Phoenix

Before the recession, 100,000 people on average were moving into the fast-growing Phoenix market every year. Today that migration has slowed to a trickle as the area suffers through one of the nation’s highest foreclosure rates. Still, the DMA stands to heat up again when the economy rebounds thanks to vibrant tourism and sports industries.Despite the economic issues, the Phoenix TV market continues to grow, adding 53,380 TV households last year, a nearly 3 percent increase. While its Nielsen rank stayed the same at No. 12 (Phoenix is also the No. 8 Hispanic market), media execs are betting the market will pass Detroit next year.Local people meters, introduced by Nielsen in April 2008, tightened an already highly competitive TV news race. Five stations offer a full schedule of local newscasts, leaving only 10 hours a day when there is no local newscast available. KTVK, Belo’s independent station, produces 52 hours of news per week. Once dominant, the station slid under the LPM ratings. In mornings, for example, KSAZ, Fox Television’s owned-and-operated station, topped KTVK among Adults 25-54. KPNX, Gannett’s NBC affiliate, is third.In early and late news, KTVW, Univision’s O&O station, dominates the top spot in all demos. Its 5 p.m. newscast is the seventh-highest-rated early newscast in the country, regardless of language. In the 18-34 demo, KTVW’s early news audience was larger than the combined audiences of all five other local newscasts. Among the Anglo stations, tenths of a rating point separate the contenders, with KSAZ edging out KTVK, followed by KNXV (E. W. Scripps’ ABC affiliate) and a tie between KPHO (Meredith Broadcast Group’s CBS affiliate) and KPNX.Two stations offer a 9 p.m. late newscast, where there’s no contest between No. 1 KSAZ and No. 2 KTVK, which last year moved its 10 p.m. newscast to 9. At 10 p.m., KPNX is No. 1, followed by KNXV, with KPHO and KSAZ tied for third. While TV stations fight tooth and nail on-air, they collaborate on news gathering. In February, KPHO, KTVK and KPNX agreed to share a helicopter. And in April, KSAZ, KNXV and KPHO agreed to pool video on routine news events.On July 16, radio stations received the first monthly ratings from Arbitron’s portable people meter, though the ratings will not cover all the market’s stations. MIA will be estimates for Univision’s five stations, including No. 2-ranked Regional Mexican KHOT-FM. Univision has refused to sign or encode its stations, claiming that Arbitron’s sampling underrepresents Hispanics.With more than 300 days of sunshine a year, Phoenix is a great market for out-of-home, serving as the corporate headquarters for the two giant outdoor companies, Clear Channel Outdoor and CBS Outdoor. Both companies offer bulletins, posters and digital boards. CCO also offers advertising on the Phoenix Valley Metro, Taxi Media, Phoenix Sky Harbor International Airport and Westgate City Center next to the University of Phoenix Stadium, home to National Football League’s Arizona Cardinals and the annual Fiesta Bowl.KPNX owner Gannett also owns the Arizona Republic News, the state’s largest newspaper. The two outlets jointly produce www.azcentral.com, the top local news site in the market. But times are tough at Gannett. The paper’s daily circ dipped 5.7 percent in April to 425,138, per ABC. In May, Gannett folded the print edition of nearby Tucson Citizen. By July, reports spread that the company would cut another 1,000 to 2,000 jobs on top of a 10 percent workforce reduction last year. Vital Stats:* TV DMA Rank: 12* Population 2-plus: 4,892,767* TV Households: 1,855,930* TV Stations (Net/Ind/Multicast/Public): 7/23/2/2* Wired Cable Households: 1,010,840* Radio Metro Rank: 15* Population 6-plus: 3,249,200* Radio Stations (rated): 31* Newspapers (Daily/Weekly): 9/29The Numbers:Click here for demo dataClick here for media usage dataClick here for marketplace data

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Katy Bachman