There is alarming news for Delaware Valley small business owners who advertise on Philadelphia television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

How quickly the millennials have grown up.

According to Nielsen, half of all Delaware Valley parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will  spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 1,162,996 children under the age of 18 living in the Philadelphia area. That makes the local parenting economy worth upwards of $270 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For Delaware Valley small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Philadelphia radio is the best way to reach this audience.

March is the biggest single month for used car sales in the Delaware Valley. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $198 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $550 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in the Philadelphia area.

Although most Delaware Valley used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 680,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.9 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Philadelphia radio.

Delaware Valley small business owners have been advertising on Philadelphia radio since the first local stations, went on air in 1922.  By almost every metric, the medium remains the best way to successfully market goods and services to local consumers.

Before local businesses execute their marketing plans for this year, here are five facts they should know about radio advertising.

As Valentine's Day sales begin to dwindle, that's when Delaware Valley small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, Philadelphia area consumers spent more than $416-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Philadelphia radio is the best choice.

Over 1,000,000 consumers in the Delaware Valley now own a smart speaker. Ownership of these devices, including Amazon Echo and Google Home, has grown five-fold since the beginning of 2017.

According to Adobe Analytics, significantly  more consumers are asking Siri and Alexa to play music than any other activity.

Many Philadelphia area small business owners depend on local radio to advertise their goods and service. So, how does the use of smart speakers as an audio device affect their radio advertising's ability to reach local consumers? The answer is: none at all.

If you were one of the 3,830,493 consumers who tuned-in to a Philadelphia radio station last week, then chances are you heard at least one commercial from GEICO, Progressive, or Liberty Mutual. That's because insurance is big business in the Delaware Valley.

Each year, Philadelphia area consumers spend $7.4 billion to insure their homes and cars. That's almost $1500 for every area adult.

There is good news and bad news for the 9300 local insurance agents who are competing to earn a substantial share of the home and auto premiums consumers are paying.

According to Nielsen, 373,000 policyholders in the Delaware Valley are planning to switch insurance providers during the next 12 months.

There are many ways for Delaware Valley small business owners to advertise. Options include newspapers, magazines, television, social media, and streaming media.

But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Philadelphia radio.

"Had I realized that advertising on Philadelphia radio was so effective, I would have started sooner. It would have helped to build our business faster," says Frank Lobascio. He is the Managing Partner of Armor Metals and Recycling in Pennsauken Township, New Jersey.

The company recycles scrap metals, including copper, aluminum, brass, and steel. The company also recycles electronic equipment, wire, and computers.

So, how can a Delaware Valley small business owner choose the best Philadelphia radio stations to advertise on?

In 1922, the first Delaware Valley radio stations took to the airwaves. Today, 3,830,493  adult consumers tune-in to Philadelphia radio every week. This is significantly more than watch local TV or read newspapers. 

Philadelphia small business owners, however, also want to know how local radio compares to streaming audio platforms like Pandora and Spotify, especially as it relates to advertising. The answer could surprise many of them.

Pandora was created to provide a personalized radio station catering to the musical preferences of each user.  The playlists were determined by a proprietary algorithm and then streamed directly to each listeners' computer. Over the next few years, the service became available on iPads and smartphones.

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for Delaware Valley furniture stores.

In 2019, local consumers in the Philadelphia area spent $2.2 billion on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a Delaware Valley small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.