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KSCA Advertiser questions out of market.

3

30james

Just wanted to know if KSCA can get advertisers from the San Bernardino market?. They are at 4.5 overall as of May 9th 2016 for the IE Market but they are Los Angeles based. They are not doing well overall in the LA Market. But the area that bleed into is WAY better. Does the FCC allow radio stations to bill out of market areas?

Opinion:
If the red contour of a radio station covers parts of an adjacent market the FCC should allow radio stations to bill out of market to that area. Just sayin.
Im learning as i go along.

Can anyone please reply?

BigA, K.M. Richards, Frank Berry your answers are appreciated.
 
The FCC? You mean the Federal Communications Commission? You must be joking. TTBOMK they have no rules regarding territorial advertising.

The FCC is mostly concerned with their own office furniture, and how much floor space the staff gets. If it's not happening in DC, they don't know.
 
At one station I worked, the owner had a poor reputation locally but was unknown is the two nearby towns of about the same size. Roughly 90% of our billing came from towns 20 miles away. It doesn't matter where those ad dollars come from geographically so long as you have enough of them to keep operating.
 
Conversely there are some stations in San Bernardino who try to position themselves as LA stations. Even though they're not.
 
30james said:
Just wanted to know if KSCA can get advertisers from the San Bernardino market?. They are at 4.5 overall as of May 9th 2016 for the IE Market but they are Los Angeles based. They are not doing well overall in the LA Market. But the area that bleed into is WAY better. Does the FCC allow radio stations to bill out of market areas?

Opinion:
If the red contour of a radio station covers parts of an adjacent market the FCC should allow radio stations to bill out of market to that area. Just sayin.
Im learning as i go along.
Click to expand...

A station can sell advertising anywhere they think there are potential clients. There is and never have been any restrictions on the geography in which a station may sell advertising.

KSCA is the #2 or #3 Spanish language station in LA in the 18-49 target that is usual in that segment of the market, and is part of a cluster that has 3 of the top 5 Spanish language stations in the market. So KSCA's market is Los Angeles.

Los Angeles is a $700 million dollar market, while the Inland Empire is a $40 million market. Rates in LA are many times higher than equivalently rated stations in the IE. A top IE station bills a bit over $8 million, while in LA it is $50 million. There are no clients in the IE that will pay IE rates when they can buy local stations much, much cheaper.

KSCA reaches about 1.3 million people in the LA market. In the IE, it reaches about 250 thousand, or only about 20% of the LA audience reach. So the station does 5 times as well in the LA market as in the IE market.

A 4.5 share in the IE is, roughly, 8,000 AQH persons. In LA, a 4.5 share is about 45,000 persons. So based on delivery, rates for equivalent share levels in the IE will be about 15% to 20% of LA rates.

So an LA station that, for example, gets $400 for spots would find that advertisers in the IE are used to paying $50 a spot. And they can use local stations at that rate without having to pay for LA coverage when all they need is the IE market area.
 
Last edited:
TheBigA said:
Conversely there are some stations in San Bernardino who try to position themselves as LA stations. Even though they're not.
Click to expand...

On example is KLYY- 97.5 which has asked Nielsen to list them as above the line in LA and below the line in the IE. They may sell in the IE, but I never hear any local San Berdoo or Riverside spots on the station.
 
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