Orlando Radio: Strong Start To A Big Year

Credit a surge in spending by big categories such as auto

Radio spending is also pacing well ahead of last year through the first and second quarters, although pricing is down versus a year ago.

Last year the Orlando radio market was a seller’s market due to excessive demand from political advertisers leading up to the January primary, which resulted in pricing increases.

This year pricing is down to typical levels, although advertisers looking to get on the air at the last minute should expect to pay bump rates.

Financial, retail and auto advertisers have all increased radio spending versus a year ago, while telecom spending has slowed.

Eva Beckman broadcast buyer at Haworth Marketing + Media tellsmedialifemagazine.com the busiest dayparts are similar to other markets.

“Dayparts with the most pressure are drive times and midday, while weekends are most open,” she says.

There are a number of strong radio stations in Orlando, but the market was dominated by Clear Channel adult contemporary station WMGF-107.7 FM over the holidays as it switched to a Christmas music format.

During the holiday reporting period (Dec. 6-Jan. 2) WMGF averaged a 13.6 portable people meter rating, according to Arbitron, more than five points ahead of the No. 2 station non-com WPOZ-88.3 FM, which averaged an 8.5.

Stations owned by Clear Channel and Cox perform the best. In December those two companies accounted for seven of the top nine stations 6+ in Orlando.

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