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Advertising In Wilmington: Why Radio Is Still The Best Option

Jun 25, 2023 2:03:09 PM / by Larry Julius

Local businesses have been marketing their goods and services on Wilmington, Delaware radio since July 1922. That's when WHAV became the area's first radio station. 

The station broadcast from the home of the owner, Willard Wilson, until 1930. That's when he moved studios to Downtown Wilmington and changed the call letters to WEDL

Who could have guessed that 101 years later, advertising on Wilmington radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Wilmington radio reaches 487,506 adult consumers. This reach is significantly higher than all other advertising options including local TV, cable, social media, streaming video, online audio, and newspapers.

Reach, according to Nielsen, is the audience metric most responsible for driving the success of an advertising campaign. Only the message itself carries more sway.

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Topics Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Radio Listening, Streaming Audio, small business owner, small business, reach, reach and frequency, small business marketing, share of ear, advertise on wilmington radio, wilmington small business owners, advertising options, advertising reach, streaming media

Wilmington Small Business Owners Expect Record Easter Spending

Mar 29, 2023 2:13:35 PM / by Larry Julius

More than 476,118 Wilmington, Delaware area consumers are expected to celebrate Easter in 2023, according to per capita forecasts from The National Retail Federation. In all, the NRF predicts $68.3 million will be spent this year.

Not only will spending on Easter in Wilmington top last year's take by 16%, but it will also blow past the spending record of $61.7 billion set in 2021.

“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”

According to the NRF forecasts, here's how Wilmington consumers are expected to spend their Easter Holiday cash:

  • Food: $20.7 million
  • Clothing: $11.3 million
  • Candy: $10.8 million
  • Gifts: $9.3 million
  • Flowers: $5.1 million
  • Decorations: $4.9 million
  • Greeting Cards: $2.8 million
  • Other: $2.5 million

There is one obstacle, however, between small business owners and this gargantuan pool of Easter cash.

According to the NRF, the vast majority of Easter shopping will be spent at discount stores, box stores, and online. Only 22% of spending will occur at local small businesses.

 

To Keep more of this cash in the Wilmington area, retailers will need to advertise to convince consumers of the values and benefits of buying from local small business owners.  According to most marketing metrics, the best way to advertise in Wilmington is on local radio.

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Topics Small Business Advertising, roi, return on investment, retail, holiday shopping, small business owner, holiday spending, small business, Retail Sales, retailer, retail stores, small business marketing, holiday advertising, wilmington small business owners, retail spending, return on advertising investment, advertising roi

Best Way To Advertise In Wilmington: AM/FM Radio Still Rules

Aug 30, 2022 4:09:14 PM / by Larry Julius

Wilmington, Delaware area small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in Wilmington, however, is local radio.

Every week, according to Neilsen, 501,249 adults tune-in to their favorite Wilmington radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Wilmington radio over-the-air, an incremental 9,106 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 24.9% of all Wilmington radio listeners listen both online and offline.

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

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

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

Advertise In Wilmington: How To Book Guests For A Podcast

Apr 26, 2022 5:12:58 PM / by Jason Muth

According to Nielsen, 96.1% of Wilmington, Delaware adults have access to the internet. An online connection is all that is needed to listen to a podcast. In all 23.0% of consumers, in fact, do listen to podcasts every month. They listen while at home, commuting, at the gym, at work, at the local coffee shop, pretty much anywhere there is WIFI or good cell service.

Most likely, at one time or another, each of the 131,527 podcast listeners in the Wilmington area has thought to themselves, “I could do that. I could launch my own podcast.” This is theoretically true.

A quick Google search by aspiring Wilmington content producers will reveal which recording equipment to buy, how to edit shows, and how to post episodes for the world to hear on platforms like Apple Podcasts, Spotify Google, Stitcher, and Tune-In. The magic of being a successful podcaster, however, involves persistence, longevity, and consistently engaging content.

One element of podcasting that often adds dimension and perspective to new episodes is the use of podcast guests. Not only do guest experts supply engaging content, but usually they will participate in return for exposure without the need to shell out any cash.

But how does a Wilmington business small owner get started? It’s a very chicken-and-egg situation.

A podcaster first needs to publish episodes to demonstrate to potential guests that the podcast is worthy of their participation, especially because there are so many choices. Currently, there are over 2.4 million valid podcasts in Apple’s Podcast directory alone, according to podcast industry insights expert Daniel J. Lewis.

So, what separates podcasters who stick it out for the long haul from those who give up after just a few episodes?  One of the primary factors is the subject matter and the ability to book guests.

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Topics Small Business Advertising, small business owner, small business, small business marketing, wilmington small business owners, podcast, podcasting

Social Media Advertising In Wilmington: Should A Business Pay?

Apr 12, 2022 4:30:32 PM / by Ali Ahmed

According to Nielsen, 485,326 adult consumers in Wilmington, Delaware use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Wilmington business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Wilmington consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 79.5% of Wilmington consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics Philadelphia Small Business Owner, Small Business Advertising, social media advertising, small business owner, facebook advertising, small business, instagram, facebook, twitter, borrell associates, social media, small business marketing, wilmington small business owners, instatgram

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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