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"EVERYWHERE YOU LOOK, THERE'S BUILDING," SAYS BILL SCAFFIDE, GENERal manager of Acme Communications' WB affiliate WTVK-TV, adding, "Things are exploding down here" on Florida's west coast. Dramatic population growth has fueled an economic boom whose primary beneficiary is the construction industry, with the median home price jumping 48 percent from a year ago to $293,100 in the fourth quarter, according to the National Association of Realtors. Other sectors reaping benefits include retail, automotive, service and the media.
The population of the six-county DMA soared 19.2 percent between 1999 and 2004 to 1,035,400, according to BIA Financial Network. And the accelerated growth is expected to continue, with BIA projecting a market population of 1,189,500 by 2009.
Besides benefiting from the influx of newcomers, local media can also look forward to a business boost later in the year when political money flows into southwest Florida and the rest of the state for the gubernatorial and U.S. Senate campaigns.
The area also attracts tourists, like fans coming to see spring training for Major League Baseball's Boston Red Sox and Minnesota Twins, and it has long has been a haven for retirees and snow birds. About 48 percent of the population is 55 and older, according to Scarborough Research. The demographics of the market seem to be changing, though, according to Clear Channel radio vp/market manager Sherri Carlson. "With baby boomers continuing to grow older, we have that growth and that age demographic, but we also have a tremendous amount of younger people moving here because of the lifestyle," she says.
In the last six years, the metered market has jumped 17 spots in the Nielsen Media Research TV rankings to No. 66, with 461,920 households.
TV ad revenue rose nearly 16 percent from 2003 to 2004, from an estimated $78.4 million to some $93 million, before dipping slightly to an estimated $92.1 million last year, according to BIA. Ft. Myers-Naples TV revenue is projected to increase 7.3 percent this year to an estimated $99.4 million. Indeed, the local spot market is already off to a great start, according to a report by accounting firm Miller, Kaplan, Arase that shows spot up 21.5 percent in January over the previous January.
NBC affiliate WBBH-TV, owned by Ft. Myers-based Waterman Broadcasting,...