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Surprise? Charlotte Radio Is Still #1 Way To Reach Local Consumers

Nov 30, 2022 2:38:39 PM / by Larry Julius

Charlotte area business owners have an abundance of options for marketing their goods and services to local consumers. New research from Nielsen, however, indicates that advertising on Charlotte radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Charlotte radio reaches 1.9 million adults. This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Charlotte radio stations over the air, Nielsen reports that 552,33 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online. This share of online listening has nearly doubled since 2016.

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Topics roi, reach, return on investment, reach & frequency, advertising reach, charlotte radio, advertising ROI, advertise on Charlotte radio, advertise in charlotte, advertising in Charlotte

Holiday Spending In Charlotte Will Top $8 Billion In 2022

Nov 10, 2022 1:51:12 PM / by Larry Julius

Economic concerns among Charlotte area consumers are not expected to subdue holiday shopping in in 2022.  Based on forecasts from The National Retail Federation, local shoppers are projected to spend at least $8.0 billion this year. This would be 6% more than was spent in 2021.

“While consumers are feeling the pressure of inflation and higher prices, and while there is continued stratification with consumer spending and behavior among households at different income levels, consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay said. “In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

The biggest challenge facing Charlotte business owners is keeping holiday spending local. NRF expects 10-12% of purchases to happen online from retailers like Amazon and Walmart.

To lay claim to this expanding pool of holiday spending,  and keep business local, small business owners will need advertising. By, most marketing metrics, the best way to advertise is on Charlotte radio.

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Topics consumer spending, radio advertising, roi, return on investment, advertising reach, holiday advertising, holiday shopping, christmas, advertising ROI, advertise on Charlotte radio

Advertising In Charlotte: Is Online Marketing Enough?

Oct 20, 2022 9:32:28 AM / by Larry Julius

According to Nielsen, 2.1 million adults in the Charlotte area have access to the internet. Eighty-three percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Charlotte area adults in the market to buy their goods and services, businesses spent $1.6 billion in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Charlotte consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Charlotte consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

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Topics radio advertising, online advertising, digital advertising, internet, internet advertising

Digital Advertising In Charlotte: How To Get Found Online

Sep 30, 2022 10:29:18 AM / by Larry Julius

Last year, $1.6 billion in marketing was spent online to reach Charlotte area consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach Charlotte consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 46.6% of Charlotte adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Charlotte business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

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Topics social media advertising, online advertising, digital advertising, social media, web traffic, website visitor, online shopping, website traffic, internet, internet advertising, SEM, seo

Best Way To Advertise In Charlotte: AM/FM Radio Still Rules

Aug 30, 2022 12:24:36 PM / by Larry Julius

Charlotte small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in Charlotte, however, is local radio.

Every week, according to Neilsen, 1.8 million adults tune-in to their favorite Charlotte radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Charlotte radio over-the-air, an incremental 82,282 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 23.4% of all Charlotte radio listeners listen both online and offline.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, reach, small business marketing, small business advertising, reach & frequency, advertising reach, advertising ROI

Political Advertising In Charlotte: Campaigns Go Over The Top

Aug 22, 2022 7:05:00 AM / by Larry Julius

According to Nielsen research, 1.8 million people in the Charlotte area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WBTV, WSOC, WNSC, WCNC, and WJZY has decayed by 10%.

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Topics television advertising, online advertising, digital advertising, political advertising, OTT, television, political rates, CTV, streaming video, svod, avod, local television, streaming television, internet advertising, streaming TV

Charlotte Consumers Still Spending Despite Economic Sentiment

Aug 8, 2022 9:20:04 AM / by Larry Julius

Local consumers may have a gloomy feeling about economic conditions, but their spending has not tapered. This is good news for the 92,427 small business owners in the Charlotte area.

According to the latest University of Michigan's Survey of Consumers, sentiment about current economic conditions remains near the all-time low. Concerns about volatile gas prices, rampant inflation, and a looming recession have driven the survey's index down 37% versus a year ago.

