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Grab A Larger Share Of Tampa Bay's Accelerating Retail Spending

Mar 4, 2021 1:20:31 PM / by Larry Julius

Tampa consumers are expected to spend upward of $43.9-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 Tampa radio.

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Topics small business, small business owner, tampa small business owners, retail stores, website, small business advertising, consumer spending, Retail Sales, Retailer, retail, website visitors, small business marketing, online shoppers, retail spending

Advertise in Tampa Bay: How Local Consumers Use The Internet?

Feb 25, 2021 2:54:21 PM / by Larry Julius

Tampa area business owners are expected to invest $1.2-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, 95.2% of adult consumers in the Tampa area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

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

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Topics small business, small business owner, tampa small business owners, advertise in tampa bay, digital advertising, online advertising, facebook advertising, instagram, facebook, social media advertising, small business advertising, social media, small business marketing, OTT, CTV, avod, svod, online shoppers, internet

5 Key Advertising Stats Tampa Bay Small Business Owners Should Know

Feb 22, 2021 1:42:45 PM / by Larry Julius

Since 1922, advertising on Tampa 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 Tampa Bay business to market its goods and services.

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

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Topics Return On Investment, ROI, best way to advertise, reach, radio commercials, retail stores, advertise on tampa radio, in-car advertising, website, Retail Sales, Retailer, retail, web traffic, website visitors, in-car audio, listening location, online shoppers

Advertising In Tampa Bay: Reaching Female Consumers

Feb 10, 2021 1:35:17 PM / by Larry Julius

There are 1,362,200 adult women in the Tampa Bay 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 $43.5 billion and $49.7 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 Tampa Bay small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, best way to advertise, tampa small business owners, advertise on tampa radio, advertising to mothers, small business advertising, advertise to women, advertise to single women, advertise on radio, small business marketing, marketing to women

How Smart Speakers Affect Advertising On Tampa Radio

Feb 4, 2021 2:16:35 PM / by Larry Julius

Tampa Bay's first radio station, WDAE-AM, began broadcasting on May 31, 1922.  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 71 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 Tampa consumers.

In 1993, however, new technology permitted Tampa 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 Tampa radio to reach more local consumers every week than all other media.

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Topics small business, small business owner, Streaming, Streaming Audio, best way to advertise, tampa small business owners, advertise on tampa radio, small business advertising, amazon echo, smart speaker, google home, small business marketing, siri

Tampa Radio: Which Stations Do Local Consumers Prefer?

Jan 26, 2021 9:23:54 AM / by Larry Julius

There are 47 radio stations with listeners in Tampa Bay. 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, 2.2 million adults tune-in to their favorite Tampa 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 Tampa radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.8 each week.  So, which stations do local consumers choose?

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Topics millennials, Streaming, Streaming Audio, radio advertising, radio commercials, radio listeners, smart speaker, millennial parents, listening location, share of listeners, radio formats

Advertising In Tampa Bay: Drivers Turn Up The Radio

Jan 20, 2021 3:16:52 PM / by Larry Julius

Local radio came to Tampa Bay on May 31, 1922, when WDAE signed-on. The station was owned by three-time Tampa mayor and publisher of the Tampa Daily Times newspaper, D.B. McKay.

The station broadcast from the sixth floor of the Citrus Exchange Building at the corner of Zack and Tampa Street. The building would later become the downton location of the Maas Brothers department store.

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 Tampa Bay consumers.

Every week, according to Nielsen, more adults tune-in to Tampa 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 small business, small business owner, best way to advertise, radio advertising, tampa small business owners, advertise on tampa radio, in-car advertising, point of purchase, small business advertising, radio listeners, vehicle traffic, in-car audio, small business marketing, mobility

Is Advertising On Twitter Right For Tampa Bay Small Business Owners?

Jan 12, 2021 9:52:58 AM / by Larry Julius

How important is Twitter to Tampa area consumers? Yesterday, for instance, the social media platform was mentioned in at least ten articles published by the Tampa Bay Times 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 Tampa's consumers.

According to Nielsen, only about 15% of adults in Tampa Bay 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 Tampa Bay 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 small business, small business owner, best way to advertise, radio advertising, tampa small business owners, facebook advertising, instagram, facebook, twitter, social media advertising, small business advertising, social media, small business marketing

Small Business Advice: 5 Facts About Advertising On Tampa Radio

Dec 17, 2020 11:23:17 AM / by Larry Julius

Local radio came to Tampa Bay on May 31, 1922, when WDAE signed-on. The station was owned by three-time Tampa mayor and publisher of the Tampa Daily Times newspaper, D.B. McKay.

The station broadcast from the sixth floor of the Citrus Exchange Building at the corner of Zack and Tampa Street. The building would later become the downton location of the Maas Brothers department store.

Early programming on WDAE consisted of phonograph music as well as baseball scores. The station had also been licensed by The U.S. Department of Agriculture to broadcast weather reports and bulletins.

In remarks celebrating WDAE's inaugural broadcast, Tampa Mayor Charles H. Brown said radio was "the wonder of the age that the human voice can be sent throughout the country."

For almost 100 years, small business owners have depended on local radio stations to successfully market their goods and services through depressions, recessions, wars, and natural disasters. Even now, during a pandemic, advertising on Tampa radio remains a dependable way to make cash registers ring.

Here are five facts every Tampa Bay small business owner needs to know about local radio in 2020.

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Topics small business, small business owner, best way to advertise, radio advertising, tampa small business owners, advertise on tampa radio, online advertising, small business advertising, small business marketing, time spent listening, online shoppers, education

Online Advertising In Tampa Bay: How Much Do Local Businesses Spend?

Dec 15, 2020 8:23:05 AM / by Larry Julius

Over 95% of Tampa Bay adults have access to the internet, according to Nielsen. Almost 65% of these consumers spend more than five hours a week connected.

Nielsen reports that Tampa Bay consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Tampa Bay internet users go online each month

  • Social Media: 75%
  • Online Banking: 53%
  • Weather: 51%
  • Maps/Directions: 46%
  • Product Reviews: 39%
  • Current Events: 31%
  • Restaurant Reviews: 30%
  • Sports Scores/News: 26%
  • Job Search: 16%
  • Real Estate: 12%

And, of course, there is shopping.  Over the past three months, according to Nielsen, 76.7% of Tampa Bay consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Tampa area businesses will spend $706 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics small business, small business owner, radio advertising, tampa small business owners, online advertising, social media advertising, small business advertising, borrell associates, e-commerce, social media, small business marketing, OTT, CTV, email marketing, email advertising, online shoppers

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