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How Much Do Boston Business Owners Spend on Advertising?

Apr 16, 2021 8:34:20 AM / by Larry Julius

Now is a crucial time for Boston small business owners to advertise.  

According to the Conference Board, consumer confidence has surged to 110, the highest it has been since the onset of the pandemic last March.  The index has bounced back from a low of 89.6 in February. 

Moving forward, New England business owners can expect buyer optimism to remind high.

“The recovery in consumer confidence is set to continue in the coming months, buoyed by the combination of improving health conditions and wider vaccine distribution,” said Lydia Boussour, lead U.S. economist at Oxford Economics. “This should support hearty consumer spending and pave the way for a mini-boom in economic activity this spring and summer.”

As Boston consumers gain confidence, they are expected to unleash the record $20.6-billion in personal savings amassed during the pandemic. This number is based on figures reported by Barron's in November. 

This combination of consumer confidence and the cache of cash-on-hand has led the National Retail Federation (NRF) to forecast a 7% increase in retail spending in 2021 versus last year.

To claim a significant share of the expected spending tsunami, Boston business owners plan to boost advertising investments this year.

According to Borrell Associates, a company that tracks advertising trends across the country, Boston business owners are expected to spend $3.6 billion to advertise the goods and services they sell. This represents a 6.3% increase versus last year.

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Topics best way to advertise, reach, radio advertising, roi, small business owner, small business marketing, millennials, small business, small business advertising, return on investment, advertising on a budget, ad spending

The Value Of Advertising On Boston Radio At Night

Jan 17, 2020 6:29:11 PM / by Larry Julius

Is advertising on the radio just a day job for New England small business owners?  

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.

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Topics best way to advertise, radio advertising, small business owner, small business, time of day, dayparts, value, advertising on a budget

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