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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

Advertising In Wilmington: Radio Ratings Exceed TV For First Time

Mar 21, 2023 6:03:28 PM / by Larry Julius

Every week, according to Nielsen, Wilmington, Deleware, radio reaches 487,506 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Wilmington area, there are 299,401 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics Best Way To Advertise, Millennials, television advertising, radio advertising, television, cable tv, streaming video, advertise on wilmington radio, local television, streaming media, streaming TV, advertising in wilmington, am/fm radio

TV Advertising In Wilmington: Local Stations and Cable Losing Ground

Dec 20, 2022 9:50:22 AM / by Larry Julius

The combined weekly reach of Wilmington, Delaware's broadcast television stations has slipped to 66.2% of all adults, according to Nielsen. These include area television stations like WDPN, WPPX, KYW, WCAU, and WHYY  

The combined Wilmington TV audience now falls behind cable programming at 80.4% and just ahead of streaming platforms at 64.4%. To put this virtual dead heat into perspective, none of the three video media is a match for Wilmington radio which reaches more than 83% of local adults every week.

But although the reach of broadcast TV, cable, and streaming are neck-and-neck, the share of time consumers spend with each of these media is dramatically different.

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

Political Advertising In Wilmington: Campaigns Go Over The Top

Aug 22, 2022 11:02:51 AM / by Larry Julius

According to Nielsen research, 464,000 people in the Wilmington, Delaware area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WDPN, WPPX, KYW, WCAU, and WHYY, has decayed by 10%.

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Topics political advertising, television advertising, Online Advertising, digital advertising, political rate card, political, ott, ctv, streaming video, SVOD, avod, local television, internet advertising

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

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

Advertising In Wilmington: Don't Say 'March Madness'

Feb 21, 2022 4:30:22 PM / by Larry Julius

Right now, at least one of the 19,142 small businesses located in the Wilmington, Delaware area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in New Castle might think it would be clever to use 'March Madness' in its commercials on Wilmington radio to promote a big spring sale. A non-profit in Edgemoor feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Boothwyn believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Wilmington small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics Streaming Audio, social media advertising, television advertising, Online Advertising, digital advertising, ott, ctv, streaming video, streaming media, internet advertising, sem, search engine marketing, display advertising, streaming TV, intellectual Property, trademark, copyright

How Much Time Do Wilmington Consumers Spend Watching Streaming TV?

Feb 17, 2022 10:50:27 AM / by Larry Julius

Every week, 397,000 Wilmington, Delaware area adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Tri-state consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.0% of Wilmington households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Wilmington consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, digital advertising, cable television, cable tv, ott, ctv, streaming video, SVOD, avod, cable, advertising options, internet, streaming media, internet advertising, streaming TV

Best Way To Reach Likely Voters in 2022: Advertise On Wilmington Radio

Feb 11, 2022 6:47:10 PM / by Larry Julius

No matter which Wilmington, Delaware area television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on Philadelphia stations like WDPN, WPPX, KYW, WCAU, or WHYY the most effective way to reach likely voters in the Wilmington area? Or is advertising on cable channels provided by Xfinity, DISH, DirecTV, and Verizon FIOS the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Wilmington radio.

Every week, 327,000 likely voters will listen to Wilmington radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

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Topics political advertising, television advertising, radio advertising, voters, cable television, registered voters, likely voters, political rate card, political, best way to advertise in wilmington, independent voters, republican voters, democratic voters

Advertise In Wilmington: Who's Watching The Local TV Stations?

Dec 22, 2021 1:03:44 PM / by Larry Julius

It wasn't too long ago when advertising on Wilmington, Delaware area television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of Tri-state area viewers who watch Philadelphia stations like WDPN, WPPX, KYW, WCAU, and WHYY has plummeted. In all, only 73% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

The consumption of video content isn't diminishing among Delaware consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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

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