Report: Radio Makes Top 5 As Local Ad Platform

Hubbard's All News WTOP 103.5 FM Washington, DC, is the estimated top revenue-generation station during 2017, taking in $67.8 million in ad revenues as the overall industry over-the-air ad revenue stayed relatively flat, according to BIA Kelsey.

The radio industry reported a 9.7% percent increase in online revenues, compared with a slight decline in over-the-air income of 2.0 percent. This combined to cause a 0.2% drop from 2016 to end the year at $13.87 billion, which placed local radio in the fifth position ad revenue-wise. Direct mail, television, newspaper, mobile local ad platforms were first through fourth respectively.

Although still important players in their local markets, local radio stations are facing an unprecedented number of new audio entertainment and information sources, including many that are unregulated. It’s an aggressive environment that competes for audiences with local radio.

In terms of station performance, the top local radio stations from 2016 continued to be successful in 2017. The list of the top ten billers remained the same with only a few slight changes in the order although the top three remained the same – WTOP, Washington, DC; KIIS, Los Angeles, CA; and WHTZ, New York, NY.

The fact that the top billing radio stations remained the same year-over-year is a testament to the position that these radio stations have in their local markets. They provide the local news, information, and entertainment that continue to attract substantial audiences that advertisers want to reach.