Market Profiles

Donald Trump held back on TV advertising in this swing-state market until recently, but overall demand is up over a year ago as other categories hike spending, including auto, banking and education

Overall TV spending in the Ohio market is down this year, but political has been huge, with record numbers likely for a Senate election and, of course, the presidential race that has been pouring money into the swing state.

TV spending and demand are on par with last year. The market is active but negotiable, and the Democrats’ arrival won’t generate appreciable gains. Come fall, however, expect a political battleground.

It’s been the top-rated U.S. market for seven of the past eight Games, and top-flight inventory on NBC is already gone. If advertisers want to get in the Olympics now, they will have to pay a premium.

Auto, hospitals and telecom lift TV spending over last year. Sports programming, including Olympics and the suddenly hot Mets, is also scoring with advertisers. 

They come across the border to Harlingen-Weslaco-Brownsville-McAllen, Texas, to visit local retailers and fast food restaurants, spending millions in a region dominated by Spanish-language TV and radio.

A bunch of top sporting events are heading to the city, from the Final Four to next year’s Super Bowl, which has advertisers excited. They will further lift an already healthy media economy.

Wisconsin is a swing state this presidential election year, meaning there will be a great deal of political spending statewide, including in its largest city, Milwaukee. That influx of cash will add to an already-healthy media market, where spending is up in many key categories. Spot TV is expected to be up 5% this year, with auto, telecom and finance driving spending.

TV and radio stations whip up excitement for Sunday’s Super Bowl with special programming and remote broadcasts. The market is healthy, with huge political spending expected.

TV and radio spending are down from last year, though December has been stronger. On TV, spending in 2015 has slipped high single-digit percentages versus last year, though the market has rebounded in recent weeks. Top TV categories include auto and wireless, and of course Steelers and Penguins games draw lots of advertisers.

It was busy to start the holiday season but since ad spending has cooled and there are deals to be had across dayparts. Conditions may tighten next year, though, if the mayoral recall happens.

Demand and pricing are up on TV, with retailers sparking gains. Though spending was flat during the first nine months of the year, it’s now on pace to beat 2014. Radio has also surged.

It’s the nation’s top market for lawyers peddling their services, and their spending has lifted an already-healthy television market; Also spending: Auto, retail and telecom in addition to political.

Low gas prices are helping provide a boost to the overall economy in Phoenix, but the market’s media economy is more mixed, with TV spending down so far in 2015 and radio spending up. Spot TV spending in Phoenix is down about 4% year-to-year, and buyers expect more of the same for the rest of the year before things pick up in 2016 with political and Olympics spending.

TV spending has been flat, but it’s suddenly ramping up in the fourth quarter with a flood of election ads. Buys are already being booked for February’s caucus.

There are deals to be made, with TV down by 9 percent, and automakers, telecom, banks and other usual top spenders pulling back. This might be short-lived, though, as the market will be healthier next year with Summer Olympics and political spending.

On TV, pricing is up low single digits versus a year ago, but conditions aren’t tight. Through the first three quarters of the year spending remains about flat to 2014. Buyers expect this to continue in fourth quarter, meaning they shouldn’t have trouble getting their clients on the air.

The market is smaller than it was pre-storm, with a bigger Hispanic population and slightly older median age. Stations are getting top dollar for Katrina programming this week.

In Minneapolis, an unexpectedly strong July has helped boost the local media economy, and that has set the tone for what looks to be a healthy second half of the year. July is typically a slow month for TV in the market, but this year spending came in at higher levels than stations projected.

With the absence of political, TV spending is down from last year, though sports and certain primetime shows still draw strong interest. “TV stations are still fighting for our money, and there’s still room for negotiation in most dayparts, especially fringes,” says Adrianne McAllister, buying strategist at the Seattle agency Media Plus.

Last week’s Major League Baseball All-Star game in Cincinnati gave a boost to what has become a hot market over recent months. After a flat start to the year, Cincinnati is healthy on TV, and buyers expect it to remain that way for the rest of 2015.

The Philadelphia media market is having a healthy year, boosted by greater-than-expected political spending in the spring. Overall TV spending is flat to up slightly versus a year ago, with cost-per-points generally flat across the board versus 2014.

The new Nebraska Furniture Mart pumps millions into the market, and other stores are advertising to stay competitive. But overall pricing slips from last year.

TV spending is flat but expected to pick up come fall, with the return of NFL football, including the hugely popular New England Patriots, and high-demand primetime programming.

The Baltimore riots in late April following the death of Freddie Gray led to the preemption of lots of local TV shows, with stations airing nonstop news coverage and resulting in many advertisers’ commercials getting bumped. The news produced record ratings, and that bump has continued. Media buyers say stations have been able to make good on the preemptions without much trouble.

New advertisers from a broad number of categories have lifted spending slightly above 2014. Political spending has already begun, and buyers expect next year to be crazy.

Auto advertising is down on both TV and radio. Political spending will flood the market later this year, with lots of statewide elections. Overall TV spending is off 4%.

Unlike some top-10 markets that had sluggish ad spending to start 2015, Washington (DMA 8), has been strong with political dollars flowing into local media. Telecom, auto and entertainment are also up to start the year, boosting spending above 2014.

With 11 pro teams in the area, advertisers are eager to get on games, which they know will be watched live. Auto and telecom are hot. TV inventory has gotten tighter.

During first quarter, TV spending in Cleveland, Ohio slipped 3% versus the same period last year. But the second quarter has been strong and inventory is already tight for most of April and May.

Spending is healthy, though demand is not high. Pricing is negotiable. Buyers target latenight to reach the city’s many shift workers. Auto ads drive this market.

Automotive advertising and popular sports teams are driving a healthy media market in St. Louis. Demand for TV inventory is up and many advertisers are coming in late, meaning those who buy early will save money before rates increase. There are a number of ad categories spending on TV, but automotive advertisers are having the greatest impact.

Miami ranks as the nation’s No. 3 Hispanic TV DMA, and advertisers’ desire to reach those Hispanics is driving a healthy media market. Spanish-language media often outrates English-language competition. Spanish-language stations are in high demand, and overall TV pricing and spending are up from last year.

Atlanta is a healthy media market that has been quiet but steady so far in first quarter 2015. TV stations and media buyers expect total spending to rise this year, even without the political spending that hit record levels last year.

NBC affiliate KPNX largely sells out inventory tied to the game, played in nearby Glendale. The market is healthy for television and radio and getting stronger as the year goes on.

The Seahawks are in it for the second straight year, and local ads for the big game are selling for more than $250,000. Every station is offering Super Bowl programming. Overall, TV pricing in the Seattle market is flat to up slightly versus last year, and most dayparts outside of daytime, late fringe and weekends are active.

Coming off a healthy 2014 fueled by Olympics and political spending, Baltimore has hit the annual January slowdown experienced by most media markets, creating plenty of opportunities for buyers and their clients. It’s too early to tell whether ad spending in 2015 will approach last year’s levels, but with advertisers coming in slowly so far this month, it’s a buyer’s market.

Holiday retail spending in Los Angeles is coming in a bit lower than it did last year, but the nation’s No. 2 TV market remains healthy and is still recovering from a political season that was busier than expected. On TV, holiday retail spending is active but down versus last year. But some stations are still very tight despite the lower retail spending, because of high demand left over from the elections.

In Dallas, holiday retail spending is coming in higher than last season, keeping the market tight following the busy political period. TV spending in Dallas this year is up, mainly from political spending, but buyers say the market would be healthy and about flat to last year even with political advertising taken out of the mix. Now, with political no longer a factor, holiday retail spending is the category driving the market.