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.

CBS News Radio to Shut Down After Nearly 100 Years CBS News Radio CBS News will shut down its long-running radio news service, CBS News Radio, on May 22, ending a nearly century-old operation as part of broader cuts within the division. The decision was announced Friday in a memo from CBS News editor-in-chief Bari Weiss and president Tom Cibrowski, who said the move More

Maryland Media One Launches Seaboard Networks Seaboard Networks Maryland Media One has launched Seaboard Networks, a new radio programming and syndication company offering 24/7 turnkey formats and syndicated content to stations across the country. The company will focus on developing and distributing both music-driven and More

Veteran Radio Voice Jock Blaney Dies Jock Blaney Frank "Jock" Blaney, a longtime radio broadcaster, producer and voice artist whose career spanned decades in Wyoming and beyond, has passed away, according to reports circulating among radio industry colleagues. Blaney began his career shortly after high school in Sheridan, WY, working at KROE before More

Radio Trust Stands Out in AI-Driven Media Era Katz Radio Group As artificial intelligence continues to reshape the media landscape, a new challenge is emerging for both consumers and advertisers: trust. According to a new post from Katz Radio Group, the rapid rise of AI-generated content -- from articles and images to voices and ad campaigns -- More

Casey Carter Named PD of WQIK Jacksonville Casey Carter iHeartMedia Jacksonville has named Casey Carter Program Director of Country 99.1 WQIK, effective immediately, while also appointing Heath West as the station's new afternoon host. In her new role, Carter will oversee all programming for WQIK, including talent development, brand strategy and coordination More

Midwest Communications to Acquire NRG WI Stations Midwest Communications Midwest Communications Inc., through its affiliate WRIG, Inc., has reached an agreement to acquire a radio group in Wisconsin from NRG Media LLC. An application for the transfer of licenses is being filed with the FCC. Terms were not disclosed. The transaction includes stations More