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SoCal Radio Market Growing, Callahan Says

Finds latest data to be reason for optimism


That’s how Thom Callahan describes the commercial radio revenue picture in southern California.

He’s president of the Southern California Broadcasters Association, so you might expect him to be upbeat; but he says new numbers from Miller Kaplan Arase reveal “outstanding” growth in key categories, “significant” digital revenue and “impressive” new business development in and around the huge Los Angeles radio market.

Total market revenue growth there is 1.3% through October.

“We have new revenue categories growing at exceptional rates on a YTD basis through October,” he said in an announcement. “Big YTD category growth includes: Publications up 145.4%, Lawn and Garden up 65.5%, Education up 50.9%, Transportation up 41.0%, Appliances/Electronics up 40.8%, Real Estate/Retirement up 21.2%, and Financial Services up 19.0%.”

He said SCBA members have seen their digital platform revenue go up about 26% this year over last. And he said SoCal radio sold $36.6 million in new business this year, with 540 new clients.

For comparison, U.S. commercial radio for the first three quarters of this year was flat overall, according to the most recent numbers from the Radio Advertising Bureau, and its digital component was up 15%.

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