Despite these dim consumer sentiments, the U.S. Bureau of Economic Analysis's July report shows that real personal consumption expenditures are pacing well above pre-Covid levels. According to Morgan Stanley research, consumers' ability to spend is being driven, in part, by a massive amount of excess savings accumulated over the course of the pandemic.

Earlier this year, based on per capita spending data from the National Retail Federation (NRF). Charlotte consumers were forecast to spend nearly $42.9 billion at retail this year. The current level of spending suggests that shoppers are on track to hit that number.

Of course, for local business owners to successfully compete for a share of this record spending requires marketing. By most key marketing metrics, the best way to advertise is on Charlotte radio. This is especially true among business owners who must limit the number of marketing channels that can be used because of economic restraints.

Of all media, advertising on the radio provides the greatest return on investment.

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Topics best way to advertise, consumer spending, radio advertising, roi, reach, reach & frequency, recession, advertising reach, advertising ROI, consumer confidence, inflation

Advertising On Charlotte Radio in 2022: Five Things to Know

Jul 20, 2022 8:39:36 AM / by Larry Julius

Local business owners have depended on Charlotte radio to market their goods and services since WBTthe 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 92,427 small business owners to create and maintain customers.

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

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, advertise on radio, radio commercials, radio listening, charlotte radio, advertising on radio, advertise on Charlotte radio, radio formats, who listens to radio, car radio, am/fm radio, online radio listening

Charlotte Radio Is The #1 Advertising-Supported Medium

Jul 6, 2022 3:32:45 PM / by Larry Julius

Local business owners have been advertising on Charlotte radio since WBT first signed-on in 1922.  But, back then, there were only two options for reaching a mass audience: newspapers and radio.

Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 1.5 million adults listen to a Charlotte radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.

A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.

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Topics radio advertising, reach, spotify, pandora, reach & frequency, streaming media, streaming audio, advertise on radio, advertising reach, sirius/xm, advertise on Charlotte radio, advertising options, apple, amazon

Advertise In Charlotte: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 8:32:49 AM / by Larry Julius

Despite an abundance of media options, Charlotte radio reaches the most consumers every week. 

According to Nielsen, every week 1.3 million adults tune in to their favorite Charlotte stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Charlotte radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 23.4% of all consumers who listen to a Charlotte radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 8.5% of a station's total audience is listening on a device other than a traditional receiver.

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Topics radio advertising, online advertising, digital advertising, streaming media, streaming audio, internet advertising, am/fm radio, online radio listening

Smart Speaker Usage in Charlotte: A Conversation With Alexa

Jun 23, 2022 12:09:50 PM / by Larry Julius

Me: Alexa, how many consumers In Charlotte have access to a smart speaker?

Alexa: According to a recent Nielsen study, 742,954 Charlotte adults own a smart speaker. This is 33.7% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Charlotte consumers likely to own?

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Topics smart speakers, google home, amazon echo, siri, alexa, advertise in charlotte, apple, amazon, advertising in Charlotte

Advertising On Charlotte TV: Where Have The Viewers Gone?

Jun 13, 2022 2:37:02 PM / by Larry Julius

During the past seven days. according to Nielsen, only 70.9% of local consumers tuned in to Charlotte television stations like WBTV, WSOC, WNSC, WCNC, and WJZY.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Charlotte 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 best way to advertise, small business, small business owner, television advertising, small business marketing, small business advertising, OTT, television, pay-tv, cable television, direcTV, satellite TV, CTV, svod, avod, cable tv, local television, streaming television, streaming TV

Advertising On Charlotte Radio Still #1 Way to Reach Consumers

Jun 8, 2022 9:48:12 AM / by Larry Julius

Every week, according to new Nielsen data, 1,767,280  adults tune in to a Charlotte radio station. This is more consumers than use social media, access local cable, watch broadcast TV, stream video channels, listen to streaming audio, read a newspaper, or download a podcast.

