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Charlotte Radio Is The #1 Advertising-Supported Medium

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

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

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

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

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

Advertise 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

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

Why Audio Advertising In Charlotte Drives Purchase Decisions

Apr 8, 2021 11:35:17 AM / by Larry Julius

Charlotte consumers are expected to spend nearly 7% more at retail in 2021 than in 2020. This forecast is based on recently released data from the National Retail Federation.

To lay claim to a significant share of growing consumer spending, North Carolina retailers will need to advertise.

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

“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."

Scientifically speaking, the fastest way a marketing message can reach the areas of a Charlotte consumer's brain responsible for purchase decisions is through the ear.  That's why audio advertising can be far more potent than visual messaging.

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Topics best way to advertise, radio advertising, small business, small business owner, spotify, pandora, small business marketing, small business advertising, retail spending, retail, streaming audio, retail sales, retail stores, retailer, sirius/xm, podcasts

Advertising In Charlotte: Radio Listening Unchanged From Year Ago

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

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

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

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

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Topics best way to advertise, radio advertising, small business, small business owner, spotify, pandora, small business marketing, small business advertising, corona, coronavirus, covid 19, advertise on radio, sirius/xm, podcasts

Who Listens To Commercials On Charlotte Radio?

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

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

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

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

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

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Topics best way to advertise, radio advertising, social media advertising, instagram, small business, small business owner, television advertising, newspaper advertising, facebook, spotify, pandora, online advertising, social media, streaming audio, button pushing

Retail Boom: How Your Charlotte Small Business Can Benefit

Feb 28, 2020 9:33:47 AM / by Larry Julius

Retailers in the Charlotte area rang-up $49,607,009,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $2.1 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require Charlotte small business owners to advertise.

“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.”  

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, reach, spotify, pandora, online advertising, digital advertising, retail spending, retail, store traffic, retail sales

Advertise In Charlotte: Reaching Millennial Parents

Feb 20, 2020 9:12:00 AM / by Larry Julius

How quickly the millennials have grown up.

According to Nielsen, 51% of all Charlotte area parents with children under the age of 18 are millennials.  

From the time their kids are born until they reach they are 17, these young parents will spend, on average, $233,000 per child. This does not include the cost of college.

Currently, there are 566,078 children under the age of 18 living in the Charlotte metro area. That makes the local parenting economy worth upwards of $131 billion. These dollars are being spent, among other things, on diapers, daycare, transportation, toys, education, electronics, clothing, and health care.

For North Carolina small business owners interested in competing for a substantial portion of this multi-billion dollar pool of parental cash, they must advertise to millennial moms and dads. By almost any measurement, advertising on Charlotte radio is the best way to reach this audience.

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Topics best way to advertise, consumer spending, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, spotify, pandora, parent, children

A Small Business Builds Its Brand With Advertising On Charlotte Radio

Feb 18, 2020 7:16:00 AM / by Larry Julius

"In the 24 years I have owned my business, I never advertised," says Andy Huneycutt, founder of Indian Trail based Huneycutt Mechanical Services. "But last year I realized my company was standing still. So, we started advertising on Charlotte radio."

"I did a lot of research," he says, "and I found out that the most successful local companies were investing 8-10% of their gross sales back into advertising. They would do this consistently every year. The more money they made, the more they would advertise."

"As I was growing closer to retirement, I had to ask myself if I could really afford to invest that kind of money into advertising," he says.  "Then, I looked at the commitment my son made to take over the business in a few years and realized I couldn't afford not to advertise."

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, spotify, pandora, online advertising, branding, Heating, brand building, homeowners, HVAC, Cooling

Advertising In Charlotte: Reach Mother's Day Shoppers

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

As Valentine's Day sales begin to dwindle, that's when Charlotte small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, Charlotte area consumers spent more than $213-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Charlotte radio is the best choice.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, newspaper advertising, facebook, spotify, pandora, online advertising, digital advertising, retail spending, retail, social media, restaurant, mother's day

Smart Speakers: What Charlotte Consumers Are Listening To

Feb 3, 2020 9:09:00 AM / by Larry Julius

Over 500,000 consumers in the Charlotte are now own a smart speaker. Ownership of these devices, including Amazon Echo and Google Home, has grown five-fold since the beginning of 2017.

According to Adobe Analytics, significantly  more consumers are asking Siri and Alexa to play music than any other activity.

Many North Carolina small business owners depend on local radio to advertise their goods and service. So, how does the use of smart speakers as an audio device affect their radio advertising's ability to reach local consumers? The answer is: none at all.

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Topics radio advertising, small business, small business owner, spotify, pandora, streaming media, streaming audio, smart speakers, google home, amazon echo, alexis, siri

What Is The Best Way To Advertise In Charlotte?

Dec 23, 2019 6:28:32 PM / by Larry Julius

If you don't have time to read this entire article, then I will tell you right now. The best way to advertise in Charlotte is on local radio.

A vital function of advertising is to build mental availability, which nudges a consumer toward the purchase of a product or service. It also serves to provide public notice that a product or service exists and is available for purchase.

Consumers in the Charlotte area are expected to spend at least $50 billion at retail this year. To claim a greater share of this giant pool of cash requires local business owners of every size to advertise their goods and services. As Professor Jef Richards at Michigan State University points out, “Advertising is totally unnecessary…unless you want to make money."

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Topics best way to advertise, radio advertising, social media advertising, small business, small business owner, television advertising, newspaper advertising, facebook, millennials, roi, reach, spotify, return on investment, pandora

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