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Small Business Advice: 5 Facts About Advertising On Wilmington Radio

Dec 17, 2020 3:17:57 PM / by Larry Julius

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.

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Topics Small Business Advertising, Best Way To Advertise, Online Advertising, small business owner, radio advertising, small business, small business marketing, time spent listening, online shopping, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

Online Advertising In Wilmington: How Much Do Local Businesses Spend?

Dec 15, 2020 2:58:40 PM / by Larry Julius

Almost 96% of Tri-State area adults have access to the internet, according to Nielsen. Over than 60% of these consumers spend more than five hours a week connected.

Nielsen reports that Wilmington area consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Wilmington internet users go online each month

  • Social Media: 81%
  • Online Banking: 59%
  • Weather: 50%
  • Maps/Directions: 50%
  • Product Reviews: 48%
  • Current Events: 31%
  • Restaurant Reviews: 27%
  • Sports Scores/News: 25%
  • Job Search: 19%
  • Real Estate: 12%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 78.7% of Tri-State area consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Wilmington businesses will spend $183 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics Small Business Advertising, social media advertising, small business owner, radio advertising, borrell associates, e-commerce, social media, ott, ctv, email advertising, email marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

How Long Should My Radio Commercial Be On Wilmington Radio?

Dec 11, 2020 9:24:07 AM / by Larry Julius

Wilmington radio stations offer different commercial length options to fulfill the marketing objectives and budgets of Tri-State small business owners.  The most common lengths are :60-seconds, :30-seconds, :15-seconds, and :10-seconds.

So, how long should a radio commercial on Wilmington radio be? The simple answer: As long as necessary, but as short as possible.

According to "Seven Steps For Success", the length of a radio commercial should be determined, primarily, by the marketing objective of the underlying campaign.

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Topics Effective Advertising., Effective Radio Commercials, commercial length, radio advertising, advertise on wilmington radio, best way to advertise in wilmington, 60-second commercials, 15-second commercials, 30-second commercials

What Is The Best Way To Reach Online Shoppers In Wilmington?

Dec 10, 2020 4:39:04 PM / by Larry Julius

Tri-State 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.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 78.7% of Wilmington area consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Topics Best Way To Advertise, retail, Online Advertising, consumer spending, radio advertising, Retail Sales, retailer, retail stores, online shopping, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

What Is The Best Time Of Day To Advertise On Wilmington Radio?

Dec 10, 2020 11:03:50 AM / by Larry Julius

You've done the research. You now know that by every measure, radio advertising is the most effective way for your Tri-State area small business to market its goods and services.

You have learned, for instance, 500,115 adult consumers regularly tune-in to AM/FM radio stations.  This is more than watch local TV, read a newspaper, sign-in to social media, or log-in to streaming audio services like Pandora and Spotify.

You've also learned that, on average, adults spend almost two hours per day listening to local radio.

If you dug deep enough, then you know radio advertising delivers, on average, a $10 lift in sales for every $1 invested. This is a remarkable return for any Tri-State small business owner.

What you may not have figured out, however, is what is the best time of day to advertise on Wilmington radio?

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Topics Small Business Advertising, Best Way To Advertise, best time to advertise, radio advertising, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington, prime time

Advertising In Wilmington: OTT & CTV Viewing Soars

Dec 7, 2020 4:35:04 PM / by Larry Julius

Advertising on Wilmington television and cable is becoming less attractive to local business owners as viewers rapidly defect to alternative video entertainment sources including, Netflix, Hulu, Amazon and Disney+.


Collectively these streaming services are referred to as Over-The-Top Television (OTT) and Connected-TV (CTV). Viewers can only access this OTT and CTV content via smartphone, tablets, computers, smart-TVs, Amazon Fire Sticks, and Roku Sticks, Nielsen reports that 92.1% of Delaware Valley adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 42.8% of all Wilmington area consumers every week.

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Topics Small Business Advertising, television advertising, small business owner, small business, direcTV, cable television, small business marketing, cord-cutter, cord-never, cable tv, ott, ctv, wilmington small business owners, best way to advertise in wilmington

Do Tri-State Area Millennials Listen To Wilmington Radio?

Dec 7, 2020 3:10:56 PM / by Larry Julius

It's time to set some misguided Tri-State Area small business owners straight.  When we say everybody listens to Wilmington radio stations, we mean everybody.  Generations X, Y, and Z. Baby boomers, and, yes, the millennial generation.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is, debatably, either 2000 or 2001).  This means 18-39 year olds. 

In the Tri-State Area, 207,300 millennials make-up 36% of the adult population and will deliver $4.8 billion to local cash registers.

But here's the thing about millennials that many small business owners get wrong: millennials listen to local radio.  To be exact, 88.6% of them.

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Topics Best Way To Advertise, Millennials, Streaming Audio, social media advertising, television advertising, radio advertising, social media, millennial parents, streaming video, best way to advertise in wilmington

Who's Spending Now? Wilmington Small Business Owners Ask.

Dec 4, 2020 4:56:57 PM / by Larry Julius

There are 171,000 adults in the Tri-State 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.

"While the labor market disruptions have affected workers in a wide set of industries and occupations, those without a college degree have experienced the most severe impact," say Mary C. Daly, Shelby R. Buckman, and Lily M. Seitelman authors of The Unequal Impact of COVID-19 in the Economic Letter published by the Federal Reserve of San Francisco.

Although the unemployment rate increased among consumers of every education level in late March when the Governors of Delaware, Maryland, and New Jersey lockdown their states to slow the spread of the Coronavirus, the smallest increase was among those with bachelor or postgraduate degrees, according to the Bureau of Labor Statistics..

Seven months later, job recovery among those with college degrees is closer to pre-pandemic levels than consumers with lower levels of educational attainment.

Many small business owners have seen the correlation between advertising and survival during the economic crisis inflicted by the pandemic.  With precious few dollars to invest, it is crucial that every advertisement reaches consumers who have disposable income to buy. Right now, the most likely spenders are customers with college degrees.

By key advertising metrics, the best way to reach consumers with higher education is on Wilmington radio.

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Topics Small Business Advertising, roi, return on investment, small business owner, radio advertising, college graduates, education, small business marketing, advertise on wilmington radio, wilmington small business owners, best way to advertise in wilmington

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