Based on per capita estimates from the National Retail Federation (NRF), Charlotte consumers are expected to spend between $42.2 and $43.1 billion at retail in 2022, a six to eight percent growth over the previous year. Utilizing radio's enormous advertising reach, local business owners can compel shoppers to spend this large pool of cash in their stores and on their websites.

The number of consumers reached is critical to the success of an advertising campaign.

According to a Nielsen study, after the actual content of the commercial message itself, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or even context. Charlotte radio provides local business owners with the most significant reach among consumers.

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Topics best way to advertise, small business, small business owner, roi, reach, return on investment, small business marketing, small business advertising, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, in-car audio, advertising ROI

Father's Day 2022: Charlotte Consumers Will Spend $170 Million

May 31, 2022 1:20:04 PM / by Larry Julius

Father's Day this year is on Sunday, April 19. Based on projections from the National Retail Federation (NRF), Charlotte shoppers are expected to spend $170.4 million on the dads in their life. This is on par with the record-breaking $171.2 million spent in 2021.

“Despite growing concerns about inflation, consumers plan to spend approximately the same amount as last year in celebration of Father’s Day,” NRF President and CEO Matthew Shay said. “Spending patterns also reflect the sentimental nature of the holiday as consumers are prioritizing unique and meaningful gifts.”

The NRF projects that nearly 60%, of all Father's Day purchases in Charlotte, will be for special outings, clothing, gift cards, and electronics. Although most category spending will be down slightly from last year, the amount of money spent on special outings such as dinner is expected to increase by over 8%.

Here is how this large pool of Father's Day cash in Charlotte is expected to be distributed in all retail categories.

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Topics best way to advertise, consumer spending, small business, small business owner, small business marketing, small business advertising, holiday advertising, holiday shopping, consumer confidence, advertising options, FATHER'S DAY, father

Television Advertising In Charlotte: What Are Consumers Watching?

May 11, 2022 1:33:53 PM / by Larry Julius

Every week, 2.1 million Charlotte consumers watch something on TV.

Not too many years ago, when a Charlotte consumer sat down to watch TV, the program options were limited to what was on WBTV, WSOC, WNSC, WCNC, WJZY, or, maybe, what was on a handful of cable channels.  That was then. This is now.

Today, according to Nielsen, each time a TV is turned on in a Charlotte living room, the viewer has more than 817,000 options not only from broadcast stations and cable systems, but also from streaming video platforms like Netflix, Hulu, Disney+, Peacock, YouTube, Amazon, Tubi, Crackle, and FreeVee.

Of course, Charlotte consumers don't even need to sit down in front of their big-screen LCD, anymore. Most of the 817,000 available programs can also be viewed on their computers, tablets, gaming devices, and smartphones. But as far as viewers are concerned, though, it's all just television.

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Topics television advertising, streaming media, television, pay-tv, cable television, direcTV, satellite TV, CTV, streaming video, svod, avod, cable tv, local television, streaming television, streaming TV

Charlotte Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 10:23:01 AM / by Larry Julius

Each week according to Nielsen, 1.9 million consumers tune in to a Charlotte radio station. This is significantly more adults than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

There are two traits Charlotte radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.3 different stations each week.

Second, and of particular importance to Charlotte small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.

Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, return on investment, small business marketing, small business advertising, retail spending, retail, retail sales, retail stores, retailer, consumer confidence

Advertise In Charlotte: How To Book Guests For A Podcast

Apr 26, 2022 1:26:05 PM / by Jason Muth

According to Nielsen, 96.0% of Charlotte adults have access to the internet. An online connection is all that is needed to listen to a podcast. In all 27.1% of consumers, in fact, do listen to podcasts every month. They listen while at home, commuting, at the gym, at work, at the local coffee shop, pretty much anywhere there is WIFI or good cell service.

Most likely, at one time or another, each of the 593,300 podcast listeners in the Charlotte area has thought to themselves, “I could do that. I could launch my own podcast.” This is theoretically true.

