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.

Rick Thomas Joins Malama Media as Programming SVP Rick Thomas Malama Media Group has named veteran radio programmer Rick Thomas as Senior Vice President of Programming, overseeing the company's Hawaii radio cluster and helping shape programming strategies for future acquisitions. He officially joined the company on August 25. Thomas returns to Hawaii after a career More

Dolly Parton Dies at 80 After Brief Cancer Battle Dolly Parton Country music legend Dolly Parton, whose songs, unmistakable voice and larger-than-life personality made her one of the most beloved entertainers of her generation, died Tuesday, August 25, in Nashville following a brief battle with cancer. She was 80. Parton's representatives confirmed that she died at More

Audacy: Hometown Voices Drive Sports Audio Growth Audacy Insights Sports fans have more ways than ever to follow their favorite teams, but Audacy says the growing accessibility of local radio play-by-play is giving the traditional "hometown voice" a renewed role in how audiences experience live sports. In a new Audacy Insights report, the company points to changing More

Beasley Regains Compliance with Nasdaq Listing Rule Beasley Broadcast Group Beasley Broadcast Group has regained compliance with Nasdaq's minimum stockholders' equity requirement, resolving a listing issue disclosed earlier this year. In an SEC Form 8-K filing, Beasley said it received written notice from the Nasdaq Listing Qualifications Department on August 19 confirming that More

Karen Munoz Joins Rumba 106.1 for Afternoon Drive Karen Munoz iHeartMedia Philadelphia has named veteran Spanish-language radio personality Karen Munoz as afternoon co-host on WISX-FM (Rumba 106.1), joining Jonathan Tineo, also known as Deejay Jonathan. She begins Monday, August 31. In addition to afternoons, Munoz will host a Saturday show from 2-5pm. She will report More

MaxxKonnect Launches StationGuard Monitoring Suite MaxxKonnect MaxxKonnect has launched StationGuard, a modular software suite designed to monitor broadcast program audio, online streams and over-the-air signals and alert station personnel when problems occur. StationGuard is the first product released under the company's MonitorMaxx banner. More