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.

House Sets Vote on AM Radio for Every Vehicle Act AM Radio for Every Vehicle Act The AM Radio for Every Vehicle Act is headed to the House floor for a standalone vote during the week of Sept. 14, marking a significant step forward for legislation that would require automakers to keep AM radio in new vehicles. House Majority Leader Steve Scalise (R-LA) has More

K-Love Promotes Carlisle, Guffey to New Roles Natalie Carlisle and Monica Guffey K-Love has announced two senior leadership promotions within its development operation, naming Natalie Carlisle (far left) as Chief Revenue Officer and Monica Guffey as Vice President of Development. Carlisle moves up from Chief Development Officer, expanding More

105.3 The Fan Named Mavericks Radio Flagship Dallas Mavericks The Dallas Mavericks have signed a multi-year agreement with Audacy naming Sports KRLD-FM (105.3 The Fan) Dallas as the NBA franchise's official flagship radio station. The new partnership will make Mavericks game broadcasts available to more than nine million listeners across North Texas, with More

Jack Daniel to Retire After 54 Years in Radio Jack Daniel Beasley Media Group says longtime Charlotte radio programmer and personality Jack Daniel will retire September 18, bringing an end to a 54-year broadcasting career that has included more than five decades on the air and in management. Daniel currently serves as PD and midday personality at AC WKQC-FM (K More

The BobbyCast Celebrates 10 Year Anniversary The Bobbycast Bobby Bones is marking the 10th anniversary of his iHeartPodcast "Bobby Bones Presents: The BobbyCast," which has produced nearly 700 episodes over the past decade. Launched as a platform for Bones to have longer, more personal conversations with people he admired, "The BobbyCast" has grown into a More

Sean Hannity Marks 25 Years in Syndication Sean Hannity Premiere Networks is marking the 25th anniversary of "The Sean Hannity Show" in national syndication this month, with the program now heard on more than 700 News/Talk stations nationwide. The show reaches 99% of the U.S. and attracts millions of listeners, according to Premiere. Its podcast edition has also More