Radio came to Philadelphia on February 8, 1922, when The Bureau of Navigation, Radio Services Division, of the United States Department of Commerce granted a license to station WGL. This station was the 42nd to be licensed in the county. 

Little is known about WGL except it was owned by Thomas Howlett who broadcast from home at 2303 North Broad Street near Temple University.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Delaware Valley consumers.

Every week, according to Nielsen, more adults tune-in to Philadelphia radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

How important is Twitter to Delaware Valley consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Philadelphia Inquirer yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Philadelphia's consumers.

According to Nielsen, only about 17% of adults in Philadelphia use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Delaware Valley small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

Local radio came to Philadelphia on February 8, 1922, when The Bureau of Navigation, Radio Services Division, of the United States Department of Commerce granted a license to station WGL. This station was the 42nd to be licensed in the nation. 

Little is known about WGL except it was owned by Thomas Howlett who broadcast from home at 2303 North Broad Street near Temple University.

In March of 1922, however, the second radio license in Philadelphia was awarded to WIP owned by the Gimbel Brothers Department Store. Early programming included remote-broadcasts of live  music featuring Charlie Kerr and his orchestra from the Cafe L’Aiglon at 15th and Chestnut Streets.  

For almost 100 years, Delaware Valley 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 Philadelphia radio remains a dependable way to make cash registers ring.

Here are five facts every Delaware Valley small business owner needs to know about local radio in 2020.

Over 96% of Delaware Valley adults have access to the internet, according to Nielsen. Nearly 70% of these consumers spend more than five hours a week connected.

Nielsen reports that Philadelphia 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 Philadelphia area internet users go online each month

• Social Media: 79%
• Weather: 58%
• Online Banking: 55%
• Maps/Directions: 52%
• Product Reviews: 48%
• Current Events: 39%
• Restaurant Reviews: 34%
• Sports Scores/News: 30%
• Job Search: 22%
• Real Estate: 16%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 81.3% of Philadelphia 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, Philadelphia business owners will spend $1.3 billion for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

There are 1.5 million adults in the Delaware Valley 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 Governor of Pennsylvania lockdown the state 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 Philadelphia radio.

There is cheerful news for small business owners from King of Prussia to Cherry Hill and every city and town in between.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Delaware Valley shoppers will be spending between $12.6 and $12.8 billion on gifts and other trappings of the season.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season." 

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

Delaware Valley shoppers are expected to spend a record $13.2 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, 81.3% of Philadelphia 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.

There is positive news for the  230,000 small businesses in the Philadelphia-Camden-Wilmington, PA-NJ-DE-MD Metro area.  A majority of consumers say they are ready to start shopping again.

A lifestyle survey just released from Nielsen indicates 53% of Americans believe that despite the continuing pandemic, life is beginning to normalize, and they are likely to resume typical activities.  Nielsen refers to this majority as "Ready-To-Go".

According to the survey, Ready-To-Go consumers now perceive less risk, feel safer, and believe their cities are emerging from crisis.

The key takeaway for Delaware Valley small business owners is that Ready-To-Go consumers are significantly more likely to start shopping within 30 days than the total population.  These buyers, according to Nielsen, are looking to spend on home improvement, professional services, auto parts/repair, shopping, food & dining, and travel.

To capture a meaningful share of the money Ready-To-Go consumers will be spending requires local small business owners to advertise.  By almost every metric, advertising on Philadelphia radio is the best advertising option.

Every week, according to Nielsen, significantly more consumers are reached by local radio than by Philadelphia TV.

For Delaware Valley small business owners whose marketing budgets have been ravaged by the pandemic, though, the question is which of these media can provide the best return for their advertising investments. An ROI study conducted by Nielsen and commissioned by Cumulus Media | Westwood One provides a conclusive answer.

Between April 30 and May 27 of this year, Nielsen analyzed the sales results of a major retailer who conducted an advertising campaign on both radio and television during that period.  

Using  their Portable People Meter panel of 80,000 consumers, Nielsen measured the purchase behavior of consumers who were exposed to the advertiser's commercials on both radio and television. To learn more about the methodology, click here.

The result of the study indicates that the money invested in radio advertising had a much stronger return than the money spent on TV.

Here are the key findings of the ROI study: