San Diego

The second-largest city in California, San Diego is just 30 miles from Tijuana, Mexico, which is home to a number of radio and TV signals in the market. Ethnically diverse, the market not only has a strong Hispanic population, it also has a sizeable Asian population of about 10 percent. Suffering from the mortgage crunch and failing auto market, San Diego’s economy is bolstered by the San Diego Naval Base, Qualcomm and biotechnology firms.For years, local TV news has been dominated by KFMB-TV, Midwest Television’s CBS affiliate. Midwest also owns two radio stations in the market, No. 7-ranked Talk KFMB-AM and Adult Hits KFMB-FM. Tribune’s KSWB-TV switched its network affiliation in August from The CW to Fox, the first affiliation switch in the market in 17 years. The move gave Fox a stronger in-market station, leaving Tijuana-based XETV-TV, owned by Grupo Televisa, to pick up CW programming. Immediately after, KSWB ramped up its local-news staff to produce its own morning (5 to 9 a.m.) and late (10 p.m.) news. Previously, the station aired morning news produced by Tribune’s KTLA in Los Angeles while late news (10 p.m.) had been handled by KNSD, NBC’s owned-and-operated station in San Diego. (In contrast, KNSD cut some of its local programming, including Noticias Mi San Diego, its early-morning Spanish-language newscast, Streetside San Diego, a Friday morning lifestyle show, and NBC 7/39, on weekends.)While the Smooth Jazz format is dying across the nation, it’s thriving on San Diego radio, where KIFM-FM, Lincoln Financial Media’s station, is ranked No. 2 overall. The top radio station in the market is KOGO-AM, Clear Channel’s News/Talk station, home of Roger Hedgecock, former mayor of San Diego. Hedgecock, who hosts afternoon drive and often guests hosts for Rush Limbaugh, just got his own national show via a syndication deal with Radio America. The rest of the dial is populated by no fewer than eight Hispanic stations, including Univision’s regional Mexican station, KLNV-FM, the No. 3 station in the market.Privately held La Jolla, Calif.-based Copley Press put the San Diego Union-Tribune, the second-oldest newspaper in Southern California, on the block in July. By November, Copley laid off more than half of its newsroom employees at Today’s Local News, a weekly publication that serves part of North County.Clear Channel Outdoor and CBS Outdoor both have significant local coverage, while Lamar Advertising has some bulletins. CCO also has bus and taxi advertising, while CBS has bus shelters and kiosks. JCDecaux controls airport advertising.Vital Stats:* TV DMA Rank: 28* Population 2-plus: 2,850,479* TV Households: 1,066,680* TV stations (Net/Ind/Multicast/Public): 7/11/3/2* Wired Cable Households: 852,460* Radio Metro Rank: 17* Population 12-plus: 2,515,100* Radio Stations (rated): 35* Newspapers (Daily/Weekly): 4/23The Numbers:Click here for demo dataClick here for media usage dataClick here for marketplace data

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