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.

Nielsen: AM/FM Radio Drives Vehicle Buying Decisions Nielsen A new Nielsen study suggests removing AM/FM radio from new vehicles could have a significant impact on consumer purchasing decisions, with many buyers saying they would reject vehicles that lack the feature. The report, "Tuned In: Why Removing AM/FM Radio Is a Multi-Billion Dollar More

Connoisseur Names Flatley Long Island Sales Director Chris Flatley Connoisseur Media has named Chris Flatley Director of Sales for its Long Island operations, effective July 13. Flatley will oversee revenue strategy and sales operations for the company's Long Island portfolio, including WALK (WALK 97.5), WKJY (KJOY 98.3), WWSK (94.3 The Shark), WWWF (103.1 The Wolf) WHLI More

CMG Appoints Phil Becker to New Growth Role Phil Becker Cox Media Group (CMG) has named Phil Becker Vice President, Audience & Content Growth for its radio division, a newly created executive position focused on expanding audiences across broadcast and digital platforms. Becker will join CMG Radio on July 20 and will oversee audience growth strategies More

Broadcasters Push Congress on AM Radio Bill Broadcasters Push Congress on AM Radio Bill Broadcasters from 31 states gathered on Capitol Hill Tuesday to urge Congress to pass the AM Radio for Every Vehicle Act, arguing that preserving AM radio in new vehicles is essential for public safety and emergency communications. Joining the broadcasters were representatives from More

MBC Launches 2026 Front Row Charity Auction Front Row Experiences Charity Auction The Museum of Broadcast Communications (MBC) has launched its 2026 Front Row Experiences Charity Auction, offering fans the chance to bid on more than 50 exclusive experiences with broadcasters, entertainers, athletes and media personalities while raising funds to support More

NRG Media Closes on Sale of Omaha Stations NRG Media Usher Media has completed its acquisition of five radio stations serving the Omaha-Council Bluffs market from NRG Media, finalizing a transaction first announced in February. The deal includes KOIL-AM (1290) in Omaha, KOPW-FM (106.9) in Plattsmouth, KOZN-AM (1620) and KZOT-AM (1180) More