Radio Makes Relative Gains in SoCal

Radio’s share of the media mix is on the upswing in Los Angeles, according to the Southern California Broadcasters Association.
The organization says advertisers are devoting a larger portion of their total expenditures to radio there. “Only a handful of years ago radio advertising dollars amounted to approximately 9–10% of advertising media expenditures in the area,” the SCBA stated. “Today, L.A.’s top 10 radio advertisers spend an average of 18.7% of media budgets on the medium, and television leads the way with 48%, according to a August Year-to-Date report from Miller, Kaplan, Arase Co., LLP.”