SCBA Issues Upbeat Quarterly Guidance Rport
March 24, 2014 at 11:53 AM (PT)
The SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION issued its latest Quarterly Market Guidance Report, a comprehensive overview of the SOCAL economy and where radio fits into it. It found several reasons for radio to be cheerful.
* According to NIELSEN AUDIO, total radio listenership for Persons 12+ continues to rise for SOCAL radio stations each week. JANUARY 2013 cume in LOS ANGELES was 10,317,400. In JANUARY 2014, total cume had risen to 10,495,500, which represented a 1.7% growth rate. The RIVERSIDE/SAN BERNARDINO total cume growth rate was 1.2%, while SAN DIEGO's cume rose 2.0%.
* According to MILLER KAPLAN ARASE, LLC, total market revenue for reporting L.A. radio stations grew by 1% in 2013 vs 2012 -- excluding 2012 political advertising, the revenue growth was 4.4%. JANUARY 2014's growth rate in L.A. radio was 1.7% on a YTD basis; the SCBA expects a Q1 growth rate of at least 2%.
* The SCBA website posted 41 job openings from member stations. These were full-time career positions in sales, programming, engineering, web development and administration. What's more the SCBA spring 2014 Radio Sales Training Classes are a complete sell-out.
* Publicly traded Radio stocks are advancing rapidly as of mid-MARCH 2014 with almost all Radio stocks up 6-8% in value. Investor confidence in the radio sector has not been this strong since 2007, which was radio’s biggest revenue year.
“The dynamic radio advertising environment for SOUTHERN CALIFORNIA really demanded its own impartial report that looks ahead into each quarter to help clients and agencies gain a full understanding of the region,” SCBA Pres. THOM CALLAHAN said. “As the nation’s #1 radio revenue market, the need for substantive radio information to help guide the market was imperative. Our SCBA goal is to offer solid market intelligence for our clients and agencies as they plan and execute their radio advertising strategies and to be an invaluable partner in their future planning and thinking."
The SCBA Quarterly Market Guidance Report for clients, advertising agencies and its radio member stations can be accessed via its website at www.scba.com.