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Charlotte Back To School Shopping To Top $369.8M in 2023

Jul 15, 2023 12:28:49 PM / by Larry Julius

“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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Topics best way to advertise, roi, reach, return on investment, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, back to school, advertising ROI, education

Advertising In Charlotte: Why Radio Is Still The Best Option

Jun 23, 2023 11:49:55 AM / by Larry Julius

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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Topics best way to advertise, small business owner, reach, small business marketing, small business advertising, reach & frequency, streaming media, streaming audio, advertising reach, radio listening, share of ear, advertising options, online radio listening

Lessons A Charlotte Business Can Learn From World's Biggest Advertiser

May 12, 2023 11:07:12 AM / by Larry Julius

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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Topics best way to advertise, radio advertising, reach, reach & frequency, advertise on radio, advertising reach, radio commercials, radio listening, advertising on radio, advertise on Charlotte radio, who listens to radio, advertising in Charlotte, am/fm radio

Advertising In Charlotte: Mother's Day Spending Will Set Record

Apr 29, 2023 10:43:59 AM / by Larry Julius

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:

  1. Jewelry: $85,494,709
  2. Special Outing: $61,380,817
  3. 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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Topics best way to advertise, roi, reach, return on investment, retail spending, retail, reach & frequency, mother's day, retail sales, retail stores, retailer, advertising reach, working mothers, holiday advertising, holiday shopping, advertising ROI

Advertise In Charlotte: Retail Sales To Exceed $56.2 Billion in 2023

Apr 10, 2023 3:27:45 PM / by Larry Julius

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

In-Car Listening Drives Charlotte Radio To The Top

Mar 14, 2023 9:53:33 AM / by Larry Julius

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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Topics best way to advertise, reach, reach & frequency, streaming media, streaming audio, smart speakers, advertising reach, in car aduio, in-car audio, car radio, am/fm radio

Best Way To Advertise In Charlotte: Furniture & Mattresses

Feb 22, 2023 2:30:37 PM / by Larry Julius

Over the next 12 months, according to Nielsen, 371,860 Charlotte area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $1.11 billion during 2023, a $20.1 million dollar increase over 2022.

Although the forecast growth of furniture and bedding sales is expected to moderate a bit versus 2021, what retailer would not want to grab a share of the multi-million dollar category growth this year?

To capture a bigger share of the increased spending on chairs, couches, beds, tables, and mattresses will require local stores to invest in marketing. And according to most key metrics, the best way to reach local furniture buyers is with advertising on Charlotte radio.

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

Valentine's Spending In Charlotte Expected To Grow 8.4% in 2023

Jan 25, 2023 3:45:34 PM / by Larry Julius

Charlotte business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Charlotte area consumers are expected to spend $226.8 million on their Valentines this year, 8.4% more than they did in 2022.

Overall, says the NRF, 52% of consumers plan to celebrate Valentine's day this year. On average, each celebrant will spend $192.80 on holiday gifts and outings. This is $17 more than last year.  Here is the most interesting part, though.

"While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives," says the NRF. "Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends, and co-workers, along with classmates or teachers."

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Topics radio advertising, valentine's day, roi, reach, return on investment, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertise on radio, advertising reach, radio commercials, advertising ROI, advertise on Charlotte radio

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Charlotte Consumers Still Spending Despite Economic Sentiment

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

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

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

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

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

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

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

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

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

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

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

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

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

Advertising In Charlotte: What's The Best Way To Reach Pet Owners?

May 12, 2021 3:36:10 PM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Charlotte area to 1,142,277, according to Nielsen.

As a result, the amount of money that will be spent in the Charlotte area during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $934 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Charlotte pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Charlotte radio.

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Topics best way to advertise, millennials, reach, return on investment, retail spending, retail, reach & frequency, retail sales, retail stores, retailer, advertising reach, advertising ROI, pet owners, dog owners, cat owners

Wow!! Charlotte Millennials Turn 40 This Year

Apr 29, 2021 2:14:16 PM / by Larry Julius

There are 559,886 millennials in the Charlotte area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 25.9% of the Charlotte area population but almost one-third of metro-area sales. 

All in, Charlotte millennials are expected to ring up more than $16.9 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Charlotte millennials will be showing up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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

Who Listens To Charlotte Radio?

Apr 22, 2021 3:37:52 PM / by Larry Julius

Every week, according to Nielsen, 89% of adult consumers tune in to a Charlotte radio station. This is significantly more people than watch broadcast TV, local cable, or video streaming services. It's more than use social media sites like Facebook or Instagram.  And, it's more than read local newspapers.

