Looking Up - A Better Picture for Los Angeles Radio in 2010

While the local unemployment levels are stalled at near-all-time highs, retailers and radio began to show signs of recovery in 2010.  Seven of the top ten radio revenue categories increased in 2010 over 2009.  The top ten increased by 10%, driving an overall radio revenue increase of over 4%. 

Category 

Revenue 

% +/- YTD 

    Auto Dlr/Dlr Grp/Manuf/Rental

 $68,032,381

 9.6%

 Financial Services

 $39,629,946

 15.9%

 Communications/Cellular/Public Utilities

 $34,543,631

 -13.4%

 TV/Networks/Cable Providers

 $33,588,181

 6.3%

 Grocery/Convenience/Liquor Stores

 $31,083,184

 6.7%

 Professional Services

 $27,505,252

 -5.1%

 Restaurants

 $25,638,590

 -10.2%

 Beverages

 $25,302,521

 0.3%

 Health Care

 $23,919,240

 20.8%

 Political

 $23,841,545

 413.1%

 TOTAL 1-10

 $333,084,471

 9.5%

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.  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. 

The Southern California 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. 

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