Philadelphia may be a commute away from New York City, but make no mistake, Philly is no N.Y.C. suburb. It’s big and diverse with a small-market feel characterized by an enormous sense of community pride.
The Philadelphia radio market is still adjusting to the industry’s first electronic ratings via Arbitron’s portable people meter, which became the currency a year ago. Radio cost per points, down 15 to 20 percent compared to the diary service, have begun to move up versus a year ago.
While ratings are generally lower under the PPM, weekly cumes are soaring. Eight stations have weekly audiences of about a million. The leader, Adult Contemporary WBEB-FM, probably the biggest indie station in the business, has a cume of more than 1.8 million, followed by CBS Radio’s News KYW-AM.
Earlier this month, the TV market got its first Spanish-language local TV newscast when Univision Communications launched Las Noticias Univision at 6 and 11 p.m. on owned-and-operated WUVP-TV. In the past few months, Fox’s WTXF added three newscasts, middays at 11 a.m., weekdays at 5 p.m. and weekends at 6 p.m. WTXF 10 p.m. news is No. 2 among all late newscasts, trying to close in on the long-time leader at 11 p.m. ABC’s WPVI, which has had the top-rated local late and early news in the market for more than 30 years.
CBS has the only TV duopoly with WPSG, the CW affiliate. CBS also has five radio stations (including the No. 2 and No. 3-rated stations) and a strong out-of-home presence concentrated in transit advertising. Clear Channel is the other multimedia owner in Philly with six radio stations and outdoor assets, including a digital outdoor billboard network of eight boards and the airport concession.
Competition is fierce among local media Web sites. Philadelphia Inquirer’s philly.com traffic is up 77 percent and recently launched a new local wine show, Philly Uncorked.
* TV DMA Rank: 4
* Population 2-plus: 7,416,668
* TV Households: 2,939,950
* TV stations (Net/Ind/Public/Local Cable): 11/6/5/2
* Cable Households: 2,735,190
* Radio Metro Rank: 7
* Population 12-plus: 4,350,000
* Radio Stations (rated): 42