Small Business Advice: 5 Facts About Advertising On Philadelphia Radio

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.

1. Philadelphia Radio Reaches More Adult Consumers Every Week Than All Other Media

Each week, according to Nielsen, more local consumers tune-in to local radio than watch Philadelphia television, connect to cable-TV, read the newspaper, browse social media, or listen to streaming audio sites like Facebook and Instagram.

2. Local Radio Reaches More Philadelphia Millennials Every Week Than All Other Advertising Options

The millennial generation now accounts for over 30% of every retail dollar spent in the Delaware Valley.  This generation was the first to inject online and digital options into their daily media usage. Local radio still reaches more members of this age group than all other advertising options available to Philadelphia small business owners.

3. The Time Consumers Spend Listening To Philadelphia Radio Is Little Changed  From One Year Ago

The onset of the Coronavirus pandemic has created significant changes in the media, work, mobility, commuting, shopping, and lifestyle habits of local consumers.  Something that has not changed, though, is the length of time adults spend listening to Philadelphia radio every day. 

4. Philadelphia Radio Has The Greatest Reach Among College-Educated Consumers

There are 1.5 million adults in the Philadelphia area 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, and they have money to spend now.

5. Advertising On Philadelphia Radio Is The Best Way To Reach Online Shoppers

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.

By any measure, the best way to reach local online consumers is by advertising on Philadelphia radio.

Last week, for instance, local radio reached significantly more online shoppers than all other local media including, Philadelphia TV, cable, newspaper, or social media.

More Advertising Advice For Philadelphia Small Business Owners

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