Market Profile: Dallas/Fort Worth

Dallas didn’t sit out the recession, but the market didn’t feel the effects quite as badly. During the recession, the state gained more residents than any other state, per the Census Bureau. Unemployment remains a point or two below the national average, making Dallas a strong jobs market with businesses such as AT&T and Texas Instruments, a new convention center, and plenty of new development in the Arts District and along the river.

Home to the Dallas Cowboys, which are practically a religion, the market is looking forward to two big sports events coming to town: the NBA All-Star weekend from Feb. 10-14 and, for the first time in 2011, Super Bowl XLV, thanks to the new Cowboys Stadium in Arlington (which is the largest domed stadium in the world).

A robust media market, Dallas is already seeing political advertising heavy in advance of the Republican primary in March for what is expected to be a heated governor’s race. Dallas is the second-fastest growing TV market, up 2.2 percent in TV households. It is also the top DVR market, with 44 percent of the population owning one.

Competition among local TV news outlets is fierce and closer than ever before. For the first time, KTVT, CBS Television’s owned-and-operated outlet, edged out longtime news leader WFAA, Belo’s ABC affiliate, in late news among total viewers in November. By a hair, WFAA held onto the top spot in late news among adults 25-54. In delivery of adults 19-49, KUVN, Univision’s O&O, ranks No. 1, followed by Fox O&O KDFW.

The race is also tight at 5 p.m. Among adults 25-54, KDFW is No. 1, followed by KUVN and then WFAA. In 18-49, KUVN ranks tops, trailed by KTVT and WFAA. Hoping to step up its early performance, KTVT last week expanded its 4 p.m. news by a half hour, a strategy it abandoned a few years ago to make way for Inside Edition, which will now move to independent KTXA, its duopoly partner. At 5:30 p.m., when the other news outlets are airing their network newscasts, KDAF, Tribune’s CW affiliate, airs a local newscast.

KXAS, NBC Universal’s O&O, ranks No. 1 in mornings among adults 25-54 until 7 a.m. when KDFW takes over the top spot.

Tight competition aside, three outlets— KDFW, KXAS and KDAF—last spring formed a local news service to share video content, and KDFW and KXAS share a news chopper.

Both Sports and Spanish radio are big in Big D. The Cowboys recently got their own radio station on a digital side channel of KRLD-FM, CBS Radio’s Sports outlet. KRLD is one of four area Sports stations, of which the leader, Cumulus’s KTCK-AM “The Ticket,” ranked No. 10 overall. Since a year ago, when CBS Radio dropped its Rhythmic Adult Contemporary format on KMVK-FM for Spanish-language AC, there are now a dozen stations vying for the Spanish audience. Univision’s KLNO-FM leads the pack at No. 4 overall.

In an effort to cuts costs, The Dallas Morning News (owned by Belo) and the Fort Worth Star-Telegram (owned by McClatchy) agreed to share some sports coverage. The News will provide its beat coverage of Mavericks basketball and Stars hockey to the Star-Telegram, while the S-T shares its Rangers baseball coverage with News (Cowboys coverage is separate). The papers already share photo and arts coverage.

Besides their radio clusters, Clear Channel and CBS both have a strong presence in out-of-home. Lamar Advertising and Titan Worldwide provide transit coverage. Clear Channel also has 11 digital billboards and the advertising at Dallas Ft. Worth International Airport.

Vital Stats:

TV DMA Rank: 5
Population 2-plus: 6,786,334
TV Households: 2,544,410
TV Stations (Net/Ind/Multicast/Public): 6/15/2/2
Wired Cable Households: 1,191,510
Radio Metro Rank: 5
Population 6-plus: 5,216,100
Radio Stations (rated): 56
Newspapers (daily/weekly): 19/73

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