A quick Google search by aspiring Charlotte content producers will reveal which recording equipment to buy, how to edit shows, and how to post episodes for the world to hear on platforms like Apple Podcasts, Spotify Google, Stitcher, and Tune-In. The magic of being a successful podcaster, however, involves persistence, longevity, and consistently engaging content.

One element of podcasting that often adds dimension and perspective to new episodes is the use of podcast guests. Not only do guest experts supply engaging content, but usually they will participate in return for exposure without the need to shell out any cash.

But how does a Charlotte business small owner get started? It’s a very chicken-and-egg situation.

A podcaster first needs to publish episodes to demonstrate to potential guests that the podcast is worthy of their participation, especially because there are so many choices. Currently, there are over 2.4 million valid podcasts in Apple’s Podcast directory alone, according to podcast industry insights expert Daniel J. Lewis.

So, what separates podcasters who stick it out for the long haul from those who give up after just a few episodes?  One of the primary factors is the subject matter and the ability to book guests.

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Topics small business, small business owner, small business marketing, small business advertising, podcasts, podcasting

Mother's Day Spending In Charlotte Will Top $270 Million In 2022

Apr 21, 2022 5:53:07 PM / by Larry Julius

Eighty-four percent of all adults say they will celebrate Mother's Day in 2022. Based on per capita forecasts from the National Retail Federation (NRF), Charlotte consumers are expected to spend $270.1 million on the moms in their lives. This is a 13% increase over last year.

“Consumers are eager to find memorable ways to honor their mothers and other important women in their lives and are willing to spend a little extra on this sentimental holiday,” said NRF President and CEO Matthew Shay.

The NRF spending projections indicate that Charlotte consumers will spend $59.4 million on jewelry and another $44.9 million on special outings such as dinner or brunch. This will be the highest level of Mother's Day spending ever in these categories.

Here is how this large pool of Mother's Day cash in Charlotte is expected to be distributed by all retail categories.

The NRF research indicates that men will outspend women 3-to-1 this year on Mother's Day gifts. Most of these dollars will go towards presents for their moms, stepmoms, and wives.

Of all the money spent, Charlotte consumers are expected to spend 36% online, 30% at department stores, 27% at specialty stores, and 23% at local small businesses.

To compete for a share of record-high Mother's Day spending this year, local business owners will need to advertise. By most key marketing metrics, the best way to reach holiday shoppers is by advertising on Charlotte radio.

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Topics roi, reach, return on investment, retail spending, retail, reach & frequency, mother's day, retail sales, retail stores, retailer, advertising reach, holiday advertising, holiday shopping, advertising ROI

Advertising ROI: Charlotte Radio Best Choice For Retailers

Apr 14, 2022 10:34:49 AM / by Larry Julius

Charlotte-area consumers are expected to spend close to $42.9 billion at retail in 2022, based on per capita spending estimates from the National Retail Federation (NRF). This would be an eight percent increase versus 2021.

To capture significant shares of the increased retail spending, the 92,427 small business owners in the Charlotte area would typically invest in advertising. Persistent and pernicious inflation pressures, however, are starting to gnaw away at marketing budgets.

According to the National Federation of Independent Business Owners (NFIB), businesses cite inflation as their number one problem. For many Charlotte business owners, uncontrollable wholesale, transportation, and labor costs are forcing retailers to raise the prices they charge their customers. But, for many retail products, inflated retail prices can drive customers away. 

To limit consumer price increases and still make a profit, Charlotte business owners, then, are forced to cut expenses, including advertising and marketing. This means it is now imperative that the limited investments retailers can make in advertising must deliver the strongest returns possible. 

According to a recent study by Nielsen, advertising on Charlotte radio can provide the best return on investment (ROI) for local retailers.

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Topics roi, reach, return on investment, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, advertising ROI

Social Media Advertising In Charlotte: Should A Business Pay?