Charlotte radio is also the medium with the greatest reach among millennials, a generation that not only has embraced an abundance of online media options but also accounts for nearly a third of all local consumer spending.

This reach advantage is a crucial reason why local small business owners depend on Charlotte radio to market their goods and services.

A study released this week by Edison Research and NPR discovered that their six distinct types of radio listeners. The study also examines how each group of listeners engages with both programming and advertising.  These distinctions are important for Charlotte small business owners to understand.

The six listener categories as described in the study are:

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Topics best way to advertise, radio advertising, small business, small business owner, reach, small business marketing, small business advertising, reach & frequency, advertising reach, effective advertising, share of ear

What Is The Best Way To Reach Charlotte's 2.1 Million Consumers?

Aug 17, 2020 11:09:38 AM / by Larry Julius

Despite all of the media options available for small business owners to market their goods and services, advertising on Charlotte radio is still the best way to reach local consumers.

Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen.  This is 7.8% more time than they spent last year and 11.2% more than in 2018.

The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.

According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.

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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, advertise on radio, advertising reach, effective advertising

What Happens When A Charlotte Small Business Stops Advertising?

May 28, 2020 6:51:08 AM / by Larry Julius

Charlotte small business owners may perceive the continuation of advertising as a luxury right now. This is especially so when compared to the necessity for covering the costs of utilities, inventory, payroll, and rent.

Before pulling the plug, though, business owners from Huntersville to Rock Hill must consider the consequences of 'going dark', a marketing term which means to stop advertising.

"According to our analysis, short-term decisions to go dark create significant risk for long-term revenue," says Ameneh Atai, Senior Vice President of Commercial Strategy at Nielsen. "This affects both incremental revenue and base sales."

"Our database of long-term effects models suggests that cutting ad spending for the rest of 2020 could lead up-to 11% revenue decrease in 2021," says Ms. Atai. "It could take three to five years of solid and consistent brand building to recover from an extended dark period of media."

"We have a ton of evidence in our historical analysis," adds Nielsen's Tsvetan Tsvetkov, Senior Vice President of Agency and Advertiser Solutions. "Companies that step away from advertising efforts for a period of time, whether it's a couple of quarters or a full year or longer lose the momentum they have built over time the minute they stop. To recover takes a long, long time."

To avoid the economic risks of going dark, local small business owners need to make sure every dollar spent on advertising produces solid returns.  By most marketing metrics, advertising on Charlotte radio could prove to be the best option.

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

Advertising On Charlotte Television vs. Local Radio

Feb 25, 2020 8:22:37 AM / by Larry Julius

There is alarming news for small business owners who advertise on Charlotte television stations: broadcast TV viewers are disappearing at a rapid pace.

Nielsen reports that halfway through the first quarter of this year, the number of people using television has dropped 7.5%. This compares to -6.3% in the fourth quarter of 2019, and -7.0% a year ago,

"If the trend holds, it would represent the largest quarterly decline for TV viewership in our data set," explains UBS analyst John C. Hodulikadding. "Trends have worsened across most age demos with persons 25-34 now falling -17% vs. low double-digit declines throughout 2019. The persons 55+ demo continues to trend down -2%, similar to 2019 (the first year of declining ratings for the demo)."

Radio listenership, on the other hand, has remained quite stable, according to Nielsen. Since 1970, the medium has reached more than 9-in-10 consumers every week.

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Topics best way to advertise, consumer spending, radio advertising, small business, small business owner, television advertising, millennials, reach, frequency, branding, reach & frequency, television, generation y, generation x

Advertising In Charlotte: How To Choose The Best Radio Stations

Jan 27, 2020 12:31:45 PM / by Larry Julius

There are many ways for Charlotte small business owners to advertise. Options include newspapers, magazines, television, social media, and streaming media.

But to achieve the “3-Rs” of advertising success, Reach, Recall, and Return, no other medium delivers results as effectively and efficiently as advertising on Charlotte radio.

"At least 40% of our new customers come because of our advertising on Charlotte radio," says Deb Filkins, co-owner of Cougar Run Winery in Concord, NC. "Eighty percent of these first-time customers will become repeat customers."

Ms. Filkins and her husband Tom, who produces all the wine, opened Cougar Run in December 2012 with an inventory of 1500 bottles. The retail store is located in a historic Coca-Cola bottling plant on the city's Church Street.

"Since we started advertising on the radio, almost half of our business comes from outside the Concord area, much of it from Charlotte." says Ms. Filkins. "We now sell more than 9000 bottles of wine every year.  Our monthly sales have grown from $100 a month when we opened to almost $14,000 today."

So, how can a local small business owner choose the best Charlotte radio stations to advertise on?

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

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