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Lessons A Detroit Business Can Learn From World's Biggest Advertiser

May 12, 2023 12:11:58 PM / by Larry Julius

There are 158,041  small businesses in the Detroit-Warren-Dearborn, MI Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion of the $88.4 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Detroit small business owners will need to consider advertising.

"Think you have a great product?" asks the U.S. Small Business Administration. "Unfortunately, no one's going to know about it unless you advertise. Advertising, if done correctly, can do wonders for your sales., and you know what that means: more revenue and more success for your company."

One of the best ways to advertise in Detroit may be on local radio, a fact not lost on the world's largest advertiser, Proctor & Gamble. Last year, P&G upped spending on the radio by 43% to $235 million, according to Vivvix (formerly Kantar Media), led by a big jump in local radio.

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Topics television advertising, radio advertising, best way to advertise, reach, reach and frequency, advertise on radio, advertising reach, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, advertise in Detroit, am/fm radio

What Marketers Need To Know About Advertising on Detroit Radio

Apr 21, 2023 3:18:41 PM / by Larry Julius

According to Nielsen, 2,804,826 adults tune in to their favorite Detroit radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Detroit radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $88.4 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Detroit.

Here are four more facts about AM/FM radio that may surprise many local marketers.

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Topics television, television advertising, radio advertising, best way to advertise, streaming audio, cable TV, in-car audio, CTV, local television, how to advertise, am/fm radio

Advertising In Detroit: Radio Ratings Exceed TV For First Time

Mar 20, 2023 3:41:21 PM / by Larry Julius

Every week, according to Nielsen, Detroit radio reaches 2,804,826 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Detroit area, there are 1,741,591 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics television, millennials, television advertising, radio advertising, best way to advertise, millennial parents, detroit radio, streaming video, local television, who listens to Detroit Radio, streaming TV, advertising in Detroit, am/fm radio

In-Car Listening Drives Detroit Radio To The Top

Mar 14, 2023 10:07:36 AM / by Larry Julius

Detroit radio reaches more local consumers each week than any other advertising medium.

According to Nielsen, 2,804,826 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Detroit TV, cable, streaming video, streaming audio, social media, or newspapers.

AM/FM radio's dominance among local consumers is driven, in large part, by the 3.2 million Detroit area adults who take to the road in their car or truck every week, according to Neilsen.

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Topics radio advertising, best way to advertise, reach, reach and frequency, streaming audio, advertising reach, in-car audio, share of ear, car radio, streaming media, am/fm radio

Advertising On Detroit Radio in 2022: Five Things to Know

Jul 20, 2022 9:33:10 AM / by Larry Julius

Southeast Michigan business owners have depended on Detroit radio to market their goods and services since WWJ, the city's first radio station, went on air in 1920. Despite the advent of new media and technologies since then, advertising on local radio stations is still the best way for the area's 158,041 small business owners to create and maintain customers.

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

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Topics small business, small business owner, radio advertising, best way to advertise, radio advetising, advertise on radio, small business marketing, small business advertising, radio commercials, radio listening, detroit radio, advertise on detroit radio, advertising on radio, radio formats, car radio, who listens to Detroit Radio, radio recruitment, am/fm radio, online radio listening

Advertise In Detroit: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 8:49:25 AM / by Larry Julius

Despite an abundance of media options, Detroit radio reaches the most consumers every week. 

According to Nielsen, every week 2.8 million adults tune in to their favorite Detroit stations. This is more 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.

Not all listening to Detroit radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 23.3% of all consumers who listen to a Detroit radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 7.7% of a station's total audience is listening on a device other than a traditional receiver.

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Topics radio advertising, digital advertising, online advertising, streaming audio, internet, internet advertising, streaming media, am/fm radio, online radio listening

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