Apr 12, 2022 11:23:41 AM / by Ali Ahmed

According to Nielsen, 1.9 million adult consumers in Charlotte use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Charlotte business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Charlotte consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 77.6% of Charlotte consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics social media advertising, instagram, small business, small business owner, facebook, small business marketing, small business advertising, social media, facebook advertising, twitter

Advertise In Charlotte: Retail Spending To Top $42.2 Billion in 2022

Mar 21, 2022 4:46:23 PM / by Larry Julius

There are 92,427 small business owners in the Charlotte area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Charlotte-area consumers are expected to spend between $42.2 and $42.9 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Charlotte, could reach as high as $10.2 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year,  pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Charlotte business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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Topics best way to advertise, radio advertising, small business, small business owner, roi, reach, return on investment, small business marketing, small business advertising, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, advertising ROI

Advertise On Charlotte Radio: AM/FM Still Top Choice In Cars

Mar 17, 2022 9:46:09 AM / by Larry Julius

There are about 1,700,000 registered passenger vehicles in the Charlotte area. Some are cars. Some are trucks. Some are Hondas. Some are Fords. Some are Teslas. Some have four doors. Some have two. Some go fast. Some go slow. Some guzzle gas. Some sip. Some are red. Some are blue.

The one thing that almost every car and truck in the Charlotte area have in common, though, is the AM/FM radio smack-dab in the middle of the dashboard.

The first car radio went on sale in 1930. It was an invention of the Galvin Manufacturing Company. The company named the radio 'Motorola,' and its cost was $130, around $2000 in today's dollars. By 1935, more than three million car radios had been installed.

Today, AM/FM radio is part of every car and truck on Charlotte-area roads. In addition to the radio, many of these vehicles also provide drivers with other audio options, including a CD player, Sirius/XM, Pandora, Spotify, podcasts, and easy access to personal MP3 collections.

It is fair, then, for small business owners who depend on Charlotte radio to advertise their goods and services to ask: with all the audio options on today's dashboards, is anyone listening to local AM/FM radio in the car anymore?

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Topics best way to advertise, radio advertising, spotify, pandora, streaming media, streaming audio, automotive, in-car audio, sirius/xm, podcasts, share of ear, podcasting, car radio

How To Create A Podcast For A Charlotte Small Business

Mar 11, 2022 2:50:11 PM / by Jason Muth

If you're anything like the 1.9 million Charlotte consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 73% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Charlotte business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Charlotte with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics best way to advertise, small business, small business owner, online advertising, digital advertising, small business marketing, small business advertising, podcasts, internet, podcasting, internet advertising

Best Way To Fill Construction Job Openings In Charlotte

Mar 1, 2022 10:50:20 AM / by Larry Julius

Construction companies in the Charlotte area will need to recruit 5,539 blue-collar workers on top of the normal pace of hiring in 2022 to meet the demands of the current building market. These statistics are based on forecasts from Associated Builders and Contractors, Inc. (ABC), an association comprised primarily of U.S. firms that work in industrial and commercial construction sectors.

"The construction industry desperately needs qualified, skilled craft professionals to build America," said Michael Bellaman, ABC president and CEO. "The Infrastructure Investment and Jobs Act passed in November and stimulus from COVID-19 relief will pump billions in new spending into our nation's most critical infrastructure, and qualified craft professionals are essential to efficiently modernize roads, bridges, energy production, and other projects across the country. More regulations and less worker freedom make it harder to fill these jobs."

The construction industry's appetite for new hires in the Charlotte area will continue into 2023, according to ABC. It is expected that during that year,  an additional 5,028 blue-collar workers in addition to the normal pace of hiring.

