Thousands of local companies depend on radio advertising to market their goods and services. But, most of these business owners choose to buy commercials only between 6:00 am and 7:00 pm. Is this a good idea? Maybe not. Here are the facts.
Last week, for instance, 3,543,709 adult consumers tuned-in to their favorite Boston radio stations. This is significantly higher than the number that tuned-in to a local TV station, read a local newspaper, logged-on to social media sites like Facebook, or streamed audio from Pandora and Spotify.
But radio listeners do not roll-up their ears just because the sunsets. According to Nielsen, 57.1% of Boston area consumers who listen to the radio during daylight hours, also tune in at night.