The local media landscape, it’s no secret, is dominated by the giants of media: News Corp., NBC Universal, Disney, Univision, Tribune, Clear Channel, Cablevision and Time Warner.
With so many of the big guys operating several properties across media segments (NBC, for example, last year reorganized all of its local assets into one Local Media division), New York may be one of the premiere markets in which a local advertiser can assemble an integrated media campaign, embracing traditional and nontraditional media.
The local TV market is now into its third year as a local people meter market, but the radio industry will need to wait another nine months before making the transition to electronic measurement. Arbitron, facing similar controversy that Nielsen went through when it rolled out LPMs, late last year was forced to delay the December launch of the portable people meter radio ratings service until September.
Media companies don’t make programming changes lightly in a market where so many dollars are at stake. Still, some very significant changes promise to shake things up in the new year. In radio, Don Imus, fired by CBS Radio in April, returned to the airwaves in early December on Citadel’s WABC-AM, pushing out longtime top-rated morning show Curtis and Kuby. Urban bad boys Star and Buc Wild, fired from Clear Channel in 2006, will return in early January on independently owned Long Island station, WNYZ-FM.
For the first time, WCBS-TV’s local news in November finished in second place among adults 25-54, behind WABC-TV in local news at 5, 6 and 11 p.m. Meanwhile, WNBC’s experiment to drop its 5 p.m. local news for a half-hour at 7 p.m. didn’t pan out. This month, bowing to long-ingrained viewing habits, the station will bring it back.
* TV DMA Rank: 1
* Population 2-plus: 19,742,000
* TV Households: 7,391,940
* No. of TV stations (Net/Ind/Public/Local Cable): 11/1/5/4
* Radio Metro Rank: 1
* Population 12-plus: 15,344,600
* No. of radio stations (rated): 157