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.

Townsquare Media's Kelly Quinn to Depart After 25 Years Kelly Quinn Townsquare Media Chief Growth Officer Kelly Quinn will depart the company on October 30, ending a 25-year career that included senior leadership positions in sales, market operations, digital advertising and revenue development. Quinn announced his departure in a September LinkedIn post, saying the More

Eastlan Ratings Adds Kelly and Ehrman to Support Team Eastlan Ratings Eastlan Ratings has expanded its client training and support team with the addition of radio industry veterans Jay Kelly and Tommy Ehrman as the company prepares for continued market expansion into 2027. Kelly brings decades of broadcast and digital media experience to Eastlan. A More

Chris Cline Exits Reelworld as VP/AR After 18 Years Chris Cline Chris Cline has departed his position as Vice President of Affiliate Relations at Reelworld after 18 years with the radio imaging and production company. He will continue working with Reelworld in a limited consulting capacity. Cline, a radio industry veteran with more than three decades of experience, More

iHeartMedia Sets Third Quarter Earnings Call for Nov. 9 iHeartMedia iHeartMedia has announced that it will release its financial results for the third quarter ended September 30 on Monday, November 9. The company will host a conference call at 4:30pm ET following the earnings release to discuss its quarterly financial performance and business outlook. Investors and More

Fisher House Offers Free Veterans Day Radio Special Fisher House Fisher House Foundation is offering radio outlets nationwide a free three-hour Veterans Day special, "Together in Mission: The Fisher House Journey," hosted by nationally syndicated radio personality and Townhall Editor Larry O'Connor. The program, available for broadcast on Veterans More

Westwood One Study Challenges Eight AM/FM Radio Myths Cumulus Media | Westwood One A new analysis from Cumulus Media's Westwood One Audio Active Group challenges eight common advertiser perceptions about AM/FM radio, citing research that shows the medium continues to deliver substantial audience reach, advertising effectiveness and return on investment. In the latest Audio Active Group More