SoCal Radio Market Growing, Callahan Says
That’s how Thom Callahan
describes the commercial radio revenue picture in southern California.
He’s president of the Southern California Broadcasters
Association, so you might expect him to be upbeat; but he says new numbers from Miller
Kaplan Arase reveal “outstanding” growth in key categories, “significant” digital
revenue and “impressive” new business development in and around the huge Los
Angeles radio market.
revenue growth there is
1.3% through October.
“We have new
revenue categories growing at exceptional rates on a YTD basis through October,” he said in an
announcement. “Big YTD category growth includes:
Publications up 145.4%, Lawn and Garden up 65.5%, Education up 50.9%, Transportation
up 41.0%, Appliances/Electronics up 40.8%, Real Estate/Retirement up 21.2%, and
Financial Services up 19.0%.”
He said SCBA members have seen their digital
platform revenue go up about 26% this year over last. And he said SoCal radio
sold $36.6 million in new business this year, with
540 new clients.
For comparison, U.S. commercial radio for the first three
quarters of this year was flat overall, according to the most recent numbers from the Radio Advertising
Bureau, and its digital component was up 15%.
Radio Sales Edge Up in Q3
Callahan: Despite Bleak Predictions, Radio Persists