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

May 12, 2023 9:55:28 AM / by Larry Julius

There are 205,625 small businesses in the Boston-Cambridge-Newton, MA-NH Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $103 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Boston 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 Boston 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, reach, radio advertising, advertising reach, how to advertise, advertise on radio, reach & frequency, radio commercials, advertise on boston radio, who listens to radio, AM/FM Radio

What Marketers Need To Know About Advertising on Boston Radio

Apr 20, 2023 6:14:33 PM / by Larry Julius

According to Nielsen, 3,333,841 adults tune in to their favorite Boston radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audion, and local newspapers.

Boston radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $101 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Boston.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics best way to advertise, radio advertising, television advertising, how to advertise, streaming audio, television, in-car audio, local television, AM/FM Radio, audio streaming

Advertising In Boston: Radio Ratings Exceed TV For First Time

Mar 20, 2023 3:25:53 PM / by Larry Julius

Every week, according to Nielsen, Boston radio reaches 3,333,841 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Boston area, there are 2,139,512 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics best way to advertise, radio advertising, millennials, television advertising, television, PAY-TV, DirecTV, Cable TV, advertise on boston radio, local television, Streaming TV, AM/FM Radio

In-Car Listening Drives Boston Radio To The Top

Mar 13, 2023 4:15:21 PM / by Larry Julius

Boston radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 3,333,841 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Boston 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 3.3 million Boston 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, advertising reach, in-car audio, share of ear, streaming media, car radio, AM/FM Radio, audio streaming

Advertising On Boston Radio in 2022: Five Things to Know

Jul 19, 2022 2:07:55 PM / by Larry Julius

Local business owners have depended on Boston radio to market their goods and services since WBZ, the city's first radio station, went on air in 1921. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 205,625 small business owners to create and maintain customers.

Here are five facts every business owner should know about advertising on Boston radio in 2022.

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Topics boston radio, best way to advertise, radio advertising, small business owner, small business marketing, small business, advertise on radio, small business advertising, radio commercials, radio listening, radio history, advertising on radio, advertise on boston radio, radio formats, car radio, who listens to radio, AM/FM Radio, online radio listening

Advertise In Boston: Online Listening Boosts Audience For AM/FM

Jun 29, 2022 11:38:44 AM / by Larry Julius

Despite an abundance of media options, Boston radio reaches the most consumers every week. 

According to Nielsen, every week 3.4 million adults tune in to their favorite Boston stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Boston radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 32% of all consumers who listen to a Boston radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 10.5% of a station's total audience is listening on a device other than a traditional receiver.

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Topics radio advertising, online advertising, streaming audio, internet, internet advertising, streaming media, AM/FM Radio, online radio listening

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