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Topics best way to advertise, radio advertising, employment advertising, recruitment advertising, job posting sites, online job boards, blue collar, help wanted advertising, Zip Recruiter, passive job seekers, active job seekers, indeed, Monster.com, construction, radio recruitment advertising, hire qualified candidates, construction workers

Advertising In Charlotte: Don't Say 'March Madness'

Feb 21, 2022 2:01:58 PM / by Larry Julius

Right now, at least one of the 97,696 businesses located in the Charlotte area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Indian Trail might think it would be clever to use 'March Madness' in its commercials on Charlotte radio to promote a big spring sale. A non-profit in Matthews feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Rock Hill believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Charlotte small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics radio advertising, social media advertising, television advertising, online advertising, OTT, streaming media, streaming audio, CTV, streaming video, streaming television, internet advertising, display advertising, search engine marketing, SEM, streaming TV, copyright, trademark, intellectual property

How Much Time Do Charlotte Consumers Spend Watching Streaming TV?

Feb 17, 2022 8:05:30 AM / by Larry Julius

Every week, 1.4 million Charlotte area adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Charlotte consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.1% of Charlotte households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Charlotte consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, OTT, streaming media, cable television, CTV, streaming video, svod, avod, cable tv, streaming television, streaming TV

Best Way To Reach Likely Voters in 2022: Advertise On Charlotte Radio

Feb 11, 2022 11:30:55 AM / by Larry Julius

No matter which Charlotte television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on WBTV, WSOC, WNSC, WCNC, and WJZY the most effective way to reach likely voters in the Charlotte area? Or is advertising on cable channels provided by Spectrum, DISH, DirecTV, and Google Fiber the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Charlotte radio.

Every week, 1.2 million likely voters will listen to Charlotte radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

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Topics best way to advertise, radio advertising, television advertising, political advertising, cable television, voters, registered voters, likely voters, political rates, cable tv, local television, streaming television, democrat, republican

Advertising In Charlotte During A Time Of Inflation

Jan 26, 2022 3:47:27 PM / by Larry Julius

The current high rate of inflation is tempering how much Charlotte business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 92,000 small businesses in the Charlotte area. There is one thing each of the owners of the companies has in common, whether they own a hardware store in Indian Trail, a furniture store in Rock Hill, or a restaurant in Matthews, They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Charlotte area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Charlotte business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Charlotte radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, advertising options, inflation, advertising on a budget

Online Advertising In Charlotte: How Much Will Be Spent in 2022?

Jan 20, 2022 1:45:52 PM / by Larry Julius

Charlotte-area business owners are expected to spend $783 million advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Charlotte's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Charlotte area consumer is served more than 1700 of these ads per month.

Video advertising in Charlotte is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

So many Charlotte business owners are investing a large portion of their marketing budgets into online advertising because that's where their customers are.
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Topics social media advertising, millennials, online advertising, digital advertising, social media, streaming media, streaming audio, streaming video, ad spending, advertising options, streaming television, internet advertising, display advertising, search engine marketing, SEM

Recruitment Advertising In Charlotte: Best Way To Reach Job Candidates

Jan 7, 2022 1:56:03 PM / by Larry Julius

There are 92,427 small businesses in the Charlotte-Concord-Gastonia, NC-SC Metro Area, according to the US Census Bureau. Based on projections from the National Federation of Independent Business Owners (NFIB), nearly half of these companies have job openings they cannot fill.

As a result of the acute labor shortage, says the NFIB, 29% of small business owners rank the quality of labor as the most important problem they face. A year ago, only 21% said finding workers was their biggest issue.

The labor crunch in the Charlotte area is being driven, in big part, by a record-high number of employees voluntarily quitting their jobs. Just last month, according to the US Bureau of Labor Statistics, 4.5 million employees across the country left their current place of employment.

According to the Wall Street Journal, those who are not currently working say they are in no hurry to return to the workforce. The lack of urgency stems from five primary reasons:

  • 29% say they don't need to work right now because their spouse is employed
  • 28% say they cannot return to work because of care responsibilities at home
  • 25% say they don't need to return to work because they have a financial cushion
  • 20% say they are fearful of returning to work because of COVID-19
  • 5% say they do not need to return because of current unemployment benefits

There seems to be little chance that these resigned workers can be lured back into the labor force. Therefore, to fill open jobs, local business owners will need to focus their efforts towards recruiting among Charlotte's "passive" job candidates.

