Thursday, September 10, 2015

SCBA Issues Upbeat Q4 2015 Guidance

The Southern California Broadcasters Association has released its Quarterly Market Guidance Report for the fourth quarter of 2015.

This report is for SCBA member use as well as an ongoing service for clients, advertising agencies, and media buying services that are planning to buy Southern California Radio advertising in the fourth quarter of 2015. The report looks primarily at the upcoming quarter and provides critical insight into the regional economy, Radio trends worth noting, competitive trends worth noting, advertising category trends, as well as additional market-driven insight from our member stations’ management.

The SCBA Q4 2015 Report sees encouraging signs for Broadcast Radio:
  • Nielsen Audio states that Broadcast Radio has set a new weekly cume high with 245 million listeners to Radio. This is the largest weekly cume number for Radio ever recorded.
  • A new report from JD Power found 20% of new-vehicle owners said they never used 16 of 33 in-car tech features and nearly 33% indicated they never used in-vehicle apps.
  • ZenithOptimedia still projects $182.5 billion in advertising expenditures for 2015. Of that, Digital spending will rise by 18%, with TV down by 5%, Newspapers down by 8% and Magazines down by 1%. Radio is projected to increase by 1% with Cable up by 3%.
  • According to ad buying service Strata, their new quarterly survey of ad agency buyers reveals that Radio is the media their clients are most interested in. This is a 2 year high for the survey in terms of Radio interest. The survey also reveals an optimistic outlook for the marketplace overall in terms of advertising budgets for 2016.
  • Americans spend an average of 4 hours and 5 minutes a day consuming audio. A cross-media analysis by Edison Research finds that more than half (52.1%) of that time is spent with over the air AM/FM Radio. 20.3% is spent with owned music, another 11.6% with Internet Radio and Satellite Radio at 7.7% of the daily listening time.

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