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.

Chase Daniels Named VP of Programming for Cleveland Chase Daniels Audacy promotes Chase Daniels to Vice President of Programming for its Cleveland market, recognizing his three years of leadership, team development, and brand growth across the cluster's four stations. In a note to staff, SVP and Market Manager Jeff Miller praised Daniels for his focus, coaching, and More

Connoisseur Media Makes Key Portland Leadership Moves Connoisseur Media Connoisseur Media has unveiled a slate of promotions and new appointments across its Portland, OR cluster. Grant McHill has been elevated to Program Director for NewsRadio 101.1 FM KXL. McHill, who has spent the past decade at the station and most recently served as News Director, said the promotion reflects More

SiriusXM Appoints Zac Coughlin as Chief Financial Officer Zac Coughlin SiriusXM Holdings appoints Zac Coughlin as its next Chief Financial Officer (CFO), effective January 1, 2026. He'll succeed Tom Barry, who is stepping down after leading the company's finance organization through a period of renewed strategic focus. Coughlin joins SiriusXM with nearly three decades of More

FCC Sets Dates for 2022 Quadrennial Review Comments Federal Communications Commission The FCC's Media Bureau has officially set the filing deadlines for public input on the Commission's 2022 Quadrennial Review of broadcast ownership rules, following publication of its Notice of Proposed Rulemaking (NPRM) in the Federal Register on November 17. Comments on the proceeding (MB Docket No. More

Hope Media Group Expands and Promotes Digital Team Hope Media Group Hope Media Group (HMG) has announced a series of promotions and new hires as part of the continued expansion of its Digital Team. Moises Vergara, who joined HMG two years ago, is elevated to Manager of Video. Rebecca Malonson, a six-year team member, has been promoted to Manager More

105.3 The Goat Host Chris Bratcher Dies Suddenly at 49 Chris Bratcher Classic Rock WPTQ-FM (105.3 The Goat) in Glasgow (Bowling Green), KY is mourning the sudden passing of longtime midday host Chris Bratcher, a beloved voice in South Central Kentucky radio for nearly three decades. Bratcher, whose career became synonymous with community-driven broadcasting, was remembered More