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.

Dr. Laura Program President Geoff Rich Dies Geoff Rich Geoff Rich, President of Take On The Day, LLC and a longtime leader behind The Dr. Laura Program, died suddenly Wednesday night in Los Angeles. Rich was a serial entrepreneur who co-created Radio Today and played a key role in guiding The Dr. Laura Program through Take On The Day, LLC, where he served as More

Rumba 97.7 to Air Revolution Home Games in Spanish WZRM (Rumba 97.7) Boston The New England Revolution and iHeartMedia Boston have announced a new media partnership naming WZRM (Rumba 97.7 FM) as the Spanish-language broadcast home for all 17 Revolution home games during the 2026 Major League Soccer season. The broadcasts will be available on Rumba 97.7 FM More

Erik Bradley Named Brand Manager of 98.7 The Spot Erik Bradley Audacy has appoinnted Erik Bradley Brand Manager of KSPF-FM (98.7 The Spot) in Dallas. In the role, Bradley will oversee the station's content strategy, talent, operations and branding for the classic hits outlet. Bradley will continue to hold several other positions within Audacy, including Brand Manager of More

Lotus Names Adams GM, Connell Ops Director in Seattle Andrew Adams and Jeff Connell Lotus has appointed Andrew Adams as General Manager of its Seattle cluster and Jeff Connell as Director of Operations & Brand Management. Adams will oversee the company's three Seattle stations, including KVI-AM, KNWN AM-FM, and KPLZ-FM. According to Chief Operating Officer Jim Kalmenson, More

Urban One Reports Q4 Revenue Decline, Wider Loss Urban One Urban One reported lower revenue and a wider loss in the fourth quarter of 2025, reflecting weaker advertising demand and the absence of political advertising seen in the prior year. For the three months ended December 31, 2025, the Silver Spring, MD-based media company posted net More

Podcast, Online Audio Use Hit New Highs in U.S. Edison Research at SSRS Podcast and online audio consumption in the U.S. have reached record levels, according to The Infinite Dial 2026 study released by Edison Research at SSRS with support from SiriusXM Media. The annual report, presented by Edison Research Vice President Megan Lazovick alongside Podnews editor James More