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Advertising On Philadelphia Radio: The 3 Frequency Myth

Aug 18, 2021 3:43:49 PM / by Larry Julius

Every week, according to Nielsen, Philadelphia radio reaches 3.6 million adult consumers. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, area small business owners advertise on Philadelphia radio to successfully market the products and services they sell.

Many first-time advertisers on Philadelphia radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Effective Advertising., small business owner, radio advertising, frequency, small business, reach, reach and frequency, small business marketing, advertising reach, effective frequency

Reclaim 'Top Of Mind' When Your Philadelphia Small Business Re-Opens

May 1, 2020 1:11:30 PM / by Larry Julius

Business was booming in the Delaware Valley. Then it was not.

Before the chaos brought on by Coronavirus, it had been predicted, based on estimates from the National Retail Federation, Philadelphia area consumers would spend 4.1% more in 2020 than they did in 2019. When the Governors of Pennsylvania and New Jersey shut down their states, however, the expectations of growth for many small business owners were replaced with fights for survival.

As the states prepares to reopen, Philadelphia area small businesses will learn that turning the lights back on and hanging out the welcome sign might not be enough to bring even the most loyal customers back.

Some customers will not return because of personal safety concerns. Other customers may have discovered alternative sources to purchase goods and services.

More likely, though, customers will not come back because a business has lost a valued parcel of real estate: the position at the top of a customer's mind. This is the place where purchase decisions are made.

There is a way to regain top-of-mind status. First, though, it's important to understand why a business can be forgotten so quickly. 

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Topics Best Way To Advertise, top of mind awareness, small business owner, radio advertising, frequency, small business, covid 19, coronavirus, corona, recall, recency

Advertising on Philadelphia Television vs. Local Radio

Feb 25, 2020 9:26:27 AM / by Larry Julius

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.

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Topics Best Way To Advertise, Millennials, television advertising, small business owner, radio advertising, frequency, small business, reach, reach and frequency, branding, generation y, generation x

Advertising On Philadelphia Radio: 5 Key Facts For Business Owners

Feb 10, 2020 4:33:23 PM / by Larry Julius

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.

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Topics Best Way To Advertise, Pandora, Spotify, newspaper advertising, social media advertising, television advertising, small business owner, radio advertising, facebook advertising, frequency, small business, reach, reach and frequency, demographics

Advertising In Philadelphia: Choose The Right Radio Stations

Jan 27, 2020 9:01:10 AM / by Larry Julius

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?

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Topics Best Way To Advertise, small business owner, radio advertising, frequency, small business, reach, reach and frequency, marketing objective

Creating Top Of Mind Awareness For A Philadelphia Small Business

Nov 8, 2019 1:00:00 PM / by Larry Julius

It's a fact. Unless a consumer remembers your business when it comes time to buy, then it is likely they will purchase from someone else. Staying top of mind, therefore, is critical for every Delaware Valley small business owner who wants to grab a share of the area's $101-billion retail market.

Advertising on Philadelphia radio provides local business owners with the most affordable way to move to the top of customers' minds. But, before discussing how to get remembered, we must understand why consumers forget.

Every second, local consumers are exposed to 11,000,000 pieces of data. A consumer's brain, however, is only capable of dealing with about 50 pieces of this data at a time. So, if my calculus is correct, a consumer forgets approximately 10,999,950 things every second.

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Topics Best Way To Advertise, Advertise In Philadelphia, return on investment, top of mind awareness, retail, store traffic, small business owner, radio advertising, frequency, repetition

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