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.

Maire Mason to Lead MediaCo's Local Operations Marie Mason Maire Mason is departing Spanish Broadcasting System to take on a senior leadership role with MediaCo, where she will oversee the company's local radio and television operations in New York City, Chicago, and Denver, with additional markets expected to follow. Mason will serve as Vice President and More

Edison Releases Top 50 Q4 2025 Podcast Rankings Edison Research Edison Research has released its Top 50 Podcasts in the U.S. based on reach for Q4 2025 among weekly podcast consumers ages 13 and over, using data from Edison Podcast Metrics. The top five shows remained unchanged from Q3 2025, with The Joe Rogan Experience holding the top spot, followed by Crime More

FCC Designates El Paso Radio Station Transfer for Hearing Federal Communications Commission The FCC has designated a proposed transfer of control involving three El Paso radio stations for hearing, citing substantial and material questions about unauthorized control, foreign ownership compliance, and possible misrepresentation to the agency. In a Hearing Designation Order released January 23, More

Emily Harlan Named Music Director at Bay Country 94.5 Emily Harlan Connoisseur Media has promoted Emily Harlan to Music Director at KBAY (Bay Country 94.5), effective immediately. Harlan has been with the San Jose-San Francisco Bay Area country outlet for more than three years, where she has worked on music scheduling, label relations, promotions, and on-air support. In her More

Dom Testa Exits KOOL 105 After Decades in Denver Radio Dominic Dom Testa KSE Radio announced that longtime broadcaster Dominic "Dom" Testa has departed KXKL-FM (KOOL 105) Denver, ending a tenure that included a decade with the company and more than 30 years in the broadcast industry. "We are deeply grateful for Dom Testa's contributions and the energy he brought to our More

Cumulus Shifts Topeka Radio Operations to Kansas City Cumulus Media Cumulus Media has relocated its Topeka radio staff to Kansas City as part of a consolidation of operations, while maintaining that service to the Topeka market will continue uninterrupted. The company confirmed to WIBW that it has consolidated the studios and management teams for its Kansas City and More