Orlando ad spending has increased throughout
the first quarter but despite previous quarters experiencing sluggish markets. Both
TV and radio have seen spending gains in numerous categories this quarter.
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. 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.
Prime-time and news day-parts have the
highest demand this year, but other day-parts will also pick up in coming
months. With predictions for a strong second quarter the market should remain
healthy.
Radio spending has also been ahead year
over year throughout the first and second quarters, despite pricing being down as
compared to a year ago. Financial, retail and auto advertisers have all increased radio spending this
year.
From Dec. 6 to Jan. 2, WMGF averaged a 13.6
portable people meter rating in its holiday season, 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 companies
accounted for seven of nine top Orlando stations.
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