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Advertise In Wilmington: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 1:40:43 PM / by Larry Julius

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Despite an abundance of media options, Wilmington, Delaware radio reaches the most consumers every week. 

According to Nielsen, every week 501,249 adults tune in to their favorite Wilmington stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Wilmington radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 24.9% of all consumers who listen to a Wilmington radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 11.3% of a station's total audience is listening on a device other than a traditional receiver.

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Topics Streaming Audio, Online Advertising, radio advertising, digital advertising, internet, streaming media, internet advertising, am/fm radio, online radio advertising, online radio

Smart Speaker Usage in Wilmington: A Conversation With Alexa

Jun 23, 2022 3:07:07 PM / by Larry Julius

Me: Alexa, how many consumers In Wilmington, Delaware have access to a smart speaker?

Alexa: According to a recent Nielsen study, 198,215 Wilmington adults own a smart speaker. This is 34.4% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Wilmington consumers likely to own?

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Topics smart speakers, siri, best way to advertise in wilmington, amazon echo, google home, google, alexa, amazon, apple, advertising in wilmington

Advertising In Wilmington: Where Have The TV Viewers Gone?

Jun 14, 2022 11:24:49 AM / by Larry Julius

During the past seven days. according to Nielsen, only 69.5% of local consumers tuned in to Wilmington, Delaware area television stations like WDPN, WPPX, KYW, WCAU, and WHYY.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Wilmington radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.

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Topics Small Business Advertising, Best Way To Advertise, television advertising, small business owner, small business, pay-TV, direcTV, cable television, television, small business marketing, satellite television, cable tv, ott, ctv, SVOD, wilmington small business owners, best way to advertise in wilmington, local television, streaming TV

Advertising On Wilmington Radio Still #1 Way to Reach Consumers

Jun 8, 2022 4:11:50 PM / by Larry Julius

Every week, according to new Nielsen data, 501,249 adults tune in to a Wilmington, Delaware area radio station. This is more consumers than use social media, access local cable, watch broadcast TV, stream video channels, listen to streaming audio, read a newspaper, or download a podcast.

Based on per capita estimates from the National Retail Federation (NRF), Wilmington consumers are expected to spend between $11.1 and $11.3 billion at retail in 2022, a six to eight percent growth over the previous year. Utilizing radio's enormous advertising reach, local business owners can compel shoppers to spend this large pool of cash in their stores and on their websites.

The number of consumers reached is critical to the success of an advertising campaign.

According to a Nielsen study, after the actual content of the commercial message itself, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or even context. Wilmington radio provides local business owners with the most significant reach among consumers.

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Topics Small Business Advertising, Best Way To Advertise, roi, return on investment, retail, small business owner, small business, Retail Sales, retailer, retail stores, in-car audio, small business marketing, wilmington small business owners, best way to advertise in wilmington, retail spending, return on advertising investment, advertising roi, in-car listening

Father's Day 2022: Wilmington Consumers Will Spend $45 Million

Jun 1, 2022 2:27:43 PM / by Larry Julius

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Wilmington, Delaware area shoppers are expected to spend $45.1 million on the dads in their life. This is on par with the record-breaking $45.2 million spent in 2021.

“Despite growing concerns about inflation, consumers plan to spend approximately the same amount as last year in celebration of Father’s Day,” NRF President and CEO Matthew Shay said. “Spending patterns also reflect the sentimental nature of the holiday as consumers are prioritizing unique and meaningful gifts.”

The NRF projects that nearly 60%, of all Father's Day purchases in Wilmington, will be for special outings, clothing, gift cards, and electronics. Although most category spending will be down slightly from last year, the amount of money spent on special outings such as dinner is expected to increase by over 8%.

Here is how this large pool of Father's Day cash in Wilmington is expected to be distributed in all retail categories.

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Topics Small Business Advertising, best time to advertise, holiday shopping, consumer spending, small business owner, holiday spending, small business, small business marketing, consumer confidence, holiday advertising, wilmington small business owners, best way to advertise in wilmington, advertising options, father's day, father

Television Advertising In Wilmington: What Are Consumers Watching?

May 11, 2022 4:53:44 PM / by Larry Julius

Every week, 550,788 Wilmington, Delaware area consumers watch something on TV.

Not too many years ago, when a Wilmington consumer sat down to watch TV, the program options were limited to what was on Philadelphia stations like WDPN, WPPX, KYW, WCAU, WHYY, or, maybe, what was on a handful of cable channels.  That was then. This is now.

Today, according to Nielsen, each time a TV is turned on in a Wilmington living room, the viewer has more than 817,000 options not only from broadcast stations and cable systems, but also from streaming video platforms like Netflix, Hulu, Disney+, Peacock, YouTube, Amazon, Tubi, Crackle, and FreeVee.

