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What Marketers Need To Know About Advertising on Wilmington Radio

Apr 24, 2023 3:35:40 PM / by Larry Julius

According to Nielsen, 487,506 adults tune in to their favorite Wilmington, Delaware, radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Wilmington radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $14.6 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Wilmington.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics Best Way To Advertise, Streaming Audio, television advertising, radio advertising, pay-TV, in-car audio, cable tv, ctv, local television, how to advertise, in-car listening, streaming TV, am/fm radio

In-Car Listening Drives Wilmington Radio To The Top

Mar 15, 2023 8:26:00 AM / by Larry Julius

Wilmington, Delaware, radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 282,794 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Wilmington TV, cable, streaming video, streaming audio, social media, or newspapers.

AM/FM radio's dominance among local consumers is driven, in large part, by the 322,117 Wilmington area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics Best Way To Advertise, Streaming Audio, reach, reach and frequency, in-car audio, share of ear, best way to advertise in wilmington, advertising reach, streaming media, car radio, in-car listening, am/fm radio

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

Advertise On Wilmington Radio: AM/FM Still Top Choice In Cars

Mar 17, 2022 1:56:42 PM / by Larry Julius

There are about 300,000 registered passenger vehicles in the Wilmington, Delaware area. Some are cars. Some are trucks. Some are Hondas. Some are Fords. Some are Teslas. Some have four doors. Some have two. Some go fast. Some go slow. Some guzzle gas. Some sip. Some are red. Some are blue.

The one thing that almost every car and truck in the Wilmington area have in common, though, is the AM/FM radio smack-dab in the middle of the dashboard.

The first car radio went on sale in 1930. It was an invention of the Galvin Manufacturing Company. The company named the radio 'Motorola,' and its cost was $130, around $2000 in today's dollars. By 1935, more than three million car radios had been installed.

Today, AM/FM radio is part of every car and truck on Wilmington area roads. In addition to the radio, many of these vehicles also provide drivers with other audio options, including a CD player, Sirius/XM, Pandora, Spotify, podcasts, and easy access to personal MP3 collections.

It is fair, then, for small business owners who depend on Wilmington radio to advertise their goods and services to ask: with all the audio options on today's dashboards, is anyone listening to local AM/FM radio in the car anymore?

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Topics Best Way To Advertise, Pandora, Streaming Audio, radio advertising, automotive, Spotifty, in-car audio, sirius/xm, share of ear, best way to advertise in wilmington, podcast, streaming media, podcasting, car radio, in-car listening

Wilmington New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 5:09:31 PM / by Larry Julius

In 2020, there were 31,876 new cars and trucks registered in the Wilmington metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 53 new-car dealerships in Delaware. Despite the pandemic, these dealers, including those in the Wilmington area, sold $3 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $1.6 billion in new car sales.

When it comes to buying new vehicles, Wilmington consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Wilmington car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics Best Way To Advertise, automotive, used trucks, used cars, in-car audio, vehicle traffic, used vehicles, advertise on wilmington radio, best way to advertise in wilmington, who listens to radio, in-car listening, new cars

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