Strong and Thriving
By Staff -- Broadcasting & Cable, 2/22/2004 7:00:00 PM
San Diego is no sleepy mission town. Home to nearly 3 million people, the market bustles with an energetic economy anchored by agriculture, tourism, and a strong military presence.
Though the No. 26 TV market in population, it's No. 18 in revenue, according to BIA Financial Network.
"This market was amazingly sold out, even during times of recession," says Mike West, a local media buyer. "Airtime was very rare, and it was expensive."
This year's presidential and congressional races, coupled with a handful of hot local contests, should keep political dollars flowing.
Local news is competitive and plentiful during the day. CBS affiliate KFMB, ABC affil KGTV and NBC O&O KNSD all produce morning, midday and afternoon newscasts. Fox affiliate XETV carries a 21/2-hour morning news block. Independent KUSI produces a weekday news program from 5:30 to 9 a.m. and an hour show at noon.
After dark, though, local news is in shorter supply. Unlike some of its news-heavy siblings in other markets, Tribune's WB affiliate, KSWB, carries only one 30-minute news program at 10 p.m. UPN station XUPN carries no local news programming.
Nearly 28% of San Diego residents claim Hispanic origin, making this the 12th-largest Hispanic market. Entravision's KBNT (Univision) and XHAS (Telemundo) provide Spanish-language programming.
There was one recent management change of note. Derek Dalton last month joined KGTV as vice president and general manager. He had been GM at Tribune's KWGN in Denver.
Cox Communications is the dominant cable provider. Its ad sales group, Cox Media, inserts commercials on about 40 networks. Cox and KGTV are partners in News Channel 15, a 24-hour local cable service. Time Warner Cable and Adelphia also have a presence. At 84%, San Diego's cable penetration is one of the highest in the country.
The market comprises only one county, but it's a big one: San Diego County is about the size of Connecticut.
|One in five households has a cable modem, nearly twice the national average. People no doubt use the broadband connection to keep an eye on real estate values: More than 40% of homes here are valued at over $250,000.|
|Who||Share of pop.||Index*|
|Source: Scarborough Research 2003 Release 1 Multi-Market (Feb. '02-March '03)
*Index is a measurement of consumer likelihood. An index of 100 indicates that the market is on par with the average of the 75 local markets.
NM = Not large enough to be measured
**Activities engaged in past 12 months
|Below $50K HH||51%||97|
|BY THE NUMBERS**|
|Have cable modem||20%||191|
|House valued below $250k||41%||234|
|Belong to health club||21%||126|
|Own foreign car||57%||138|
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