Cincinnati | Adweek
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Cincinnati

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Split by the Ohio River, the Queen City market also includes northern Kentucky and parts of southeast Indiana. It’s home to the corporate headquarters of packaged-goods giant Procter & Gamble and grocery chain Kroger. Cincinnati also serves as home to The E.W. Scripps Co., which owns local ABC affiliate WCPO-TV.

In radio, iconic outlet WLW-AM erases any doubt that radio can still reach the masses. Known as “The Big One” in a nod to its powerful signal, the Clear Channel Radio-owned station can be heard in as many as 38 states. Also called “The Nation’s Station,” WLW is also one of the few stations that boasts an all-local lineup. For years, WLW has also served as the flagship for Reds baseball and Bengals football.

A number of radio stations recently changed hands. Clear Channel Radio in January divested Hot Adult Contemporary WNNF-FM and Classic Rock WOFX-FM to Cumulus Media. The move frees up WOFX to go head-to-head with CCR’s heritage Rock station WEBN-FM, which still holds a comfortable lead over WOFX. In November, Bonneville, which owns No. 2-ranked Country WUBE-FM, swapped frequencies at two of its four stations in the market, giving New Country outlet WYGY-FM a bigger footprint in a market that supports five Country stations.

A fiercely competitive TV market, no single station holds the top ratings spot in all news dayparts. In mornings, WXIX-TV, Raycom Media’s Fox affiliate, ranks No. 1 in a tight race.
The early news leader is WCPO by a healthy margin. Hoping to shake up early news, WXIX recently added a 6:30 local newscast to go head-to-head with the network TV newscasts. In late news, WKRC, Newport Television’s CBS affiliate, is No. 1. Generally in third or fourth place, WLWT-TV, Hearst-Argyle TV’s NBC affiliate, has the top-rated Web site, per comScore.

After Scripps stopped printing the Cincinnati Post, it migrated the paper to the Internet and launched KyPost.com to serve the northern Kentucky part of the market. The site is hosted by WCPO and its Web site, WCPO.com, which provides some content to KyPost.com. The market’s remaining print paper, Gannett’s Cincinnati Enquirer has instituted a number of cost-savings moves, including two rounds of furloughs. The paper also recently dropped its classified section on Mondays and Tuesdays, and narrowed its page size in March to reduce newsprint and ink.

Cincinnati-based, family-run Norton Outdoor Advertising is the dominant provider in the market with 1,000 displays. Norton’s inventory includes bulletins, tri-visions and posters, as well as four digital boards. Lamar Advertising also has bulletins and posters, and manages the bus shelter ad franchise.
Vital Stats:


* TV DMA Rank: 34
* Population 2-plus: 2,242,659
* TV Households: 915,570
* TV Stations (Net/Ind/Multicast/Public): 5/4/3/4
* Wired Cable Households: 530,160
* Radio Metro Rank: 28
* Population 12-plus: 1,773,000
* Radio Stations (rated): 29
* Newspapers (Daily/Weekly): 5/13

The Numbers:

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