Radio's Top Biller? WTOP Tops The List
March 29, 2011 at 8:47 AM (PT)
BIA/KELSEY's MARK FRATRIK has posted a blog on the top radio station billings of 2010, and there's a big surprise at the top.
According to the most recent estimates, BONNEVILLE News WTOP/WASHINGTON, D.C. -- in market #9 -- was the highest billing station in 2010. BIA/KELSEY estimates that the station billed over $57 million. CLEAR CHANNEL Top 40 KIIS/LOS ANGELES was second with $54 million. No other station billed over $50 million in 2010.
Of the top-10 billing radio stations, five are AM stations,and seven have either a News, Talk or Sports format. BIA/KELSEY notes, "The audiences attracted by that programming are very attractive to national and local advertisers, and thus, these stations can generate substantial revenues."
Most of the top-10 stations have long histories of generating substantial revenues as nine of the 10 were in the top 10 for 2009. The only new station breaking the top 10 was CBS RADIO Sports WFAN-A/NEW YORK, which was right out of the top 10 at 12 for 2009 and has been in the top 10 in previous years. TRIBUNE Talk WGN-A/CHICAGO slipped out of the top 10this year to eleventh, only slightly behind #10, CBS RADIO Alternative KROQ/LOS ANGELES.
View the top-10 billers here.