Concentration in California's Local Media Markets
This study presents a descriptive evaluation of the market structure of California media markets. It first discusses how market analysis is conducted, relying primarily on the Department of Justice Merger Guidelines, and why media markets are unique. It then examines local newspaper, TV, and radio across California. It finds that every media market in California is concentrated. Every newspaper and radio market is a tight oligopoly and/or highly concentrated. Every broadcast TV market is concentrated and half of the broadcast TV markets are highly concentrated. Evidence on TV markets as a whole (broadcast and cable/satellite) indicates that most all California TV markets are concentrated, tight oligopolies, although only a few are likely to be highly concentrated.
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