I'm the Research Director for WTAE-TV in Pittsburgh, PA and WMTW/WPXT-TV in Portland, ME. To my knowledge, no one in Hearst Television uses any ESRI products. I was exposed to GIS data when I worked for UPMC Health System, which used GIS mainly to map medically underserved areas (MUAs). I've participated in a few workshops at Carnegie Mellon University, and just this year I convinced WTAE to purchase a subscription to ArcGIS Online and Business Analyst Web App. I'm using Tapestry mostly to show advertisers where/who their customers are and why geo-targeting with digital advertising makes sense.
The television industry needs to use spatial data for sales and news audience research!