Local radio came to Boston on September 19, 1921, when WBZ signed-on. The station was owned by Westinghouse Electric. The debut broadcast was from the Eastern States Exposition in Springfield, perhaps the first-ever radio-remote.
For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Boston radio remains a dependable way to make cash registers ring.
Here are five facts every Boston Small business owner needs to know about local radio in 2020.
1. Boston Radio Reach More Adult Consumers Every Week Than All Other Media
Each week, according to Nielsen, more local consumers tune-in to local radio than watch Boston television, connect to cable-TV, read the newspaper, browse social media, or listen to streaming audio sites like Facebook and Instagram.
2. Local Radio Reaches More Boston Millennials Every Week Than All Other Advertising Options
The millennial generation now accounts for over 30% of every retail dollar spent in Boston. This generation was the first to inject online and digital options into their daily media usage. Local radio still reaches more members of this age group than all other advertising options available to Boston small business owners.
3. The Time Consumers Spend Listening To Boston Radio Is Unchanged From One Year Ago
The onset of the Coronavirus pandemic has created significant changes in the media, work, mobility, commuting, shopping, and lifestyle habits of local consumers. Something that has not changed, though, is the length of time adults spend listening to Boston radio every day.
4. Boston Radio Has The Greatest Reach Among College-Educated Consumers
There are 1.8 million adults in the Boston area who have earned a four-year college or postgraduate degree, according to research from Nielsen. A study from the Federal Reserve indicates that these educated consumers have been least affected by the economic consequences of the pandemic, and they have money to spend now.
5. Advertising On Boston Radio Is The Best Way To Reach Online Shoppers
Boston shoppers are expected to spend a record $12.5 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.
During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%. Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.
By any measure, the best way to reach local online consumers is by advertising on Boston radio.
Last week, for instance, local radio reached significantly more online shoppers than all other local media including, Boston TV, cable, newspaper, or social media.
More Advertising Advice For Boston Small Business Owners
- Small Business Advertising In Boston: Consumers Ready To Spend
- Advertising ROI In Boston: Television vs. Radio
- AVOD: Four Letters Every Boston Small Business Owners Should Know
- Advertising On Boston Radio Is Back In The Driver's Seat
- Boston Retail Sales Are Growing. Is It Time To Advertise?
- Newspaper Advertising In Boston: Advice For Small Business Owners
- Email Marketing In Boston: Tips For Small Business Owners