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Boston Homeowners Plan To Spend Stimulus Cash On Improvements

Mar 15, 2021 11:50:43 AM / by Larry Julius

Boston area residents will begin receiving economic stimulus checks  from the Internal Revenue Service as early as today.  In all, local consumers will receive more than $6.3 billion in payments.

This infusion of cash into the Boston economy was authorized by Congress last week in the American Rescue Plan legislation. 

The stimulus relief legislation calls for a one-time payment of $1,400 to single adults. Married couples who filed jointly will receive $2,800 total ($1,400 apiece). Families will get an additional $1,400 for each eligible dependent regardless of age. A family of four could get $5,600 in total payments. Like the second round of stimulus payments, the third round specifically prohibits payments to anyone who died before January 1, 2020.

Many of the stimulus dollars will end up in the wallets of 1.2 million Boston area homeowners. Based on research from Modernize, a leader in the home improvement and home services industry, 57% of these consumers are planning to spend all or part of their checks on home improvement projects.

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Topics best way to advertise, radio advertising, roi, return on investment, home improvement, remodeling, home owners, homeowners, contractors, replacement windows, stimulus checks, roofing

Does Anyone Listen To Boston Radio At Night?

Mar 9, 2021 2:03:57 PM / by Larry Julius

Each week, according to Nielsen, more than 3.3 million adult consumers tune-in to a Boston radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Boston radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 42% of local consumers listen to Boston radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Boston small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics small business owner, small business marketing, small business, time of day, effective advertising, small business advertising, radio listening, advertise on boston radio, night, prime-time

Grab A Larger Share Of Boston's Accelerating Retail Spending

Mar 4, 2021 10:35:53 AM / by Larry Julius

Boston area consumers are expected to spend upward of $68-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

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 consumers is by advertising on Boston radio.

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Topics retail, radio advertising, small business owner, small business marketing, small business, small business advertising, retail sales, retailer, retail store, online shopping, retail spending

Advertise in Boston: How Local Consumers Use The Internet?

Feb 25, 2021 12:20:30 PM / by Larry Julius

Boston area business owners are expected to invest $1.7-billion during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.8% of adult consumers in the Boston area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-seven percent of Boston adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business owner, small business marketing, online advertising, social media advertising, advertise in boston, small business, facebook advertising, instagram advertising, digital advertising, small business advertising, facebook, ott, ctv, AVOD, online shopping, internet

5 Key Advertising Stats Boston Small Business Owners Should Know

Feb 22, 2021 8:48:30 AM / by Larry Julius

Since 1921, advertising on Boston radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Boston business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Boston radio.

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Topics retail, best way to advertise, reach, roi, small business owner, small business marketing, small business, small business advertising, return on investment, retailer, retail store, web traffic, website vistiors, in-car audio, radio commercials, listening location, advertise on boston radio, online shopping

Advertising In Boston: Reaching Female Consumers

Feb 9, 2021 12:17:09 PM / by Larry Julius

There are 2,087,000 adult women in the Boston area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $72 billion and $82.3 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Boston small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics best way to advertise, small business owner, small business marketing, market to women, advertise to women, small business, advertise on radio, small business advertising, advertise to mothers, advertise on boston radio, radio formats

How Smart Speakers Affect Advertising On Boston Radio

Feb 4, 2021 12:41:33 PM / by Larry Julius

Boston's first radio station, WBZ-AM, began broadcasting on September 15, 1921.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 72 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Boston consumers.

In 1993, however, new technology permitted Boston radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Boston radio to reach more local consumers every week than all other media.

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Topics best way to advertise, small business owner, small business marketing, small business, small business advertising, streaming audio, amazon echo, siri, smart speakers, google home, advertise on boston radio, alexa

Boston Radio: Which Stations Do Local Consumers Prefer?

Jan 25, 2021 12:08:02 PM / by Larry Julius

There are 33 radio stations in Boston. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 3.3 million adults tune-in to their favorite Boston radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Boston radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.5 each week.  So, which stations do local consumers choose?

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Topics radio advertising, millennials, streaming audio, smart speakers, radio commercials, radio listening, listening location, radio formats

Advertising In Boston: Drivers Turn Up The Radio

Jan 20, 2021 9:23:52 AM / by Larry Julius

Radio came to Boston in September of 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.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Boston consumers.

Every week, according to Nielsen, more adults tune-in to Boston radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics best way to advertise, small business owner, small business marketing, small business, advertise on radio, small business advertising, vehicle traffic, in-car audio, radio listening, advertise on boston radio, point of purchase, mobility

Is Twitter Advertising Right For Boston Small Business Owners?

Jan 11, 2021 12:09:58 PM / by Larry Julius

How important is Twitter to Boston area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Boston Globe yesterday.  Almost every local TV newscast included references to the site as well.

Twitter's outsized presence in the news, however, is enormously disproportional to the importance of the micro-blogging app in the life of Boston's consumers.

According to Nielsen, only about 17% of adults in Boston use Twitter during the course of a month. This is minuscule compared to other social media platforms like Instagram and Facebook.

Twitter offers 20 different options that Boston small business owners can utilize to market their goods and services to local consumers.  The platform's minimal reach, however, can hamper the success of any advertising campaign.

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Topics best way to advertise, radio advertising, small business owner, small business marketing, social media advertising, small business, facebook advertising, instagram advertising, small business advertising, facebook, twitter

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