Southern California radio ad categories show 4% improvement in 2010


The SoCal 10-county region is expected to have generated just under $1 billion in radio revenue in 2010 (final numbers should be available by the end of January). The SCBA (Southern California Broadcasters Association) said that while the local unemployment levels remain 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.  Those Top 10 increased by 10%, driving an overall radio revenue increase of over 4%. Health Care, Automotive/Dealer Associations and Financial Services drove the biggest growth.

“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,” said 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.”  



% +/- YTD 

 Auto Dlr/Dlr Grp/Manuf/Rental



 Financial Services



 Communications/Cellular/Public Utilities



 TV/Networks/Cable Providers



 Grocery/Convenience/Liquor Stores



 Professional Services









 Health Care






 TOTAL 1-10