Small Business Advice: 5 Facts About Advertising On Wilmington Radio

On July 22, 1922, WDEL signed-on as the first radio station serving Wilmington, Delaware

For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Wilmington radio remains a dependable way to make cash registers ring.

Here are five facts every Tri-State area small business owner needs to know about local radio in 2020.

1. Radio Reach More Wilmington Consumers Every Week Than All Other Media

Each week, according to Nielsen, consumers tune-in to local radio than watch television, connect to cable-TV, read the newspaper, browse social media, or listen to streaming audio sites like Facebook and Instagram.

2. Local Radio Reaches More Wilmington Millennials Every Week Than All Other Advertising Options

The millennial generation now accounts for over 30% of every retail dollar spent in Wilmington.  This generation was the first to inject online and digital options into their daily media usage. Local radio still reaches more members of this age group than all other advertising options available to Delaware, Maryland, and New Jersey small business owners.

3. The Time Consumers Spend Listening To Wilmington Radio Is Unchanged  From One Year Ago

The onset of the Coronavirus pandemic has created significant changes in the media, work, mobility, commuting, shopping, and lifestyle habits of local consumers.  Something that has not changed, though, is the length of time adults spend listening to Wilmington radio every day. 

4. Wilmington Radio Has The Greatest Reach Among College-Educated Consumers

There are 171,000  adults in the Wilmington, Delaware area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic, and they have money to spend now.

5. Advertising On Wilmington Radio Is The Best Way To Reach Online Shoppers

Wilmington shoppers are expected to spend a record $1.8 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

By any measure, the best way to reach local online consumers is by advertising on Wilmington radio.

Last week, for instance, local radio reached significantly more online shoppers than all other local media including, Wilmington TV, cable, newspaper, or social media.

More Advertising Advice For Delaware Small Business Owners

• Online Advertising In Wilmington: How Much Do Local Businesses Spend?
• How Long Should My Radio Commercial Be On Wilmington Radio?
• What Is The Best Way To Reach Online Shoppers In Wilmington?
• ROI: How Wilmington Small Business Owners Turn Dimes Into Dollars
• What Is The Best Time Of Day To Advertise On Wilmington Radio?
• Advertising In Wilmington: OTT & CTV Viewing Soars
• Do Tri-State Area Millennials Listen To Wilmington Radio?
• Tri-State Small Business Owners Advertise For Free On Wilmington Radio
• Who's Spending Now? Wilmington Small Business Owners Ask.
• What Is The Best Way To Advertise In Wilmington?