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Advertising On Tampa Bay Radio in 2022: Five Things to Know

Jul 20, 2022 9:57:54 AM / by Larry Julius

West-central Florida business owners have depended on Tampa radio to market their goods and services since WDAE, the city's first radio station, went on air in 1922. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 123,853 small business owners to create and maintain customers.

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

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Topics small business, small business owner, best way to advertise, radio advertising, radio commercials, tampa radio, tampa radio stations, tampa small business owners, Hispanic radio, Spanish Radio, advertise on tampa radio, radio recruitment advertising, small business advertising, radio listeners, nobody listens to radio, advertise on radio, small business marketing, advertising on radio, radio history, tampa bay radio, radio formats, car radio, who listens to radio, am/fm radio, online radio listening

Advertising On Tampa TV: Where Have The Viewers Gone?

Jun 13, 2022 3:25:36 PM / by Larry Julius

During the past seven days. according to Nielsen, only 67.1% of local consumers tuned in to Tampa television stations like WFLA, WTSP, WTVT, WFTS, WEDU, or WFXT.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Tampa radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.

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Topics TV, Television, small business, small business owner, Cable TV, Television Advertising, best way to advertise, tampa small business owners, small business advertising, pay-tv, direcTv, small business marketing, satellite TV, OTT, CTV, avod, svod, local television, streaming TV

Advertising On Tampa Bay Radio Still #1 Way to Reach Consumers

Jun 8, 2022 2:00:23 PM / by Larry Julius

Every week, according to new Nielsen data, 2,225,469 adults tune in to a Tampa Bay radio station. This is more consumers than use social media, access local cable, watch broadcast TV, stream video channels, listen to streaming audio, read a newspaper, or download a podcast.

Based on per capita estimates from the National Retail Federation (NRF), Tampa Bay consumers are expected to spend between $50.5 and $51.4 billion at retail in 2022, a six to eight percent growth over the previous year. Utilizing radio's enormous advertising reach, local business owners can compel shoppers to spend this large pool of cash in their stores and on their websites.

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. Tampa Bay radio provides local business owners with the most significant reach among consumers.

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Topics Return On Investment, ROI, small business, small business owner, best way to advertise, reach, tampa small business owners, retail stores, in-car advertising, small business advertising, Retail Sales, Retailer, retail, reach & frequency, in-car audio, small business marketing, advertising reach, retail spending, advertising return on investment, advertising roi

Father's Day 2022: Tampa Bay Consumers Will Spend $203 Million

May 31, 2022 2:27:51 PM / by Larry Julius

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Tampa Bay shoppers are expected to spend $203.1 million on the dads in their life. This is on par with the record-breaking $204.1 million spent in 2021.

“Despite growing concerns about inflation, consumers plan to spend approximately the same amount as last year in celebration of Father’s Day,” NRF President and CEO Matthew Shay said. “Spending patterns also reflect the sentimental nature of the holiday as consumers are prioritizing unique and meaningful gifts.”

The NRF projects that nearly 60%, of all Father's Day purchases in Tampa Bay, will be for special outings, clothing, gift cards, and electronics. Although most category spending will be down slightly from last year, the amount of money spent on special outings such as dinner is expected to increase by over 8%.

Here is how this large pool of Father's Day cash in Tampa Bay is expected to be distributed in all retail categories.

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Topics small business, small business owner, best way to advertise, tampa small business owners, small business advertising, holiday, holiday shopping, consumer spending, small business marketing, holiday advertising, advertising options, father's day, father

Tampa Bay Radio Listeners Lead The Return To 'Normal'

Apr 28, 2022 1:26:12 PM / by Larry Julius

Each week according to Nielsen, 2.2 million consumers tune in to a Tampa radio station. This is significantly more adults 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.

There are two traits Tampa Bay radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.8 different stations each week.

Second, and of particular importance to Tampa Bay small business owners, radio listeners are returning to 'normal' at a faster rate than the general population after more than two years of pandemic.

Since the onset of the COVID-19 crisis, Nielsen has been measuring consumer sentiment in regard to normal behaviors. In a survey conducted in March of this year, 83% of adults say they are "ready to go and feel life is becoming more normal". This is up dramatically from the same time last year.

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Topics small business, small business owner, best way to advertise, radio advertising, tampa small business owners, retail stores, small business advertising, consumer spending, Retail Sales, Retailer, retail, small business marketing, consumer confidence, retail spending

Advertise In Tampa Bay: How To Book Guests For A Podcast

Apr 26, 2022 2:10:19 PM / by Jason Muth

According to Nielsen, 97.1% of Tampa Bay adults have access to the internet. An online connection is all that is needed to listen to a podcast. In all 24.7% of consumers, in fact, do listen to podcasts every month. They listen while at home, commuting, at the gym, at work, at the local coffee shop, pretty much anywhere there is WIFI or good cell service.

Most likely, at one time or another, each of the 646,540 podcast listeners in the Tampa Bay area has thought to themselves, “I could do that. I could launch my own podcast.” This is theoretically true.

