• by Joe Mandese  @mp_joemandese, August 17, 2003

The Blackout of 2003 disrupted industry commerce in eight states covering some of the most densely populated U.S. media markets. While the exact footprint, duration and impact of the power outage on the media industry is still being assessed, upwards of 32 markets reaching 26.6 million homes and covering more than 25% of U.S. TV households experienced at least some disruption in TV and Internet service.

The markets impacted ranged from New York, the No. 1 DMA, to Zanesville, OH, the smallest of Nielsen's 202 DMAs.

Local newspaper distribution also was curtailed in major metros such as New York, Philadelphia, Boston, Detroit, Cleveland, Pittsburgh and Hartford, though daily newspaper staffs worked feverishly to produce extraordinary blackout coverage.

While TV HUTs (households using television) likely will be reflected when the week's national and local market Nielsen data finally is compiled, it was unclear what the impact will be on the tabulation and release of Nielsen data.

TV, Internet and daily newspaper distribution may have been adversely impacted, but the event likely triggered record radio usage levels in the affected markets, as car and battery operated radios tuned into local radio stations. Local Radio Shack stores in Manhattan sold out of battery operated radios and TV sets within the first couple of hours of the outage.

The impact on media industry negotiations was less clear, though was not expected to be significant. The outage did not occur until the end of the day Thursday and kept much of New York City based agencies and media companies out of commission for most of Friday. However, Friday's in August tend to be light media trading days in any case.

While power was restored relatively quickly to Manhattan's upper West Side neighborhoods, ABC's offices remained closed to the public midday Friday.

Media Markets In States Affected By Blackout Of 2003

Rank   Market                                     Households    % U.S.  
1      New York, NY                               7,301,060     6.924  
4      Philadephia, PA
2,801,010     2.656  
6      Boston, MA                                 2,315,700     2.196  
10     Detroit, MI                                1,878,670     1.782  
17     Cleveland-Akron,
OH                        1,513,130     1.435  
21     Pittsburgh, PA                             1,148,340     1.089  
28     Hartford/New Haven, CT                       953,130     0.904

32     Cincinnati, OH                               836,190     0.793  
34     Columbus, OH                                 809,940     0.768  
38     Grand Rapids/Kalamazoo/Battle Creek, MI
702,210     0.666  
46     Harrisburg/Lancaster/Lebanon/York, PA        617,830     0.586  
47     Buffalo, NY                                  616,610     0.585  
60     Dayton, OH
494,960     0.469  
68     Toledo, OH                                   418,340     0.397  
71     Rochester, NY                                400,090     0.379  
81     Syracuse, NY
363,340     0.345  
90     Burlington, VT/Plattsburgh, NY               307,670     0.292  
93     Tri-Cities, TN-VA                            303,500     0.288  
96     Johnstown/Altoona,
PA                        285,050     0.270  
98     Youngstown, OH                               275,410     0.261  
105    Springfield/Holyoke, MA                      254,020     0.241

117    Traverse City/Cadillac, MI                   233,400     0.221  
143    Erie, PA                                     155,720     0.148  
150    Wheeling, WV/Steubenville, OH
140,660     0.133  
156    Binghamton, NY                               131,360     0.125  
168    Utica, NY                                    100,930     0.096  
173    Elmira, NY
92,420     0.088  
176    Watertown, NY                                 84,900     0.081  
191    Lima, OH                                      56,740     0.054  
202    Zanesville, OH
32,150     0.030  

Source: Nielsen Media Research's local universe estimates.