The most recent measurement of L.A. radio's March YTD sales revenues shows seven of the medium's top ten advertising categories moving ahead of last year's figures with the average expenditure topping eleven percent growth!
And, in spite of a troubled year for domestic car sales, the automotive category continued to lead the way in total radio ad activity with expenditures of almost $33,000,000. TV and financial services advertisers, while paring back their investment, remained ranked in second and third place with expenditures of roughly $19 million each. The study also reveals that TV stations and networks spent close to half of their total media dollars (excluding magazine and billboard advertising) on radio. Other impressive share of media dollars spent amounted to 97% for postal & delivery services, 68% for security services, 49% for air conditioning & plumbing and 42% for entertainment. L.A. Radio's Top Ten Ad Categories
March 2007
Year-to-Date | Category | March 2007 | March 2006 | % Increase/
Decrease | | Automotive | $32,748,000 | $32,604,000 | 0.4% | | Television | 14,921,000 | 19,021,000 | -21.6% | | Financial Services | 14,522,000 | 18,793,000 | -22.7% | | Concerts/Theater/Movies | 13,741,000 | 10,773,000 | 27.6% | | Communications/Public Utilities | 13,326,000 | 11,532,000 | 15.6% | | Health Care | 10,116,000 | 8,531,000 | 18.6% | | Restaurants | 9,616,000 | 9,557,000 | 0.6% | | Professional Services | 9,540,000 | 8,271,000 | 15.3% | | Grocery/Liquor Retail | 6,585,000 | 6,722,000 | -2.0% | | Home Furnishings | 5,870,000 | 5,692,000 | 3.1% |
Source: L.A. Radio X-Ray, March 2007
Miller, Kaplan, Arase Co., LLP |
