SCBA Quarterly Market Guidance Reports

The SCBA now examines and tracks 30 key advertising categories and industries. Our analysis includes opportunity factors for each sector as well as disruptive industry patterns that could change business models and growth assumptions. We supplement that data with both local Radio management input and selected client feedback to offer the following overview of the region’s advertisers and how it may affect advertising decisions regarding Southern California Radio and its digital platforms. We offer this overview of the Radio advertising climate for Q4 2019 by also comparing Q4 2018 activity for seasonality as well as current YTD activity. We also account for projected market Intel for Q4 2019 and current market conditions by category. Please note that each category that is not increasing Radio ad spending is experiencing industry wide disruption and/or competitive pricing that is contracting the industry tracked.

The Larger View for Broadcast Radio and Other Media

In an important step toward getting radio on the media plan for more large national marketers, Nielsen is making radio a media type available within its national cross-media planning tool. PPM and diary data are being added to Nielsen Media Impact, which is used by agencies, media owners and advertisers to get a handle on cross-media reach, frequency, and duplication when drawing up their media plans.

The Larger View for Broadcast Radio and Other Media

In an important step toward getting radio on the media plan for more large national marketers, Nielsen is making radio a media type available within its national cross-media planning tool. PPM and diary data are being added to Nielsen Media Impact, which is used by agencies, media owners and advertisers to get a handle on cross-media reach, frequency, and duplication when drawing up their media plans.

Southern California’s estimated gross domestic product will now exceed $1.6 trillion in 2019, making it the 16th largest economy in the world with Los Angeles County alone ranking 21st with a gross domestic product of $644.1 billion.The state of California is now the 6th largest economy in the world, ahead of France, and is projected to finish 2019 with a GDP of $2.9 Trillion dollars.

With this edition, the SCBA Q3 2018 Market Guidance Report has made significant content changes which reflect both the opportunity and the challenges ahead for the rest of 2018 for Southern California Radio. We are focused on the non-Radio digital space as we continue our coverage of disruptive forces affecting our key advertising categories and competitive factors impacting all media in Q3 2018 and beyond.

The SCBA Q2 2018 Market Guidance Report now includes new coverage and guidance on the competitive digital space as well as a new, in-depth analysis of critical media trends, deeper category guidance, and Radio’s continued audience growth. We continue our coverage that studies a series of disruptive forces affecting our key advertising categories as well competitive factors impacting all media in Q2 2018 and beyond.