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 Study Highlights News/Talk's Marketing Power Audacy Audacy is making the case that News/Talk radio remains one of the most valuable environments for advertisers, citing new research that positions the format as radio's largest across both broadcast and streaming while highlighting high levels of audience loyalty, trust and purchasing power. According to More

LPM Names Hines Business Partnerships Director Melissa Hines Louisville Public Media (LPM) has appointed Melissa Hines as Senior Director of Business Partnerships, effective July 7. She brings more than 15 years of experience in revenue generation and marketing, having led high-performing teams across cultural organizations, venture-backed startups and Fortune 1000 More

TOGETHXR, iHeart Launch Women's Sports Podcast Everybody Watches Women's Sports TOGETHXR and iHeartMedia are teaming up to launch "Everyone Watches Women's Sports," a new weekly audio and video podcast that will debut July 9 as part of the iHeart Women's Sports lineup. Billed as a premium series celebrating the rapidly growing women's sports landscape, the podcast will feature More

Fuzion 94.5 Set to Debut on 94.5 FM in Dallas KFZN (Fuzion 94.5) Dallas-Fort Worth Encouragement Media Group (EMG) has launched Spanish Christian Fuzion Radio on 94.5 FM in Dallas-Fort Worth, bringing what the company says is the region's first full-power Spanish Christian format to one of the nation's largest Hispanic communities. The former Adult R&B outlet KZMJ More

Jeffrey Parke to Retire From KCAL, KOLA Jeffrey Parke Jeffrey Parke will retire July 24 after nearly 40 years with KCAL-FM and KOLA-FM, closing a broadcasting career that helped shape two of the Inland Empire's most successful radio outlets. Parke joined KCAL-FM on January 1, 1987, as Sales Manager and was promoted to General Manager in 1989. During his tenure, More

Lauren ''Lern'' Elwell Joins 97.1 The Drive Evenings Lauren ''Lern'' Elwell Hubbard Radio Chicago has added Lauren "Lern" Elwell to the on-air lineup at Classic Rock WDRV (97.1 The Drive), where she will host evenings. A Chicago-area native, Elwell returns to her home state with what she described as an exciting new chapter in her career. "I am beyond thrilled to be back in the More