Despite all of the media options available for small business owners to market their goods and services, advertising on Boston radio is still the best way to reach local consumers.
Adult consumers are spending 741 minutes per day consuming electronic media, according to a new study by Nielsen. This is 7.8% more time than they spent last year and 11.2% more than in 2018.
The typical daily media diet consists of radio, live TV, time-shifted TV, DVD/Blue-ray devices, game consoles, internet-connected devices, as well as internet via computers, smartphone apps, and tablet apps.
According to Nielsen, despite all of these media options, local radio reaches the most consumers every week.
Of all advertising-supported media available to local business owners, Boston radio reaches significantly more consumers every week.
The number of consumers reached is critical to the success of an advertising campaign.
According to a Nielsen study, after the actual content of the commercial message itself, reach is the most potent advertising element that can drive sales. Reach is more important than brand, recency, or even context. Boston radio provides local business owners with the biggest reach among consumers.
Radio's enormous reach among consumers contributes to the medium's strong return-on-investment (ROI) among advertisers.
Over the past few years, Nielsen has conducted more than 20 studies to determine what type of ROI a business owner can expect from radio advertising. Although the results varied by industry, the average company generated $100 in sales for every $10 invested.
The chart below shows the range of returns from each study.
AdAge, a trade magazine for advertising professionals, calls these types of return "eye-popping". The magazine goes on to say radio's ROI is superior to commercials on TV, online, and social media.
Boston radio's dominant reach among area consumers and its ability to deliver to a superior returns-on-investment makes the medium the best advertising choice for local business owners.
More Advertising Advice For Boston Small Business Owners
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- Advertising In Boston: Radio Listening Unchanged From Year Ago
- Advertising On Boston Radio Reaches Pay-TV's Cord Cutters
- Boston Retailers Prepare For $537 Million Back-To-School Season
- Drivers Hit The Road Taking Boston Radio Along For The Ride
- Advertising On Boston Radio: What Consumers Want To Hear