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Advertising In Philadelphia: Why Radio Is Still The Best Option

Jun 23, 2023 12:18:09 PM / by Larry Julius

Local businesses have been marketing their goods and services on Philadelphia radio since February 8, 1922. That's 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 country.

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

Every week, according to Nielsen, Philadelphia radio reaches 3,740,743 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, reach, reach and frequency, small business marketing, share of ear, best way to advertise in philadelphia, advertising options, advertising reach, streaming media

Advertise In Philadelphia: Retailers Expect Record Father's Day Spend

Jun 2, 2023 2:19:31 PM / by Larry Julius

Father's Day, this year, is June, 18. To celebrate the dads in their lives, 3.7 million Philadelphia area consumers are expected to spend a record $482.3 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Overall  80% of all Father's Day spending will be concentrated into four gift categories:

  • Special Outing: $164.2 million
  • Clothing: $73.7 million
  • Gift Cards: $58.9 million
  • Electronics:  $54.7 million
  • Personal Care: $35.8 million

The remainder of the retail dollars Philadelphia consumers spend will be for tools/appliances, sporting goods, greeting cards, and books/CDs.

The challenge for Philadelphia area retailers, however, is keeping a significant share of these Father's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 81% of all spending.

To earn a larger share of Father's Day spending, local small business owners will need to advertise to convince Philadelphia consumers of the benefits of buying from local retailers.  By almost every marketing metric, the best way to advertise is on Philadelphia radio.

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Topics Best Way To Advertise, roi, return on investment, retail, holiday shopping, holiday spending, Retail Sales, retailer, retail stores, holiday advertising, best way to advertise in philadelphia, retail spending, return on advertising investment, advertising roi, father's day, father

What Philadelphia Business Can Learn From World's Biggest Advertiser

May 12, 2023 1:52:24 PM / by Larry Julius

There are 230,328 small businesses in the Philadelphia-Camden-Wilmington, PA-NJ-DE-MD Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $108 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Philadelphia small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Philadelphia may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Advertising Works, advertising on Philadelphia radio, radio advertising, philadelphia radio, reach, reach and frequency, radio commercials, best way to advertise in philadelphia, advertising reach, am/fm radio

Advertising In Philadelphia: Mother's Day Spending Will Set Record

Apr 29, 2023 11:07:53 AM / by Larry Julius

Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 3.7 million adult consumers in the Philadelphia area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $751.9 million to be spent in Philadelphia to honor all the different moms in consumers' lives. Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).

Comparatively speaking, Philadelphia area consumers will spend 12.6% more to celebrate Monther's Day this year than they did in 2022, which was also a record year.

“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”

Almost half of all Mother's Day spending in the Philadelphia area will fall into three categories:

  1. Jewelry: $164,270,763
  2. Special Outing: $117,937,983
  3. Electronics: $84,241,417

The other half of Mother's Day spending includes purchases of gift cards, clothing, flowers, personal services, housewares, books, and greeting cards.

The challenge for Philadelphia area retailers, however, is keeping a significant share of these Mother's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 68% of all spending.

To earn a larger share of Mother's Day spending, local small business owners will need to advertise to convince Philadelphia consumers of the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Philadelphia radio.

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Topics Best Way To Advertise, roi, return on investment, working mothers, mothers, retail, holiday shopping, holiday spending, reach, reach and frequency, mother's day, Retail Sales, retailer, retail stores, holiday advertising, best way to advertise in philadelphia, retail spending, advertising reach, return on advertising investment, advertising roi

What Marketers Need To Know About Advertising on Philadelphia Radio

Apr 21, 2023 5:19:46 PM / by Larry Julius

According to Nielsen, 3,740,743 adults tune in to their favorite Philadelphia 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.

Philadelphia radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $108 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 Philadelphia.

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, philadelphia television, cable television, in-car audio, best way to advertise in philadelphia, local television, how to advertise, in-car listening, am/fm radio

Advertise In Philadelphia: Retail Sales To Top $108.1 Billion in 2023

Apr 10, 2023 4:03:54 PM / by Larry Julius

Despite high-interest rates, inflation, and recession fears, Philadelphia area consumers are expected to spend between $108.1 and $110.1 billion dollars at retail in 2023, according to recent per capita forecasts based on a survey by the National Retail Federation. This will be a 4-6% increase over 2022.

“In just the last three years, the retail industry has experienced growth that would normally take almost a decade by pre-pandemic standards,” NRF President and CEO Matthew Shay said. “While we expect growth to moderate in the year ahead, it will remain positive as retail sales stabilize to more historical levels."

The challenge for Philadelphia area retailers, however, is keeping a significant share of these dollars in local cash registers. According to the NRF, the amount of money spent online and non-store options will increase by 10-12%. This is nearly twice the growth rate of all 2023 retail dollars and translates to more than a $10.8 billion dollar outflow.

To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Philadelphia consumers of all the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Philadelphia radio.

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Topics Best Way To Advertise, roi, return on investment, retail, reach, reach and frequency, Retail Sales, retailer, retail stores, best way to advertise in philadelphia, retail spending, advertising reach, return on advertising investment, advertising roi

Advertising In Philadelphia: Radio Ratings Exceed TV For First Time

Mar 20, 2023 3:58:52 PM / by Larry Julius

Every week, according to Nielsen, Philadelphia radio reaches 3,740,743 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 Philadelphia area, there are 2,194,494 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, Advertise On Philadelphia Radio Stations, Millennials, television advertising, radio advertising, philadelphia television, cable television, streaming video, best way to advertise in philadelphia, local television, streaming TV, am/fm radio

In-Car Listening Drives Philadelphia Radio To The Top

Mar 14, 2023 10:50:09 AM / by Larry Julius

Philadelphia radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 3,740,743 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Philadelphia TV, cable, streaming video, streaming audio, social media, or newspapers.

AM/FM radio's dominance among local consumers is driven, in large part, by the 3.8 million Philadelphia-area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics Best Way To Advertise, Radio Advertising Works, Streaming Audio, radio advertising, reach, reach and frequency, in-car audio, share of ear, best way to advertise in philadelphia, advertising reach, streaming media, car radio, in-car listening, am/fm radio, online radio advertising

Advertising On Philadelphia Radio in 2022: Five Things to Know

Jul 20, 2022 11:13:49 AM / by Larry Julius

Delaware Valley business owners have depended on Philadelphia radio to market their goods and services since WGL, the city's first radio station, went on air in 1922. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 230,328 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Philadelphia radio in 2022.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, Advertise On Philadelphia Radio Stations, Radio Listening, advertising on Philadelphia radio, small business owner, radio advertising, small business, philadelphia radio, in-car audio, small business marketing, radio history, advertise on Philadelphia Radio, best way to advertise in philadelphia, radio formats, who listens to radio, radio recruitment, am/fm radio, online radio advertising, online radio

Advertising On Philadelphia TV: Where Have The Viewers Gone?

Jun 13, 2022 3:02:00 PM / by Larry Julius

During the past seven days. according to Nielsen, only 73.7% of local consumers tuned in to Philadelphia television stations like KYW, WPVI, WCAU, WHYY, and WTFX.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Philadelphia 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 Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, television advertising, small business owner, small business, philadelphia television, pay-TV, direcTV, cable television, television, small business marketing, satellite television, cable tv, ott, ctv, SVOD, avod, cable, best way to advertise in philadelphia, local television, streaming TV

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