D/FW MARKET REVENUE

[Bob E. Nelson]

Here's one for David Eduardo since he has access to such data (and this is a variant of a similar thread over on the LA forum).

1). What have been the trends for the past few years for D/FW's total market radio revenue?

2). Does the market out/under perform for its size?

3). And the inevitable...how do we fare compared to Houston?

Is there any other authoritative source where such data are [sic] available?

 

[davideduardo]

Here's one for David Eduardo since he has access to such data (and this is a variant of a similar thread over on the LA forum).

1). What have been the trends for the past few years for D/FW's total market radio revenue?

2). Does the market out/under perform for its size?

3). And the inevitable...how do we fare compared to Houston?

Is there any other authoritative source where such data are [sic] available?

There are two main sources for this kind of data... Miller Kaplan reports in each market (an outside firm receives data, and compiles market data without revealing things that need confidentiality) and BIA, which keeps a daily pudated database of market and revenue data. A third source is whatever BIA or MK data gets released... a bit like the Arbitron 12+ data.

Houston 2006 about $380 million and Dallas about $420 million. Dallas is market 5, but bills 4th. Houston is market 6, but bills 8th. Both markets are growth revenue markets over the last 6 or 7 years. Dallas was flat 05 to 06, and Houston grew about 4% 05 to 06.

 

[Bob E. Nelson]

1). What have been the trends for the past few years for D/FW's total market radio revenue?

2). Does the market out/under perform for its size?

[...] Dallas about $420 million. Dallas is market 5, but bills 4th.

So D/FW leapfrogs the San Francisco/Oakland market? If that assumption is correct, why is that?

 

[little1]

I asked that same basic question long ago and if I remember correctly it's a combination of factors. We have more signals, so more stations, more salespeople on the streets, etc...

Part of the reason we have more signals is simple geography (uh, have you notcied what the western suburbs of San Fran is? Sea lions aged 25-34 isn't a prime demographic to many advertisers), and the implications of that geography.

By that, for example, car dealers are one of (if not the biggest ) "category" advertiser. SF, with a robust public transportation system,has less car sales per capita...

And with a large apartment/condo housing market, there's less money spent by the HomeDepot/Lowe's, home builders, etc...

 

[davideduardo]

So D/FW leapfrogs the San Francisco/Oakland market? If that assumption is correct, why is that?

1. Declining population.
2. Market is geographically so large (Santa Rsoa to Campbell) only 3 to 4 stations, all AM, fully cover it... and only two at night.
3. No FM covers even half the geographical area with a usable signal.
4. Dot Com crash not fully recovered from.
5. Dallas is high growth market. People are leaving San Francisco metro, much to do with high cost of living.