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Topics radio advertising, social media advertising, recruitment advertising, job posting sites, facebook advertising, online job boards, Zip Recruiter, passive job seekers, active job seekers, indeed, Monster.com, radio recruitment advertising

Advertise On Charlotte Radio? 5 Things Business Owners Get Wrong

Dec 30, 2021 1:47:27 PM / by Larry Julius

To ensure success, every Charlotte business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

There are dozens of ways for local small business owners to advertise. By most metrics, the best way to advertise is on Charlotte radio. These measures of effectiveness, however, are often obscured by the glimmer and glitz of newer technologies. 

To help reduce the glare that often blinds business owners to the potency of advertising on Charlotte radio, here are the top five things many local business owners get wrong.

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Topics radio advertising, advertise on radio, radio commercials, first radio station in Charlotte, radio history, radio listening, charlotte radio, advertising on radio, advertise on Charlotte radio, radio formats, who listens to radio, car radio

Advertise In Charlotte: Who's Watching The Local TV Stations?

Dec 22, 2021 9:22:58 AM / by Larry Julius

It wasn't too long ago when advertising on Charlotte television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by WBTV, WSOC, WNSC, WCNC, and WJZY has plummeted. In all only 71% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

The consumption of video content isn't diminishing among Charlotte consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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Topics television advertising, OTT, streaming media, television, pay-tv, cable television, direcTV, satellite TV, CTV, streaming video, svod, avod, cable tv, local television, streaming television

Charlotte Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 2:11:32 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Charlotte television, there were only a few options including, WBTV, WSOC, WNSC, WCNC, and WJZY. But slowly, the number of options expanded to include cable channels provided by Spectrum, DISH, DirecTV, and Google Fiber.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to North Carolina. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.1% of Charlotte households own a device capable of receiving streaming video.

In all, says Nielsen, 1.4 million consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many adults as local TV and local cable.

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Topics television advertising, online advertising, digital advertising, streaming media, television, pay-tv, cable television, CTV, streaming video, cable tv, advertise in charlotte, internet, local television, streaming television, internet advertising

Charlotte Radio Still Reaches More Consumers Than All Other Media

Dec 10, 2021 2:21:15 PM / by Larry Julius

When WBT-AM became Charlotte's first radio station in 1922, there was no Facebook, no Spectrum, no Sirius/XM, no Netflix, and no podcasts. It would be 27 years before there was even a local TV station.  Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 99 years, Charlotte business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Charlotte radio has helped North Carolina companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Charlotte radio is still the most used advertising medium.

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Topics best way to advertise, radio advertising, spotify, pandora, small business advertising, streaming media, streaming audio, advertise on radio, advertising reach, sirius/xm, podcasts, charlotte radio, advertise on Charlotte radio, advertising options, podcasting

Advertise In Charlotte: Top 5 Articles From 2021

Nov 29, 2021 10:55:05 AM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Charlotte consumers are on track to spend $38.8 billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Charlotte-area business owners are expected to spend $1.1 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many Charlotte business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInCharlotte.com.  

Here are the top five most-read articles on the site in 2021:

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Topics radio advertising, social media advertising, television advertising, co-op advertising, cooperative advertising, online advertising, digital advertising, small business advertising, employment advertising, recruitment advertising, endorsement advertising, facebook advertising, help wanted advertising, effective advertising, advertising on radio, holiday advertising, advertising ROI, advertise on Charlotte radio, advertise in charlotte, advertising options, inter advertising, how to advertise

What Are Charlotte Consumers Watching On TV?

