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Well it's better than being seventh, I guess.

I imagine Gilroy is expanding, too
Gilroy is in the "San Jose" single county market, which is a subset (part pf) the San Francisco market. Nielsen measures counties, not cities.
 
San Francisco/Oakland/ Fremont MSA
2024 estimate 2020 census
4,648,4864,749,008

San Jose/Sunnyvale/ Santa Clara MSA
2024 estimate 2020 census
1,995,4842,000,468

Combined loss in population of just under 100,000.
 
San Francisco/Oakland/ Fremont MSA
2024 estimate 2020 census
4,648,4864,749,008

San Jose/Sunnyvale/ Santa Clara MSA
2024 estimate 2020 census
1,995,4842,000,468

Combined loss in population of just under 100,000.
People with jobs here are leaving for the central valley and commuting back (or doing their jobs remotely, if possible/allowed), and those who don't have jobs here, who are retired, and who don't like the politics are heading out of the state. It's by no means a huge exodus, like numerous news articles have posited over the past 5 years (especially during the peak COVID years of 2020-2022) and the Bay Area's population is still fairly stable, but it's a large enough drop for it to register and cause some readjustments as the demographics change.

I suspect the recent drop in immigration will also have a noticeable impact over the next few years, particularly for radio, given all the foreign-language stations that exist here. In fact, I wouldn't be surprised if this is one of the primary reasons why the SF ratings market slid from 5th to 6th.

c
 
People with jobs here are leaving for the central valley, and those who don't (or people who are retired) are heading out of the state.
People have been leaving the Bay Area for the central valley for at least the last 10 years. If there was more housing being built faster to bring down the prices of existing rentals, and Prop 13 was repealed or state legislation was passed to encourage people who were moving out of state or into senior living, into selling and not just transferring their houses to their family members, maybe more people would/could stay in the Bay Area. I left because being able to buy a house was impossible.
 


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