Political Advertising Has Southern California Radio 'Looking Up'
January 28, 2011 at 4:58 AM (PT)
THE SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION says things are "looking up," as they publish "A Better Picture for LOS ANGELES Radio in 2010," to their website TODAY (1/28).
Introducing the data, the SCBA writes, "While the local unemployment levels are stalled at near-all-time highs, retailers and radio began to show signs of recovery in 2010. Seven of the top-10 radio revenue categories increased in 2010 over 2009. The top 10increased by 10%, driving an overall radio revenue increase of over 4%."
Political advertising led the way, with an incredible 413.1% increase during the election cycle.
The Top 10
Category Revenue % +/- YTD
Auto Dlr/Dlr Grp/Manuf/Rental $68,032,381 9.6%
Financial Services $39,629,946 15.9%
Communications/Cellular/Public Utilities $34,543,631 -13.4%
TV/Networks/Cable Providers $33,588,181 6.3%
Grocery/Convenience/Liquor Stores $31,083,184 6.7%
Professional Services $27,505,252 -5.1%
Restaurants $25,638,590 -10.2%
Beverages $25,302,521 0.3%
Health Care $23,919,240 20.8%
Political $23,841,545 413.1%
TOTAL 1-10 $333,084,471 9.5%
"Local economic experts are predicting that 2011 will have very slow, if any, growth, given the lack of new job development and the continuing problems with the housing market throughout SOUTHERN CALIFORNIA," continued the SCBA. "The 2011 year is also unlikely to have much political spending (unless Governor BROWN gets his JUNE special election to continue the current higher tax levels). Even so, we expect radio revenue to continue to grow throughout 2011, gaining as much as 3% over 2010 as retailers realize the power of radio to drive sales."