Monday, June 22, 2009

Los Angeles

The top radio and TV advertising market in the nation (by revenue) may take longer to turn around than other markets. Los Angeles ranks among the worst housing markets in the country. Unemployment is high in California, with over 1 million out of work in L.A. alone. Media are looking to 2010, when healthy political spending is expected for both a Senate seat and the governor’s office.

Along with the rough and tumble ad market, radio broadcasters are coping with the transition to Arbitron’s portable people meter ratings. The PPM, which tends to favor mainstream formats, has led to several format changes in the market and some ratings shifts, particularly for ethnic stations. Univision Communications, which owns five radio stations in the market and a TV duopoly, has refused to use the PPM ratings in Los Angeles and other markets that are not Media Rating Council accredited. KLVE-FM, Univision’s former No. 1 Latin pop station, fell to No. 9 while sister station Mexican Regional KSCA-FM dropped from No. 3 to 17.

Some stations introduced more Spanish-language programming in the top Hispanic market. In January, Entravision Communications dropped its five-year-old Indie Rock simulcast on KDLD/KDLW-FM for El Gato, a contemporary Regional Mexican format, more than doubling its ratings among adults 18-34. In April, Emmis Communications, which could never get its “Movin” format on KMVN-FM to budge in the ratings, signed a seven-year local marketing agreement with Grupo Radio Centro.

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