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.

iHeartMedia Begins Programming Restructuring iHeartMedia iHeartMedia has begun a sweeping restructuring of its programming organization that includes staff reductions across dozens of markets as the company works toward an additional $50 million in annualized cost savings announced earlier this year. The restructuring follows iHeartMedia's first-quarter More

SBS Promotes Andrew Frausto to Los Angeles GSM Andrew Frausto Spanish Broadcasting System (SBS) has promoted Andrew Frausto to General Sales Manager for its Los Angeles operations, effective immediately. Frausto, who joined SBS Los Angeles in 2024 as Local Sales Manager, will now oversee all sales operations for the company's Los Angeles properties, including regional More

Mike Fabian Named Cumulus Boise Market Manager Mike Fabian Cumulus Media has appointed Mike Fabian as Vice President/Market Manager for its cluster in Boise, ID. Fabian joins Cumulus from Townsquare Media, where he has served as Chief Revenue Officer/Market President in Sierra Vista, AZ, since 2022. Prior to that role, he spent more than 12 years with Cherry Creek More

Global Study Highlights Audio's Marketing Power Radio Advertising Bureau (RAB) A new global study unveiled at the Cannes Lions International Festival of Creativity is making a strong case for audio advertising, with research showing campaigns that include audio deliver significantly stronger business and brand outcomes than those that do not. For the first time, the leading More

Kyle Youmans Named New Voice of the Ravens Kyle Youmans The Baltimore Ravens have named Kyle Youmans as the new "Voice of the Ravens," succeeding longtime play-by-play announcer Gerry Sandusky, who retired in April after 20 seasons in the role. Youmans will serve as the team's radio play-by-play announcer for in-season broadcasts and call Ravens preseason More

CRB Webinar Examines Country Music Generations CRS360 Country Radio Broadcasters (CRB) has released the latest edition of its CRS360 webinar series, offering new research into how country music fans of different generations view traditional and contemporary country music, as well as the growing number of country-pop collaborations. More