“Back-to-class shopping is one of the most important consumer shopping occasions of the year," says Matthew Shay, President and CEO of the National Retail Federation (NRF). "Our research for 2023 shows American consumers are eager to jumpstart their back-to-school and college purchases early."
Based on per capita spending estimates from the NRF, Charlotte area parents are expected to spend a record $369,832,349 to prepare more than 448,600 children returning to grades K-12. These expenditures will exceed 2022 back-to-school sales by 12.5%
Expenditures to equip K-12 students in the Charlotte area will be on:
- Clothing: $135.4 million
- Shoes: $106.9 million
- Supplies: $69.5 million
- Electronics: $57.9 million
In addition to expenditures for K-12, $837.7 million is expected to be spent in the Charlotte area to prepare college students for their return to campus. This is 27% more than was spent last year. Another record.
The biggest spending categories to equip Charlotte area college students in 2023 will include:
- Electronics: $206.7 million
- Dorm/Apartment Furniture: $116.7 million
- Clothing: $111.4 million
- Food Items: $92.6 million
In order to capture the largest portion of this record back-to-class cash, Charlotte small business owners will need to fight to keep these dollars local. According to the NRF, a painful majority of shoppers plan to buy online and in department stores. While only 13-15% of consumers plan to buy locally.
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education
Local businesses have been marketing their goods and services on Charlotte radio since March 18, 1922. That's when the Federal Radio Commission granted a license to the Southern Radio Corporation with the randomly assigned call sign, WBT.
From studios located in the Realty Building located at the corner of Trade and Tryon, WBT began broadcasting music from phonograph records for two hours each day. The station's early broadcasts were heard by about 22,000 people using hand-built radio receivers.
Who could have guessed that 102 years later, advertising on Charlotte radio would still be the best advertising option for all types of retailers and business owners.
Nowadays, according to Nielsen, Charlotte radio reaches 1,983,988 adult consumers. This reach is significantly higher than all other advertising options including local TV, cable, social media, streaming video, online audio, and newspapers.
Reach, according to Nielsen, is the audience metric most responsible for driving the success of an advertising campaign. Only the message itself carries more sway.
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share of ear,
advertising options,
online radio listening
Father's Day, this year, is June, 18. To celebrate the dads in their lives, 1.9 million Charlotte area consumers are expected to spend a record $251.1 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.
“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”
The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.
Overall 80% of all Father's Day spending will be concentrated into four gift categories:
- Special Outing: $85.4 million
- Clothing: $38.3 million
- Gift Cards: $30.6 million
- Electronics: $28.5 million
- Personal Care: $18.6 million
The remainder of the retail dollars Charlotte consumers spend will be for personal care, tools/appliances, sporting goods, greeting cards, and books/CDs.
The challenge for Charlotte area retailers, however, is keeping a significant share of these Father's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 81% of all spending.
To earn a larger share of Father's Day spending, local small business owners will need to advertise to convince Charlotte consumers of the benefits of buying from local retailers. By almost every marketing metric, the best way to advertise is on Charlotte radio.
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FATHER'S DAY,
father
There are 92,427 small businesses in the Charlotte-Concord-Gastonia, NC-SC Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $56.2 billion of local retail spending expected to occur in 2023.*
To capture the largest share of this giant pool of consumer cash, Charlotte small business owners will need to consider advertising.
"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."
One of the best ways to advertise in Charlotte may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.
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who listens to radio,
advertising in Charlotte,
am/fm radio
Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 1.9 million adult consumers in the Charlotte area plan to celebrate the occasion.
Between now and that special Sunday in May, the NRF expects a record $391.3 million to be spent in Charlotte to honor all the different moms in consumers' lives. Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).
Comparatively speaking, Charlotte area consumers will spend 12.6% more to celebrate Monther's Day this year than they did in 2022, which was also a record year.
“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”
Almost half of all Mother's Day spending in the Charlotte area will fall into three categories:
- Jewelry: $85,494,709
- Special Outing: $61,380,817
- Electronics: $43,843,411
The other half of Mother's Day spending includes purchases of gift cards, clothing, flowers, personal services, housewares, books, and greeting cards.
The challenge for Charlotte area retailers, however, is keeping a significant share of these Mother's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 68% of all spending.
To earn a larger share of Mother's Day spending, local small business owners will need to advertise to convince Charlotte consumers of the benefits of buying from local companies. By almost every marketing metric, the best way to advertise is on Charlotte radio.