Nov 18, 2021 1:07:15 PM / by Larry Julius

Every week, according to Nielsen, 2.5 million adult consumers in Charlotte watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Charlotte consumers have a gargantuan number of viewing choices. This includes programs from stations like WBTV, WSOC, WNSC, WCNC, and WJZY. Or maybe cable and satellite systems like Spectrum, DISH, DirecTV, and Google Fiber. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Charlotte consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Charlotte is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Charlotte adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics best way to advertise, television advertising, OTT, streaming media, television, pay-tv, cable television, direcTV, dish network, CTV, streaming video, cable tv, internet, local television, streaming television

Charlotte New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 10:02:58 AM / by Larry Julius

In 2020, there were 108,229 new cars and trucks registered in the Charlotte metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 249 new-car dealerships in North Carolina. Despite the pandemic, these dealers, including those in the Charlotte area, sold $28.2 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $17 billion in new car sales.

When it comes to buying new vehicles, Charlotte consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most Charlotte car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics best way to advertise, used vehicles, automotive, used cars, used trucks, in car aduio, vehicle traffic, in-car audio, charlotte radio, advertise in charlotte, who listens to radio, car radio, new cars

Does The Facebook Name Change Affect Charlotte Advertisers?

Oct 29, 2021 12:49:01 PM / by Larry Julius

Every month, 1.7 million adults in Charlotte use social media, according to Nielsen. Seventy-six percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Charlotte than watch local TV stations and cable channels. Only Charlotte radio reaches more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Charlotte-area businesses are expected to spend $248 million on social media advertising, a 31.7% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Charlotte businesses that advertise on Facebook?

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Topics social media advertising, instagram, facebook, social media, facebook advertising, twitter, charlotte radio, LinkedIn, metaverse, meta

Best Way To Reach Charlotte's Holiday Shoppers In 2021

Oct 26, 2021 1:45:06 PM / by Larry Julius

Attention Charlotte small business owners and retailers: nearly half of holiday shoppers are already spending money. According to the National Retail Federation, 49% of consumers will start their Christmas season shopping before Hallowe'en. 

Consumers plan to spend $997.73 on gifts, holiday items, and other non-gift purchases for themselves and their families this year, according to the annual survey released today by the NRF and Prosper Insights & Analytics.

In all, based on forecasts from Deloitte, the world's largest accounting firm, Charlotte consumers are expected to spend between $10.9 and $11.1 billion during the holiday shopping period. This would be a 7-9% increase over 2020.

"We anticipate strong consumer spending for the upcoming holiday season. As vaccination rates rise and consumers are more comfortable being outside of the home, we are likely to see increased spending on services, including restaurants and travel, while spending on goods will continue to hold steady. A steady decline in the savings rate to pre-pandemic levels will support consumer spending and keep retail sales elevated this season," said Daniel Bachman, Deloitte's U.S. economic forecaster. "Further, e-commerce sales will continue to grow as consumers demonstrate an ongoing and steady movement toward buying online across all categories."

Charlotte retailers are noticing that the opening bell for holiday shopping has rung earlier than ever for local shoppers.

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Topics small business, small business owner, roi, return on investment, small business marketing, small business advertising, retail spending, retail, parent, children, retail sales, retail stores, retailer, millennial parents, holiday advertising, holiday shopping, christmas, advertising ROI, online shopping, shopping

Advertise In Charlotte: In-Store Shopping Exceeds Pre-COVID Level

Oct 19, 2021 4:46:42 PM / by Larry Julius

Charlotte consumers are on track to spend more than $38.8 billion at retail this year, based on projections by the National Retail Federation (NRF). Spending is expected to be 13.5% higher than last year.  

Some Charlotte small business owners, though, are wondering if the spread of the Delta Variant may slow spending if consumers sense pressure on their own financial security. Shoppers, however, don't see it that way.

New research from Nielsen indicates that 82% of consumers believe their household finances will either remain the same or improve during the upcoming months.

The Nielsen study has another finding that Charlotte business owners will find promising. Consumers are more likely to shop locally than they did before the onset of the pandemic, although in different ways.

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Topics best way to advertise, consumer spending, roi, return on investment, retail spending, retail, retail sales, retail stores, retailer, advertising ROI, shopping

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