenstein, media director at Harmelin Media. “But it has picked up with increased spending in the auto, services, banking and fast food categories.”

Ad categories that have slowed spending include healthcare and telecom.

Despite the relatively soft media economy, the long-term prospects in Pittsburgh are positive. The city’s unemployment rate is typically lower than the national average, and the overall economy has stabilized after hitting bottom when the steel industry collapsed 30 years ago.

Pittsburgh is a true sports town, which is reflected in ratings for the local teams’ games.

For example, three Pittsburgh Penguins hockey games on the regional sports network Root Sports were the market’s top three TV programs during the week ended Jan. 27, according to Nielsen, beating even broadcast competition.

On radio, media people say conditions are similar to TV, although inventory can vary depending on the time of the month and whether auto advertisers are active.

Still, in most situations buyers can get clients on the air at the last minute.

Pittsburgh has a group of 11 stations that command the bulk of radio listenership. In each of the past four months those stations have all averaged at least a 3.0 portable people meter rating, according to Arbitron, while no other station managed better than a 1.7.

One of the most consistent performers is Clear Channel classic hits station WWSW-FM, which typically finishes among the top four.

Switching temporarily to a Christmas music-only format during December, the station dominated the holiday ratings reporting period with a 13.1 PPM rating. By comparison the No. 2 station during that period, Clear Channel rock station WDVE-FM (which also broadcasts Pittsburgh Steelers games), averaged a 7.8 rating.

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