Of course, Wilmington consumers don't even need to sit down in front of their big-screen LCD, anymore. Most of the 817,000 available programs can also be viewed on their computers, tablets, gaming devices, and smartphones. But as far as viewers are concerned, though, it's all just television.

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Topics television advertising, pay-TV, direcTV, cable television, television, satellite television, cable tv, ctv, streaming video, SVOD, avod, cable, local television, streaming media, streaming TV

Wilmington Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 5:03:32 PM / by Larry Julius

Each week according to Nielsen, 416,300 consumers tune in to a Wilmington, Delaware area radio station. This is significantly more adults than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

 

There are two traits Wilmington radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 1.8 different stations each week.

Second, and of particular importance to Wilmington small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.

Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.

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Topics Small Business Advertising, Best Way To Advertise, retail, consumer spending, small business owner, small business, Retail Sales, retailer, retail stores, small business marketing, consumer confidence, wilmington small business owners, best way to advertise in wilmington, retail spending

Mother's Day Spending In Wilmington Will Top $71 Million In 2022

Apr 22, 2022 2:04:45 PM / by Larry Julius

Eighty-four percent of all adults say they will celebrate Mother's Day in 2022. Based on per capita forecasts from the National Retail Federation (NRF), Wilmington, Delaware consumers are expected to spend $71.3 million on the moms in their lives. This is a 13% increase over last year.

“Consumers are eager to find memorable ways to honor their mothers and other important women in their lives and are willing to spend a little extra on this sentimental holiday,” said NRF President and CEO Matthew Shay.

The NRF spending projections indicate that Wilmington consumers will spend $15.7 million on jewelry and another $11.9 million on special outings such as dinner or brunch. This will be the highest level of Mother's Day spending ever in these categories.

Here is how this large pool of Mother's Day cash in Wilmington is expected to be distributed by all retail categories.

The NRF research indicates that men will outspend women 3-to-1 this year on Mother's Day gifts. Most of these dollars will go towards presents for their moms, stepmoms, and wives.

Of all the money spent, Wilmington consumers are expected to spend 36% online, 30% at department stores, 27% at specialty stores, and 23% at local small businesses.

To compete for a share of record-high Mother's Day spending this year, local business owners will need to advertise. By most key marketing metrics, the best way to reach holiday shoppers is by advertising on Wilmington radio.

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Topics roi, return on investment, working mothers, mothers, retail, holiday shopping, radio advertising, holiday spending, mother's day, Retail Sales, retailer, retail stores, holiday advertising, best way to advertise in wilmington, retail spending, return on advertising investment, advertising roi

Advertising ROI: Wilmington Radio Best Choice For Retailers

Apr 14, 2022 3:24:58 PM / by Larry Julius

Wilmington, Delaware area consumers are expected to spend close to $11.3 billion at retail in 2022, based on per capita spending estimates from the National Retail Federation (NRF). This would be an eight percent increase versus 2021.

To capture significant shares of the increased retail spending, the 581,800 small business owners in the Wilmington area would typically invest in advertising. Persistent and pernicious inflation pressures, however, are starting to gnaw away at marketing budgets.

According to the National Federation of Independent Business Owners (NFIB), businesses cite inflation as their number one problem. For many Wilmington business owners, uncontrollable wholesale, transportation, and labor costs are forcing retailers to raise the prices they charge their customers. But, for many retail products, inflated retail prices can drive customers away. 

To limit consumer price increases and still make a profit, Wilmington business owners, then, are forced to cut expenses, including advertising and marketing. This means it is now imperative that the limited investments retailers can make in advertising must deliver the strongest returns possible. 

According to a recent study by Nielsen, advertising on Wilmington radio can provide the best return on investment (ROI) for local retailers.

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Topics roi, return on investment, retail, reach, reach and frequency, Retail Sales, retailer, retail stores, retail spending, advertising reach, return on advertising investment, advertising roi

Advertise In Wilmington: Retail Spending To Top $11 Billion in 2022

Mar 23, 2022 2:01:37 PM / by Larry Julius

There are 581,800 small business owners in the Wilmington, Delaware area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Wilmington area consumers are expected to spend between $11.1 and $11.3 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Wilmington, could reach as high as $2.7 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year, pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Wilmington business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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Topics Small Business Advertising, Best Way To Advertise, roi, return on investment, retail, small business owner, small business, reach, reach and frequency, Retail Sales, retailer, retail stores, small business marketing, wilmington small business owners, best way to advertise in wilmington, retail spending, advertising reach, return on advertising investment, advertising roi

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