A quick Google search by aspiring Tampa Bay content producers will reveal which recording equipment to buy, how to edit shows, and how to post episodes for the world to hear on platforms like Apple Podcasts, Spotify Google, Stitcher, and Tune-In. The magic of being a successful podcaster, however, involves persistence, longevity, and consistently engaging content.

One element of podcasting that often adds dimension and perspective to new episodes is the use of podcast guests. Not only do guest experts supply engaging content, but usually they will participate in return for exposure without the need to shell out any cash.

But how does a Tampa Bay business small owner get started? It’s a very chicken-and-egg situation.

A podcaster first needs to publish episodes to demonstrate to potential guests that the podcast is worthy of their participation, especially because there are so many choices. Currently, there are over 2.4 million valid podcasts in Apple’s Podcast directory alone, according to podcast industry insights expert Daniel J. Lewis.

So, what separates podcasters who stick it out for the long haul from those who give up after just a few episodes?  One of the primary factors is the subject matter and the ability to book guests.

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Topics small business, small business owner, tampa small business owners, small business advertising, small business marketing, podcasts, podcasting

Social Media Advertising In Tampa Bay: Should A Business Pay?

Apr 12, 2022 7:56:53 AM / by Ali Ahmed

According to Nielsen, 2.2 million adult consumers in Tampa Bay use social media every month, an audience that continues to expand. As a result of this growth, social media has become a crucial part of local advertising campaigns.

Social media allows Tampa Bay business owners to continually be in front of their target customers and to stay top-of-mind. It allows businesses to communicate daily and be the first company on call when needed. Social media has become essential for marketing local goods and services.

The best part is that social media is free to use for both Tampa Bay consumers and business owners.

There is no subscription service for social media platforms like Facebook and Instagram which, according to Nielsen, are used by 76.7% of Tampa Bay consumers each month. There are no monthly payments or premium memberships required to unlock more services.

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Topics small business, small business owner, tampa small business owners, facebook advertising, instagram, twitter, social media advertising, small business advertising, borrell associates, social media, small business marketing

Advertise In Tampa Bay: Retail Spending To Top $50 Billion in 2022

Mar 22, 2022 8:54:07 AM / by Larry Julius

There are 123,853 small business owners in the Tampa Bay area, according to the US Census Bureau. Each of these companies will need larger advertising budgets to successfully compete for a fair share of the expected explosion in consumer spending this year.

Based on new forecasts from The National Retail Federation (NRF), Tampa Bay area consumers are expected to spend between $50.4 and $51.3 billion at retail in 2022, a six to eight percent growth over the previous year.

The NRF's forecasts exclude restaurants, gas stations, and automotive dealers. Included in the numbers, though, are non-store and online sales, which, in Tampa Bay, could reach as high as $12.1 billion this year. This level of spending would be 13% more than in 2021.

Even though the rate of growth rate for 2022 is lower than the 14% jump in 2021, the NRF points out that this year's spending will be well ahead of the 10-year,  pre-pandemic growth rate of 3.7%

To participate in the expected surge in retail spending will require Tampa Bay business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

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Topics Return On Investment, ROI, small business, small business owner, best way to advertise, reach, radio advertising, tampa small business owners, retail stores, small business advertising, Retail Sales, Retailer, retail, reach & frequency, small business marketing, advertising reach, retail spending, advertising return on investment

How To Create A Podcast For A Tampa Bay Small Business

Mar 11, 2022 3:23:39 PM / by Jason Muth

If you're anything like the 2.2 million Tampa Bay consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 75% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Tampa Bay business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Tampa Bay with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics small business, small business owner, best way to advertise, tampa small business owners, digital advertising, online advertising, small business advertising, small business marketing, podcasts, internet, internet advertising, podcasting

Advertising In Tampa Bay During A Time Of Inflation

Jan 27, 2022 10:10:25 AM / by Larry Julius

The current high rate of inflation is tempering how much Tampa Bay business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 124,00 small businesses in the Tampa Bay area. There is one thing each of the owners of these companies has in common, whether they own a hardware store in Clearwater, a furniture store in St. Pete, or a restaurant in Seminole Heights. They are all experiencing the negative consequences of inflation.

In a monthly survey conducted by the National Federation of Independent Business Owners (NFIB), inflation now ranks second as the single most important problem companies face. A year ago, inflation was barely an issue.

Inflation has not hampered the enthusiasm to spend among Tampa Bay area consumers keeping retail sales hovering above pre-Covid levels. But, inflation is taking a dramatic toll on the amount of revenue business owners can keep.

According to the U.S. Chamber of Commerce, small business owners see inflation-fueled price increases in almost every cost of operation, including inventory, utilities, rent, and wages.

Because of these rising operational costs, Tampa Bay business owners are looking to cut expenses where they can, including advertising expenditures. But, because there is still robust consumer demand for goods and services, these companies need to make sure that the amount they do invest in advertising has the best return possible.

By almost any marketing metric, advertising on Tampa radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.

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Topics small business, small business owner, best way to advertise, radio advertising, tampa small business owners, small business advertising, advertise on a budget, small business marketing, advertising options, inflation

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