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Advertising In Charlotte: Top 5 Articles From 2020

Dec 8, 2020 1:28:47 PM / by Larry Julius

How To Advertise In CharlotteAs the pandemic rages on, advertising is no longer a luxury for the 92,000 small businesses in the Charlotte-Concord-Gastonia, NC-SC metro area. Advertising has become a tool for survival.
As cash becomes precious, though, Charlotte area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
To make the best advertising choices, thousands of local business owners have sought advice and direction from  Here is a recap of the top 5 articles read on the site during 2020.

Advertising In Charlotte: OTT & CTV Viewing Soars

Sep 4, 2020 2:46:01 PM / by Larry Julius
Advertising On Charlotte TV: OTT/CTV

Advertising on Charlotte television and cable is becoming less attractive to local business owners as viewers rapidly defect to alternative video entertainment sources including, Netflix, YouTube, Hulu, Amazon and Disney+.

Collectively these streaming services are referred to as Over-The-Top Television (OTT) and Connected-TV (CTV). Viewers can only access this OTT and CTV content via smartphone, tablets, computers, smart-TVs, Amazon Fire Sticks, and Roku Sticks, Nielsen reports that 92.3% of Charlotte adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 43.4% of all Charlotte consumers every week.

OTT and CTV Advertising Charlotte

Although both broadcast and cable TV still maintain a reach advantage, the amount of time consumers are spending with OTT and CTV programming is staggering.

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Advertise in Charlotte: View Success Guide

Who Listens To Commercials On Charlotte Radio?

Apr 22, 2020 10:32:49 AM / by Larry Julius

Charlotte Small Business Advertising: RadioEvery week, 1,827,300 adult consumers tune-in to a Charlotte radio station. That is way more than are reached by other media, including local television, newspaper, social media, or streaming audio sites like Pandora and Spotify.

A more significant number for thousands of North Carolina small business owners who advertise on Charlotte radio is how many of these listeners stick around when their commercials come on.

A 2011 Nielsen study discovered that, on average, 93% of listeners stayed with the radio station they are tuned-to when the commercials come on. That number amazed many advertisers at the time who believed that audiences were far more likely to defect when the music stopped.

A lot has changed since 2011. Charlotte area consumers have many more media options and can instantly connect to each  with a button-push, mouse-click, screen-tap, or voice command. With all of these choices, do radio audiences still stay tuned during commercial breaks?

According to a new study from the Journal of Advertising Research,  audiences in 2020 are more than twice as likely to stick with the radio station they are tuned to during commercials than they were nine years ago.

In the current study, the authors combined portable people-meter data ratings to measure loss of audience during advertising. They discovered a new benchmark of 3% for avoidance of radio advertising.

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Newspaper Advertising In Charlotte: Advice For Small Business Owners

 Oct 14, 2020 3:53:37 PM / by Larry Julius

Advertise In The Charlotte ObserverCharlotte area business owners are expected to spend $51.3 million on newspaper advertising in 2020. This will be 31% fewer dollars than were spent in 2019, according to a study by Borrell Associates, a company that analyzes local media expenditures across the country.

Of course, the pandemic is part of the reason advertising revenues have plummeted at Charlotte newspapers. But, the more significant factor is the sustained erosion of readership.

For example, between October 2017 and March 2019, the Monday-Saturday circulation of the Charlotte Observer has decreased by 35%. The Sunday edition suffered a 34% decrease.

Newspaper Advertising In Charlotte Charlotte Observer Circulation

Among all advertising media available to small business owners, newspaper's ability to reach adult consumers now lags significantly behind Charlotte radio, cable, broadcast TV, and social media.

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What Is The Best Way To Reach Online Shoppers In Charlotte?

 Nov 17, 2020 9:48:05 AM / by Larry Julius


Advertise In Charlotte Reach Online ShoppersCharlotte shoppers are expected to spend a record $6.7 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.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 80.8% of Charlotte consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

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Advertising In Charlotte: Radio Listening Unchanged From Year Ago

Aug 10, 2020 7:01:00 AM / by Larry Julius

During July, 943,600 adult radio-listeners spent two hours per day listening to their favorite Charlotte radio stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains unchanged compared to a year ago.

Advertising On Charlotte Radio Time Spent Listening

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would decrease. That, however, was not the case.

In July of 2019, according to Nielsen, 29.6% of radio listening occurred at home. During July of this year, in-home listening jumped to 35.2%. Despite the reduction in out-of-home activities, though, consumers still spent the exact amount of time listening to Charlotte radio.

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Topics: radio advertising, small business, small business owner, television advertising, newspaper advertising, newspaper readers, small business marketing, small business advertising, OTT, television, pay-tv, cable television, radio listening, CTV, svod, avod, cable tv, 2020

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