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working mothers,
holiday advertising,
holiday shopping,
advertising ROI
According to Nielsen, 1,983,988 adults tune in to their favorite Charlotte radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.
Charlotte radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $56.2 billion dollars consumers are expected to spend at retail this year.
However, other local small business owners may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Charlotte.
Here are four more facts about AM/FM radio that may surprise many local marketers.
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Despite high-interest rates, inflation, and recession fears, Charlotte-area consumers are expected to spend between $56.2 and $57.3 billion dollars at retail in 2023, according to recent per capita forecasts based on a survey by the National Retail Federation. This will be a 4-6% increase over 2022.
“In just the last three years, the retail industry has experienced growth that would normally take almost a decade by pre-pandemic standards,” NRF President and CEO Matthew Shay said. “While we expect growth to moderate in the year ahead, it will remain positive as retail sales stabilize to more historical levels."
The challenge for Charlotte area retailers, however, is keeping a significant share of these dollars in local cash registers. According to the NRF, the amount of money spent online and non-store options will increase by 10-12%. This is nearly twice the growth rate of all 2023 retail dollars and translates to more than a $5.6 billion dollar outflow.
To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Charlotte consumers of all the benefits of buying from local companies. By almost every marketing metric, the best way to advertise is on Charlotte radio.
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advertising ROI
More than 1.8 million Charlotte area consumers are expected to celebrate Easter in 2023, according to per capita forecasts from The National Retail Federation. In all, the NRF predicts $263 million will be spent this year.
Not only will spending on Easter in Charlotte top last year's take by 16%, but it will also blow past the spending record of $237 million set in 2021.
“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”
According to the NRF forecasts, here's how Charlotte consumers are expected to spend their Easter Holiday cash:
- Food: $80.0 million
- Clothing: $43.8 million
- Candy: $41.6 million
- Gifts: $36.1 million
- Flowers: $19.7 million
- Decorations: $19.1 million
- Greeting Cards: $10.9 million
- Other: $9.8 million
There is one obstacle, however, between small business owners and this gargantuan pool of Easter cash.
According to the NRF, the vast majority of Easter shopping will be spent at discount stores, box stores, and online. Only 22% of spending will occur at local small businesses.
To Keep more of this cash in the Charlotte area, retailers will need to advertise to convince consumers of the values and benefits of buying from local small business owners. According to most marketing metrics, the best way to advertise in Charlotte is on local radio.
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holiday shopping
Every week, according to Nielsen, Charlotte radio reaches 1,983,988 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.
Reach, though, is only one component used to calculate ratings. The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.
For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.
In the Charlotte area, there are 1,425,172 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.
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streaming television,
streaming TV,
am/fm radio
Charlotte radio reaches more local consumers each week than any other advertising medium.
According to Nielsen, 1,983,988 adults tune in to their favorite AM/FM stations every week. This is significantly more consumers than are reached by Charlotte TV, cable, streaming video, streaming audio, social media, or newspapers.
AM/FM radio's dominance among local consumers is driven, in large part, by the 2.5 million Charlotte area adults who take to the road in their car or truck every week, according to Neilsen.
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car radio,
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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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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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Local business owners have depended on Charlotte radio to market their goods and services since WBT, the 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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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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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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retail stores,
retailer,
advertising reach,
in-car audio,
advertising ROI
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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holiday shopping,
consumer confidence,
advertising options,
FATHER'S DAY,
father
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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retail stores,
retailer,
consumer confidence
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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retail,
reach & frequency,
retail sales,
retail stores,
retailer,
advertising reach,
advertising ROI
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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in-car audio,
sirius/xm,
podcasts,
share of ear,
podcasting,
car radio
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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internet,
podcasting,
internet advertising
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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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
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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political rates,
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democrat,
republican
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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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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charlotte radio,
advertise on Charlotte radio,
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podcasting
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:
- Over-the-air...including all broadcast channels
- Cable...including all premium and non-premium programming
- 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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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
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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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
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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best way to advertise,
consumer spending,
roi,
return on investment,
retail spending,
retail,
retail sales,
retail stores,
retailer,
advertising ROI,
shopping
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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best way to advertise,
online advertising,
digital advertising,
streaming media,
streaming audio,
smart speakers,
in-car audio,
podcasts,
charlotte radio,
internet,
podcasting
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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best way to advertise,
radio advertising,
roi,
return on investment,
retail spending,
retail,
children,
retail sales,
retail stores,
retailer,
halloween,
advertising ROI,
pet owners
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
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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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
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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best way to advertise,
radio advertising,
online advertising,
streaming media,
streaming audio,
smart speakers,
advertise on Charlotte radio,
internet,
advertising options
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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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
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 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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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
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
Earlier this year, based on projections from The National Retail Federation, Charlotte-area consumers were expected to spend more than $36.8 billion at retail this year, a 6.5% increase versus 2020. New data, however, indicates spending will be remarkably higher.
