Radio Makes Relative Gains in SoCal

Radio Makes Relative Gains in SoCal
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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.”