Each week according to Nielsen, 2.8 million consumers tune in to a Detroit 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 Detroit radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.7 different stations each week.
Second, and of particular importance to Southeast Michigan 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.
The Nielsen research also shows a sharp increase in 'normal' weekly consumer activities now versus the peak of the pandemic.
Among the normal weekly activities mentioned above, radio listeners are significantly more likely to be participating than the general population.
The normalization of retail activities is expected to propel local spending to record levels this year.
To capture a meaningful share of these expanding retail dollars, Detroit businesses need to consider advertising.
Over the past 101 years, Detroit business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Detroit radio has helped local companies to survive and thrive during world wars, natural disasters, recessions, depressions, inflation, and pandemics.
The current research discussed here indicates that advertising on Detroit radio is still the best marketing option for local business owners.