St. Louis: March looks promising for TV

The St. Louis media economy is off to a slow start in 2013, but things are picking up for March and buyers expect the year’s spending to finish ahead of 2012.

Buyers say that while TV is down versus last year in January and February, March is pacing 6 percent ahead of last year.

“The lack of political, which was heavy in January 2012, is slowing first quarter, along with many clients placing closer to start dates,” one buyer says.

That’s changing in March, with a number of categories already boosting spending, led by retail.

“I don’t think auto has booked out to March yet, but retail and others are coming in for February and March after not having activity in January,” the buyer says.

Other active categories on TV in St. Louis include telecom, casinos, entertainment, restaurants and supermarkets.

Buyers say that primetime is the tightest daypart at the moment, with weekends and daytime the most open. On cable TV both primetime and weekends have been busy, while most networks are generally open in daytime.

Overall the TV market is healthy, and despite the available inventory, advertisers coming in late can expect to pay a premium.

“It is possible [to get on the air at the last minute], but premiums look to be 15 to 20 percent, especially for March,” says the buyer.

Radio in St. Louis is also healthy, up low-single-digit percentages versus the same time last year, although pricing varies widely depending on the station.

As is the case in most markets, morning and afternoon drive times are the most in-demand dayparts, while mid-days and nights offer the best deals.

There are many competitive radio stations in St. Louis, but the most in-demand are a pair owned by Clear Channel, contemporary hits station KSLZ-FM and country station KSD-FM, which have generated new business in recent months.

In December KSLZ was the top station in St. Louis with a 7.3 average portable people meter rating, according to Arbitron, while KSD finished No. 3 with a 6.2. CBS Radio adult contemporary station KEZK-FM finished between them at No. 2 with a 7.1 rating.

St. Louis is a strong sports market, and ratings for St. Louis Cardinals broadcaster KMOX-AM will see a boost when baseball season begins. The CBS-owned news-talk station was tied for No. 7 in December with a 5.6 PPM rating.

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