The NRF revised its data this month, and now expects annual growth of 10.5% to 13.5%. Based on these revisions, the Charlotte area retail economy could now top $38.8 billion. Excellent news for North Carolina small business owners.
“The economy and consumer spending have proven to be much more resilient than initially forecasted,” NRF President and CEO Matthew Shay said. “The combination of vaccine distribution, fiscal stimulus, and private-sector ingenuity have put millions of Americans back to work. While there are downside risks related to worker shortages, an overheating economy, tax increases and over-regulation, overall households are healthier, and consumers are demonstrating their ability and willingness to spend. The pandemic was a reminder how essential small, mid-size and large retailers are to the everyday lives of Americans in communities nationwide.”
To put in historical context for Charlotte small business owners, Mr. Klenhenz noted that he anticipates the fastest growth the U.S. has experienced since 1984. The reopening of the economy has accelerated much faster than most had believed possible a year ago.
To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach area consumers is by advertising on Charlotte radio.
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Topics
best way to advertise,
radio advertising,
small business,
small business owner,
roi,
small business marketing,
small business advertising,
retail spending,
retail,
retail sales,
retail stores,
retailer,
advertising ROI
Since March 2020, when the first case of COVID-19 was reported in the Charlotte area, more than 307,012 local people have been infected, according to data collected by USA Facts. The measures imposed to contain the outbreak have transformed the way consumers work, shop, commute, and conduct the business of everyday life.
One aspect of daily life in Charlotte that remains little changed due to the pandemic is radio listening. Despite the Coronavirus crisis, radio has held its long-held position as the most used of all local media. This is good news for area business owners who depend on radio for marketing their goods and service.
Each week, according to Nielsen, 1.9 million adult consumers tune-in to a Charlotte radio station. This is significantly more people than are reached by all other local advertising options, including TV, cable, streaming video, streaming audio, social media, and newspapers.
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best way to advertise,
radio advertising,
small business,
small business owner,
roi,
return on investment,
small business marketing,
small business advertising,
radio listening,
listening location,
time spent listening,
advertising ROI
According to Nielsen, 2.1 million adults in the Charlotte area have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 11.08 hours per week online.
Charlotte millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Charlotte's 25-39-year-old consumers are clocking 13.99 hours connected to the internet.
So, how are Charlotte consumers spending their time online?
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,
online advertising,
digital advertising,
OTT,
social media,
streaming media,
streaming audio,
streaming video,
online shopping,
internet
In 2021, according to Nielsen, 165,302 Charlotte area homeowners are expected to spend $1.3 billion on kitchen and bathroom remodeling. This would be an increase of 16.8% increase over last year. Sales estimates are based on data from The National Kitchen & Bath Association (NKBA).
Because of the ongoing pandemic, 1.4 million homeowners from Rock Hill to Moorseville are in the process of reassessing their living spaces.
According to the NKBA, homeowners cite the kitchen and bath areas as two times more important than other spaces within the home, and the kitchen particularly gained status throughout the COVID-19 pandemic, with 70% of homeowners considering it extremely important compared to 64% before the crisis.
“After such a strong year for home remodeling in 2020, some wondered if we were approaching a home improvement spending ‘cliff.’ We’re pleased to say that’s not what the kitchen and bath market is expecting in 2021,” said Bill Darcy, NKBA CEO.
“Last year, homeowners started the work of improving their living spaces with DIY projects. And this year, with early distribution of the vaccine and other measures to reduce the public health impact of the virus, we expect to see continued renovations and more projects requiring our members.”
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Topics
best way to advertise,
consumer spending,
radio advertising,
homeowners,
home values,
Remodeling,
contractors,
home improvement,
construction