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SITUATED RIGHT OFF THE GULF OF MEXICO IN SOUTHWEST FLORIDA, THE FT. MYERSNaples area has long been a favorite winter destination for northerners seeking refuge from the cold. It's also the second home to a large number of affluent part-time residents and retirees. The rush of these winter visitors and residents, called "snowbirds" by the locals, is a major economic force in the market and helps drive many ancillary industries, such as real estate, furniture and automotive. The peak season runs from Thanksgiving to Easter. As a result, the summer months tend to be the slowest time of year. The peak season, however, impacts all aspects of the market, including the local media business.
Many people also opt to move to the market permanently to retire. According to Scarborough Research, 47 percent of adults 18 plus in the Ft. Myers area are 55 years or older, and another 32 percent are between the ages of 35 and 54.
The area's hot beds of growth are southern Lee County, northern Collier County and Bonita Springs-Estero, where golf course communities are being developed along with the half-million-dollar homes sprouting up around them. U.S. 41 and Interstate 75 connect the two cities, which are located about 30 miles apart. Ft. Myers, which is slightly more inland than Naples, is located in Lee County. The separate community of Ft. Myers Beach abuts the Gulf of Mexico. Naples, which also rubs up against the gulf, is in Collier County and is considered an affluent part of the DMA.
The Ft. Myers-Naples television market is ranked No. 76 in the country, with 384,950 TV households, according to Nielsen Media Research. One of the fastest growing markets in the country, based on the results of the 2000 U.S. Census, the DMA was recently bumped up by Nielsen from No. 81 for the 2001-2002 ratings season, climbing more spots than any metered market.
Nielsen only started metering the market in May 2001. However, at the time, WTVKTV, the WB affiliate owned by Acme Television, was the only broadcast TV station to sign up for the set-top meters. Comcast Cable, the market's largest cable operator, also signed up for the service. The other broadcast outlets were then barred from using Nielsen's ratings derived from...