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.

Audacy to Launch 97.1 The Fan in Los Angeles KNX-FM/Los Angeles Audacy is expanding its Sports audio footprint with the launch of "97.1 The Fan" on KNX-FM, marking the first all-Sports FM station in Los Angeles. The station debuts May 11 at 6am PT ending its News simulcast with 50kW KNX-AM. The new outlet will deliver comprehensive coverage of Southern California's More

Ex-FCC Leaders Seek Court Action on News Policy Radio Television Digital News Association (RTDNA) A group of former FCC officials and broadcast journalists has asked a federal appeals court to force the Federal Communications Commission to act on a pending petition to repeal its News Distortion Policy. The coalition, which includes former FCC Chairs and Commissioners along with the Radio Television More

Audio Ads Boost Recall, Trust and Purchase Intent iHeartMedia and Omnicom Media A new study from Omnicom Media Intelligence and iHeartMedia finds that audio advertising is delivering measurable gains across the marketing funnel, with newer formats and creative approaches helping drive stronger consumer engagement and faster purchase More

Audacy: Audio Drives Deeper Sports Fan Engagement Audacy Sports Audacy's new State of Audio: Sports Fandom report finds that audio has become a central platform for engaging today's sports fans, particularly highly engaged "avid" listeners who are more likely to act on brand messaging. The study shows that as sports consumption fragments across television, streaming More

Veterans Classic Rock Adds Miller & Moulton Miller & Moulton NEWHD Radio's Veteran's Classic Rock has added syndicated morning Sports/Talk show "Miller & Moulton" to its lineup, expanding its programming with a mix of sports commentary and classic rock. The show, syndicated by Radio Customs and Jeff Weber Media, is known for combining analysis and humor. Veteran's More

WGCI Launches Tone Kapone Day with Live Event Tone Kapone iHeartMedia Chicago's WGCI 107.5 will celebrate longtime afternoon host Tone Kapone with the launch of "Tone Kapone Day," a new live event set for Friday, May 29, at the House of Blues Chicago. The inaugural celebration is designed to bring the station's on-air energy into a live setting, featuring DJs, More