Local 2018 Radio Ad Spending in California to Hit $1.66B

RADIO ONLINE | Tuesday, June 12, 2018 | 7:56pm CT

BIA Advisory Services

Local advertising in Los Angeles will top $9.1 billion in 2018, while statewide spending is expected to exceed $18.8 billion across California's 12 media markets, according to BIA Advisory Services' local advertising forecast. Of the 16 advertising platforms tracked in the BIA's forecast, the top five choices for expenditures in California for 2018 included broadcast radio with a forecast of $1.66 billion.

"Our California ad forecast shows that key advertisers are getting more comfortable with a cross-platform advertising approach that includes significant mobile and digital along with their traditional advertising," said BIA Advisory Services chief economist and SVP Mark Fratrik.

The Los Angeles market represents 48 percent of California's local ad spending. Key vertical markets of retail, general services and financial/insurance across the state will cumulatively spend nearly $8 billion divided between traditional and digital media, with mobile advertising experiencing the highest growth of any media. BIA's forecasting shows that financial and insurance industry advertisers will increase its spend by at least 18 percent from 2018 through 2022.

Ad Spend in Top Media in California

1. Direct mail ($4.81 billion)
2. TV Over-the-Air ($2.66 billion)
3. Mobile ($2.38 billion)
4. Online ($2.21 billion)
5. Radio Over-the-Air ($1.66 billion)

BIA will present its California market intelligence at its LOCAL IMPACT Los Angeles event on Thursday, July 12 in Los Angeles.

Urban One Baltimore GM Howard Mazer to Retire Howard Mazer and Dave Willner Urban One Baltimore announced that longtime General Manager Howard Mazer (pictured right) will retire at the end of the year, concluding more than three decades of service with the company and over 40 years in the Baltimore market. Mazer began his radio career in 1981 as General Sales Manager and was More

Paul Kelly Named WMGK Philadelphia Morning Host Paul Kelly Beasley Media Group names Paul Kelly as the new morning host of Classic Rock 102.9 WMGK-FM, effective Monday, December 1 from 6-10am weekdays. A Philadelphia native, Kelly has been a familiar voice on WMGK since March 2019, serving as the station's reliable "designated hitter" for weekends, holidays, and More

Usher Media to Acquire Six NRG Stations in Central NE NRG Media A new ownership chapter is on the horizon for several Central Nebraska radio stations, as NRG Media has signed an agreement to sell six of its properties to Usher Media LLC. An application for FCC approval has been filed for the transfer of KGFW-AM, KQKY-FM, KRNY-FM, and K241CN-FX in More

CPB Boosts Mountain West News Bureau With New Funding Corporation for Public Broadcasting (CPB) The Corporation for Public Broadcasting (CPB) has committed an additional $507,000 to the Mountain West News Bureau (MWNB), extending the regional journalism partnership through June 30, 2028, and funding a new Digital Editor position to enhance its multi-platform reporting. The new More

PodcastOne Lands Clint Frazier's ''Life After the Show'' PodcastOne PodcastOne inks a multi-year deal with former New York Yankees outfielder Clint Frazier, securing distribution rights to his weekly podcast, Life After the Show. The series features Frazier's unfiltered perspective on current baseball topics, interviews with former teammates and More

Jo Lambert Elected Chair of NPR Board of Directors Jo Lambert NPR has elected Jo Lambert as Chair of its Board of Directors, effective November 20. Lambert, who joined the Board as a Public Director in 2022, previously served as Vice Chair. Shawn Turner, a Member Director since 2024, was elected to succeed her as Vice Chair. "I am honored to step into the role of More