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Larry Julius


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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

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

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

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

Who Listens To Podcasts in Charlotte?

Oct 11, 2021 7:05:00 AM / by Larry Julius

According to Nielsen, 612,792 Charlotte consumers listened to or downloaded a podcast during the past 30 days. This is 28.1% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Charlotte consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Charlotte consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics best way to advertise, online advertising, digital advertising, streaming media, streaming audio, smart speakers, in-car audio, podcasts, charlotte radio, internet, podcasting

Advertising On Charlotte Radio: How Smart Speakers Add Value

Sep 28, 2021 11:47:59 AM / by Larry Julius

Since 1922 when WBT-AM first signed on, local small business owners have been advertising on Charlotte radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 663.403 consumers in Charlotte have a smart speaker in their homes, according to Nielsen. This is 30.4% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Charlotte consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Charlotte radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics radio advertising, small business, small business owner, online advertising, small business marketing, small business advertising, streaming media, streaming audio, smart speakers, google home, amazon echo, siri, effective advertising, radio listening, alexa, how to advertise, apple

Best Way To Reach Charlotte Halloween Shoppers

Sep 23, 2021 12:23:41 PM / by Larry Julius

Charlotte business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), Charlotte consumers are expected to spend a record $86,409,813 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

Charlotte small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Topics best way to advertise, radio advertising, roi, return on investment, retail spending, retail, children, retail sales, retail stores, retailer, halloween, advertising ROI, pet owners

Streaming Video Terms For Charlotte Small Business Owners

Sep 20, 2021 5:14:50 PM / by Larry Julius

Charlotte business owners are expected to spend $167,546,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 21% higher than in 2020.

Streaming video advertising expenditures are accelerating as Charlotte consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Charlotte, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics television advertising, online advertising, digital advertising, OTT, streaming media, streaming audio, cable television, CTV, streaming video, cable tv, advertise in charlotte, local television, streaming television, inter advertising

How To Fill Open Jobs In Charlotte

Sep 10, 2021 3:07:08 PM / by Larry Julius

According to the US Census Bureau, there are 97,696 businesses in the Charlotte area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Charlotte as well as Davidson, Indian Trail, Rock Hill, Gastonia, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit Charlotte workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many Charlotte workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 1.1 million passive job seekers in Charlotte.

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Topics best way to advertise, radio advertising, employment advertising, recruitment advertising, white collar, blue collar, Zip Recruiter, indeed

B2B Advertising: Why Job Sites Depend On Charlotte Radio

Sep 2, 2021 11:40:21 AM / by Larry Julius

If you were one of the 1.9 million adults who tuned in to Charlotte radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased 1,137 advertisements to air on local stations during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Charlotte radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Charlotte radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Charlotte radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics best way to advertise, radio advertising, small business, small business owner, small business marketing, small business advertising, recruitment advertising, b2b advertising, business-to-business advertising, Zip Recruiter, indeed, advertising options

Who Listens To Charlotte Radio Stations Online?

Aug 27, 2021 11:49:12 AM / by Larry Julius

When Charlotte's first radio station, WBT, began broadcasting on March 18, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Charlotte, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Charlotte consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Charlotte radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 32.2% 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. 

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Topics best way to advertise, radio advertising, online advertising, streaming media, streaming audio, smart speakers, advertise on Charlotte radio, internet, advertising options

Advertising On Charlotte Radio: The 3 Frequency Myth

Aug 18, 2021 2:41:36 PM / by Larry Julius

Every week, according to Nielsen, Charlotte radio reaches 1.9 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 Charlotte radio to successfully market the products and services they sell.

Many first-time advertisers on Charlotte 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 small business, small business owner, reach, frequency, small business marketing, small business advertising, reach & frequency, advertising reach, effective advertising, effective frequency

Best Way To Advertise In Charlotte With A Limited Budget

Aug 10, 2021 7:10:00 AM / by Larry Julius

To maximize 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.”

According to the US Census Bureau, there are 92,497 small businesses in the Charlotte area. This geography includes Charlotte, Concord, Gastonia, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Charlotte is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Charlotte radio is the best option.

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

Back To School Shopping: Charlotte Businesses Expect Record Sales

Jul 29, 2021 12:17:58 PM / by Larry Julius

There are 448,600 school-aged children in the Charlotte area.  Based on forecasts from the National Retail Federation (NRF), local parents are expected to spend a record $316 million to prepare these kids to return to the classroom this fall. 

Overall, the NRF expects back-to-school shoppers to spend almost 10% more in 2021 than they did last year.

“The pandemic forced parents and their school-aged children to quickly adapt to virtual learning, and they did it with an incredible amount of resolve and flexibility,” NRF President and CEO Matthew Shay said. “We enter the new school year with plans to return to the classroom and retailers are prepared to help Americans find and purchase whatever they need to make this transition as seamless as possible.”

According to the NRF, more than 51% of parents have already started buying for their K-12 students.  But, for Charlotte business owners there is still time to benefit.

The NRF reports that nearly 76% of K-12 shoppers are still waiting on lists of school supplies needed. On average, consumers have only completed 18% of the shopping.

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Topics best way to advertise, retail spending, retail, parent, children, retail sales, retail stores, retailer, back to school, millennial parents

Advertising In Charlotte: Five Amazing Facts About Local Radio

Jul 23, 2021 8:53:34 AM / by Larry Julius

Advertising is crucial to the success of Charlotte business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Charlotte business owners are expected to spend $1.03 billion to advertise the goods and services they sell. This represents a 7.9% increase versus last year.

The majority of these dollars are being spent by Charlotte business owners to capture a significant share of the $38.8 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Charlotte radio. Here are the top five reasons why...

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Topics best way to advertise, radio advertising, small business, small business owner, millennials, roi, reach, return on investment, small business marketing, small business advertising, reach & frequency, advertising reach, radio commercials, time spent listening, advertising ROI

How Often Are Charlotte Consumers Online?

Jul 15, 2021 3:25:03 PM / by Larry Julius

Almost 96% of Charlotte adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow North Carolina consumers to go online whenever they choose, which, for some adults, is always.

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 total, 85% of consumers say they connect at least one time every day.

So, how are Charlotte consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Charlotte consumers each month.

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Topics best way to advertise, social media advertising, small business, small business owner, online advertising, small business marketing, small business advertising, OTT, streaming media, streaming audio, CTV, streaming video, svod, avod, online shopping

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