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.

NAB Unveils Redesigned Spot Center for PSA's National Association of Broadcasters (NAB) The National Association of Broadcasters (NAB) has launched a redesigned Spot Center, providing local radio and television stations with an improved way to access free public service campaigns from nonprofit organizations. The updated website features a cleaner, more intuitive interface that allows More

Jen Scordo Named Midday Host at WXTU/Philadelphia Jen Scordo Veteran Philadelphia air talent Jen Scordo is named the new midday host at 92.5 WXTU-FM in Philadelphia. The appointment was announced Friday morning during The Andie Summers Show, with Scordo assuming the role immediately. A familiar voice to WXTU listeners, Scordo had been serving as the Country outlet's More

WATH/Athens Debuts ''Southern Ohio Gold'' Format WATH-AM/Athens, GA Total Media has rebranded WATH-AM (970/97.3) in Athens, OH, flipping from Sports to Oldies with the launch of "Southern Ohio Gold." The new format debuted Friday, July 10, at 3pm and is programmed by Seaboard Networks CEO Steve Clendenin. The move restores an Oldies format to the More

Brad Elliott Joins 95.1 The Wolf in Abilene Brad Elliott Veteran personality Brad Elliott has joined Community Broadcast Partners' KABW-FM (95.1 The Wolf) in Abilene, TX. Elliott is well known to Big Country listeners after spending much of his career in the market. He previously worked at crosstown at Townsquare Media Classic Hits KULL (100.7 Kool FM) along with More

FCC, iHeart Reach Deal on Payola Safeguards Federal Communications Commission The FCC has reached a consent decree with iHeartMedia resolving an investigation into the company's compliance with federal payola rules, establishing new reporting, training and disclosure requirements aimed at protecting artists from improper pressure tied to radio airplay and live event appearances. More

Nielsen: Radio Continues to Lead Weekly Reach Katz Radio Group Radio continues to deliver the broadest weekly audience of any measured media platform, reaching 87% of U.S. adults each week despite growing media fragmentation, according to Katz Radio Group's latest Sound Answers report highlighting Nielsen Audience Insights data for the first More