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.

Cumulus Q1 Revenue Falls 12% Amid Restructuring Cumulus Media Cumulus Media reported first quarter 2026 results showing declines in revenue and adjusted earnings as the company continues through its Chapter 11 restructuring process. Net revenue for the quarter ended March 31 totaled $164.4 million, down 12.2% from $187.3 million in the same More

NAB Pushes Back on FCC Early License Renewal Move National Association of Broadcasters (NAB) The National Association of Broadcasters (NAB) is raising concerns over a recent Federal Communications Commission (FCC) action requiring a broadcaster to seek early license renewals, warning the move could create uncertainty across the industry. In a statement, NAB President and CEO Curtis LeGeyt said More

Veteran Radio Programmer Kenny Woods to Retire Kenny Woods Veteran Pittsburgh radio programmer Kenny Woods has announced he will retire on April 30, concluding a career that has spanned nearly five decades. Woods began his radio career in 1978 with early roles at stations in Pennsylvania, including WKST-AM in New Castle, WGRP-FM in Greenville, WBCW-AM in More

Study: AM/FM Radio Dominates Chevy Driver Listening Cumulus Media | Westwood One A new analysis from Cumulus Media | Westwood One Audio Active Group highlights the continued dominance of AM/FM radio among Chevrolet drivers, based on newly released data from Edison Research's "Share of Ear" study. The report finds Chevrolet drivers spend 90% of their in-car ad-supported audio time More

Bill Lueth to Retire from Classical California SF Bill Lueth Bill Lueth, president of Classical California San Francisco, will retire at the end of June, concluding a 38-year career in radio focused on expanding the reach of classical music broadcasting. Lueth has played a key role in the growth of classical radio in California, helping transition the format into More

Beasley Broadcast Completes Debt Restructuring Deals Beasley Media Group Beasley Broadcast Group announced it has completed its debt restructuring transactions following the expiration of its exchange offers. The company repurchased $15.9 million of its 11.000% Senior Secured First Lien Notes due 2028, leaving approximately $15 million outstanding. The More