Market Profile: Pittsburgh, Pa.

A market with a strong blue-collar history, Pittsburgh today is the poster child for how a market can transform itself. Bolstered by its knowledge-based economy of medical and computer-science industries, Pittsburgh had an easier ride through the recession. There never was a housing bubble, so that market remains relatively stable. At less than 8 percent, unemployment is lower than the national average. Political advertising has already begun to fly thanks to what promises to be a lively election for the governor’s seat, Arlen Specter’s Senate seat, and all the seats in the State legislature.The local TV news race is intensely competitive, with three strong broadcasters (CBS, Cox Media, and Hearst Television) in a perennial three-way tie. Local people meters tightened up the ratings when they became the currency last July. In every daypart in adults 25-54, all three stations are close, with WTAE, Hearst’s ABC affiliate, and WPXI, Cox Media’s NBC affiliate, closing in on long-time leader KDKA, the CBS-owned outlet, and flagship of the Pittsburgh Steelers. Mornings at 6 a.m., WPXI, is No. 1, with KDKA and WTAE in a tie for second—the only time KDKA is not in first place. At 4 p.m., WTAE and WPXI are separated by one-tenth of a rating point for second place. At 5 p.m., KDKA ties with WTAE for No. 1, narrowly followed by WPXI. And at 6 p.m., it’s KDKA by a tenth of a rating, followed by WTAE. At 11 p.m., KDKA is No. 1, followed by WPXI and WTAE. WPXI also produces a late newscast for WPGH-TV, Sinclair Broadcast Group’s Fox affiliate.The radio market got its first portable people meter ratings last September, but there were no upsets of note in the ratings rankers. WDVE-FM, Clear Channel’s rock station and the Steelers’ radio home, remains the top station, but just a tenth of a rating point ahead of KDKA-AM, the nation’s first commercial radio station. CBS-owned KDKA-AM is located in the same facility with KDKA-TV, making content sharing and cross-promotion a lot easier.In mid-February, CBS Radio launched the market’s first FM sports radio station, challenging WEAE-AM, ESPN Radio’s owned-and-operated station. The new station, called 93.7 The Fan, will also enjoy the heritage call letters, KDKA-FM. In mid-April, KDKA-FM announced an editorial and marketing partnership with The Pittsburgh Post-Gazette, the leading paper in town owned by Block Communications. Although the Post-Gazette is still the leading paper, The Pittsburgh Tribune-Review, owned by Richard Scaife, is catching up. The Trib-Review surpassed the P-G in Saturday circulation, 178,304 to 175,678, in part because the P-G cut back on delivery in some outlying areas while its rival expanded, through acquisitions. Weekday circ is turning into a horse race: the Trib-Review was up 14.8 percent to 168,218 while the P-G’s circ dropped 9.5 percent to 184,233. The P-G last August became the first paper to launch a paid online Web Site. Called PG+, the members-only site offers content beyond what is provided in the main Web site and in the print edition, with interactive features and exclusive content. As part of a membership, readers get discounts at businesses and other benefits. Lamar Advertising is the dominant outdoor provider in the market with traditional signage and 20 digital billboards. The digital billboards came under controversy in the market a year ago and as a result, the city of Pittsburgh put a moratorium on the construction of any new boards. Vital Stats:TV DMA Rank: 23Population 2-plus: 2,663,615TV Households: 1,154,950TV Stations (Net/Ind/Multicast/Public): 6/11/1/3Wired Cable Households: 846,400Radio Metro Rank: 25Population 6-plus: 1,979,400Radio Stations (rated): 39Newspapers (Daily/Weekly): 11/26Demo Charts:Click here for the demo charts.Online-Only Charts:Click here for the online-only charts.

Brand Marketing

Market Profile: Pittsburgh, Pa.

Katy Bachman

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Katy Bachman