Big News (Again) For WTOP/DC
• For the fourth consecutive year, Hubbard Radio News-Talk monster WTOP/Washington is the highest-billing radio station in America, with its 2018 revenue rising to $69 million. The latest BIA Advisory Services report shows iHeartMedia owns five of the Top 10 billing stations, with KIIS-FM/Los Angeles in second place with $61 million, followed by Hot AC clustermate KBIG at $46 million, AC WLTW/New York in 4th place with $44 million and Top 40 WHTZ/New York in the 5th spot with $42 million. The next four slots belong to Entercom, as Sports-Talk WFAN/New York sits at No. 6 with $41.5 million in revenue, followed closely by three News outlets — WINS/New York with $40.5 million, WCBS-AM/New York at $40 million and WBBM-AM/Chicago generating $39 million. Rounding out the top ten is iHeartMedia News-Talk KFI-AM/Los Angeles with $35 million in revenue.
According to the latest BIA Advisory Services’ 2019 Investing In Radio® Market Report, first quarter Digital advertising platforms at local radio stations led revenue growth across the industry again last year. And while over-the-air (OTA) advertising remained a relatively flat $13.3 billion (down 1.6% from $13.5 in 2017), digital income rose 8.1 percent to $923 million, continuing a trend that began six years ago. Combined 2018 revenues of $14.2 billion positioned radio as the fifth most significant local advertising platform, behind direct mail, mobile, online/digital and local television.
“Although local radio stations are still important players in their markets and are managing to maintain their position in the top five advertising platforms, we do expect the OTA advertising revenue of U.S. radio stations to decrease this year by 1-2 percent and through the next few years,” said Mark Fratrik, SVP and Chief Economist, BIA Advisory Services. Fratrik forecasts that combined radio revenues will remain relatively flat for at least the next five years, while digital platforms will hit $1 billion by 2020.
