Each week, according to Nielsen, more than 3.6 million adult consumers tune-in to a Philadelphia radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Philadelphia radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 45% of local consumers listen to Philadelphia radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Philadelphia small business owners, radio's immense nighttime audience offers a unique value proposition.