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.

Skyview Networks Makes Executive Leadership Changes Andrew Kalb Skyview Networks has announced a series of executive leadership changes and a key new hire as the company restructures its organization to support future growth, improve operational alignment and strengthen its strategic focus. The changes, announced by President, CEO and Chairman Steve Jones during a More

Audacy to Receive $20 Million for St. Louis Cluster Audacy Audacy will receive $20 million for the sale of its six-station St. Louis radio cluster to Hoffmann Media Group, according to an asset purchase agreement filed with the Federal Communications Commission. The filing provides the first public disclosure of the transaction's financial terms since the More

Study: AM/FM Radio Key to Reaching Dodge Drivers Cumulus Media | Westwood One Cumulus Media | Westwood One's Audio Active Group says AM/FM radio remains the dominant advertising platform for reaching both current Dodge owners and prospective buyers, according to a new analysis of Edison Research's latest "Share of Ear" data. In a new blog post, Pierre Bouvard examines listening More

Case Study Shows Magellan AI Boosts Audio Campaign ROI Magellan AI A new case study from Magellan AI highlights how performance marketing agency Direct Results used the company's measurement and verification platform to improve campaign performance, streamline workflow and increase digital audio investment for clients. Direct Results, More

Vuhaus Group Adds The SoCal Sound Los Angeles KCSN (The SoCal Sound) in Los Angeles VuHaus Group has added KCSN (The SoCal Sound) in Los Angeles as its newest affiliate, expanding the public media music network's national platform for local artist discovery and performance content. The SoCal Sound now has a dedicated page on the NPR Live Sessions website, where More

Tony B Returns to B101.5 for Afternoon Drive Tony B Hot AC WBQB-FM (B101.5) in Fredericksburg, VA, has named veteran local broadcaster Tony Bennett, aka Tony B, as its new afternoon host. He will debut from 3-7pm on Monday, July 20. Tony B succeeds longtime afternoon personality Trapper Young, who last month moved to mornings on co-owned More