West Palm Beach, Fla.

Geographically, West Palm Beach’s TV and radio markets differ significantly. Much larger than the radio market, the TV market runs north to include Fort Pierce and Vero Beach.

Over-indexing affluent consumers give the market’s media outlets a good selling proposition, although like other Florida markets, West Palm is contending with the real estate fallout, which trickles down to other retailers.

The TV market may be ranked No. 38, but it behaves like a top 20 market when it comes to competition among the local stations. Scripps’ NBC affiliate WPTV, which shares a news bureau with sibling Treasure Coast Newspapers’ The Stuart News, is the top-rated station in Florida and the longtime local news leader. Though still a dominant force in early news, WPTV’s lead is shrinking in late news, where WPBF-TV, Hearst-Argyle TV’s ABC affiliate, for the first time in November grabbed the top spot in late news (11 p.m.) among the critical adult 25-54 demo. WPEC-TV, Freedom Broadcasting’s CBS affiliate, is also competitive, broadcasting the market’s only 7 p.m. newscast. WPEC also produces two newscasts for WFLX, Raycom Media’s Fox affiliate, mornings (7 to 9 a.m.) and a 10 p.m. newscast added in August. Both stations also share news content. Challenging WFLX at 10 p.m. is CW affiliate WTVX, which airs a newscast produced in Salt Lake City by owner Four Points Media Group.

Local radio outlets compete with Miami stations—while 20 stations call the market home, 30 from Miami pull about 25 percent of the listening, per Arbitron. For example, the top-rated Hispanic station is Univision’s Miami-based Latin pop WAMR-FM. CBS Radio has four of the top-five rated stations, while Clear Channel’s Classic Hits WOLL-FM breaks up CBS’ hegemony at No. 2.

Cox Enterprises’ The Palm Beach Post has nearly double the circulation of Tribune’s South Florida Sun-Sentinel in nearby Ft. Lauderdale (144,722 versus 74,394), but both papers are hurting. In October, the Sun-Sentinel agreed to print and handle delivery of several area Cox papers, including The PBP, the Palm Beach Daily News and La Palma. As a result, Palm Beach Newspapers cut 300 positions, on top of the 300 cuts it made in June. The Sun-Sentinel, which has also slashed jobs, shut down a bureau in Delray Beach. Both papers are looking to partner in other ways.

All three of the nation’s largest outdoor companies have a presence in the market, but Clear Channel Outdoor offers the broadest inventory choices, from billboards to mall advertising. Its Interspace Airport division handles advertising for the Palm Beach International Airport. Lamar Advertising has bus and transit advertising, while CBS Outdoor has billboard coverage.

Vital Stats:

* TV DMA Rank: 38
* Population 2-plus: 1,825,439
* TV Households: 779,430
* TV Stations (Net/Ind/Multicast/Public): 7/7/3/3
* Wired Cable Households: 539,020
* Radio Metro Rank: 47
* Population 12-plus: 1,117,800
* Radio Stations (rated): 37
* Newspapers (Daily/Weekly): 5/4

The Numbers:

Click here for demo data

Click here for media usage data

Click here for marketplace data