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Consumers Stick With Tampa Radio Despite Pandemic

Mar 30, 2021 2:50:21 PM / by Larry Julius

In 1922 when WDAE-AM became the first radio station in Tampa Bay, many considered the medium a fad.  Even in 1937, a hit song by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Tampa radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Tampa radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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Topics Return On Investment, ROI, best way to advertise, reach, in-car advertising, corona, coronavirus, covid19, reach & frequency, in-car audio, pandemic, advertising reach, time spent listening, work from home, radil listening, commuting

Advertise In Tampa Bay: Shoppers' Needs Are Changing...Again!

Sep 28, 2020 4:45:32 PM / by Larry Julius

There are over 2.5 million adult consumers in the Tampa Bay area. Collectively, in a typical year, these shoppers would generate $59.4 billion in retail sales. This money would be spent on cars, shoes, fast-food, entertainment, groceries, mattresses, adult beverages, haircuts, makeup, and an over-abundance of other of goods and services. Their money was being spent on both the essential and the frivolous. 

The way Tampa Bay consumers spend money changed radically in March as COVID-19 began to spread. Six months into the pandemic, shopping strategies are about to change again.

It started with panic buying. Consumers began ignoring prices and were paying what was ever necessary to ensure the safety, health, and comfort of their families.  According to Nielsen, this sudden spike in demand caused widespread price increases. To put it in perspective, retail prices shot-up in 64% of all product categories stocked in grocery stores.

Almost immediately, advertising messages from local retailers shifted from promises of low prices and convenience to product availability and shopper safety.

Based on new research from Nielsen, consumers' shopping strategies are beginning to shift again. This will require Tampa Bay small business owners and retailers to also change their advertising strategies, too.

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Topics Return On Investment, ROI, small business, small business owner, tampa small business owners, retail stores, small business advertising, recession, Retail Sales, Retailer, retail, corona, coronavirus, covid19, recovery, small business marketing, pandemic

How Has Working From Home Affected Advertising On Tampa Radio?

Aug 24, 2020 6:45:00 AM / by Larry Julius

Before COVID-19, most listening to Tampa radio happened outside the home. Consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.

Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.

As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Tampa radio has grown by 23%, according to Nielsen.

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Topics best way to advertise, radio advertising, radio listeners, corona, coronavirus, covid19, advertise on radio, recovery, pandemic, listening location, time spent listening, work from home

Advertising In Tampa Bay: Radio Listening Little Changed From Year Ago

Aug 10, 2020 7:01:00 AM / by Larry Julius

During July, 2.1 million adult radio-listeners spent two hours per day listening to their favorite Tampa Bay stations, according to Nielsen. Although local consumers had spent fewer minutes listening at the onset of the pandemic, the current time tuned-in remains little changed  compared to a year ago.

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would decrease. That, however, was not the case.

In July of 2019, according to Nielsen, 26.7% of radio listening occurred at home. During July of this year, in-home listening jumped to 32.8%. Despite the reduction in out-of-home activities, though, consumers still spent the exact amount of time listening to Tampa radio.

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Topics small business, small business owner, Spotify, pandora, best way to advertise, radio advertising, tampa small business owners, small business advertising, corona, coronavirus, covid19, advertise on radio, small business marketing, sirius/xm, pandemic, podcasts

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