In
spite of a sluggish economy, fully half of the Los Angeles radio advertiser categories witnessed growth in the newly issued Miller Kaplan Arase Radio Expenditures Report. A comparison of April, 2007 advertiser investment with same month of the preceding year indicates positive growth in the top ten advertiser categories, many with dramatic increases. The most impressive growth on a dollar basis was in the "Oil & Gas" category which saw an increase of 400%, most of which was accounted for by a multi-station radio campaign mounted by Chevron USA totaling more than six hundred thousand dollars. Political Advertising was bolstered by the California Teachers Association, which increased its radio budget by 44% over April of last year, relying on radio alone to carry its messages. In the "Lawn/Garden advertiser category, Scott Lawn & Garden Products spent more than three times last years budget for the period. The Amusement/Theme Park category led by a substantial increase in Six Flags Magic Mountain's expenditures showing a sizzling 45% gain. The average increase per category of advertiser in the top ten was approximately 113%. L.A. Radio's Top Ten Ad Growth Categories | Category | April 2007 $ | April 2006 $ | Increase % | | Oil and Gas | $973,000 | $195,000 | 400.0% | Political | 946,000 | 361,000 | 162.4% | Lawn & Garden | 352,000 | 159,000 | 121.3% | Amusement/Theme Parks/Museums | 5,189,000 | 2,741,000 | 89.3% | Charitable/Non- Profit/Religious/Govt. | 5,561,000 | 3,071,000 | 81.1% | Heating/Air Conditioning/Plumbing | 1,617,000 | 906,000 | 78.4% | Personal Fitness/Weight Center | 1,469,000 | 876,000 | 67.7% | Hotel/Motel/Resorts/Tours | 4,448,000 | 2,955,000 | 50.5% | Education | 4,232,000 | 3,006,000 | 40.8% | Concerts/Theater/Movies | 16,537,000 | 13,535,000 | 22.2% |
Source: L.A. Radio X-Ray, April 2007
Miller, Kaplan, Arase Co., LLP |
