“Back-to-class shopping is one of the most important consumer shopping occasions of the year," says Matthew Shay, President and CEO of the National Retail Federation (NRF).  "Our research for 2023 shows American consumers are eager to jumpstart their back-to-school and college purchases early."

Based on per capita spending estimates from the NRF, Augusta, Georgia area parents are expected to spend a record $74,783,779 to prepare more than 91,600 children returning to grades K-12. These expenditures will exceed 2022 back-to-school sales by 12.5%

Expenditures to equip K-12 students in the Augusta area will be on:

• Clothing: $27.3 million
• Shoes: $21.6 million
• Supplies: $14.1 million
• Electronics: $11.7 million

In addition to expenditures for K-12,  $169.3 million is expected to be spent in the Augusta area to prepare college students for their return to campus. This is 27% more than was spent last year. Another record.

The biggest spending categories to equip Augusta area college students in 2023 will include:

• Electronics: $41.8 million
• Dorm/Apartment Furniture: $23.6 million
• Clothing: $22.5 million
• Food Items: $18.7 million

In order to capture the largest portion of this record back-to-class cash, Augusta small business owners will need to fight to keep these dollars local. According to the NRF, a painful majority of shoppers plan to buy online and in department stores.  While only 13-15% of consumers plan to buy locally.

Local businesses have been marketing their goods and services on Augusta, Georgia radio since June 25, 1930. That's when Warren Davenport and Clark Jack put Augusta's first radio station, WRDW, on the air.

Mr. Davenport and Mr. Clark were owners of Musicove, a store at 309 Eighth Street that sold radios, records, and sheet music.

The inaugural broadcast of WRDW began at 1:05 am and lasted nearly three hours. The first program included a performance by local musician J. Bernard Carpenter.

A few days later on July 3, WRDW broadcast a speech by J. Roy Cooper, a candidate for Mayor in Augusta. This was the city's first-ever political broadcast.

WRDW had several owners over the years including soul music legend James Brown.  Mr. Brown's family had moved to Augusta when the singer was four years old. 

Who could have guessed that 93 years later, advertising on Augusta radio would still be the best advertising option for all types of retailers and business owners.

Every week, according to Nielsen, Augusta radio reaches 343,125 adult consumers. This reach is significantly higher than all other advertising options including local TV, cable, social media, streaming video, online audio, and newspapers.

Reach, according to Nielsen, is the audience metric most responsible for driving the success of an advertising campaign. Only the message itself carries more sway.

Father's Day, this year, is June, 18. To celebrate the dads in their lives, 343,125 Augusta, Georgia area consumers are expected to spend a record $50.8 million. According to a per capita forecast by the National Retail Federation (NRF), 2023 spending will be 14.5% more than last year.

“Father’s Day remains a momentous occasion for Americans to honor the important men in their lives,” NRF President and CEO Matthew Shay said. “Consumers plan to celebrate the holiday in a big way this year, and retailers are ready to help make it special.”

The record highs for both collective and average spending are primarily driven by an increase in the percentage of consumers purchasing clothing, electronics, personal care and special outings and the amount they are spending on these categories.

Overall  80% of all Father's Day spending in the CSRA will be concentrated into four gift categories:

• Special Outing: $17.2 million
• Clothing: $7.7 million
• Gift Cards: $6.2 million
• Electronics:  $5.7 million
• Personal Care: $3.7 million

The remainder of the retail dollars CSRA consumers spend will be for tools/appliances, sporting goods, greeting cards, and books/CDs.

The challenge for Augusta area retailers, however, is keeping a significant share of these Father's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 81% of all spending.

To earn a larger share of Father’s Day spending, local small business owners will need to advertise to convince Augusta consumers of the benefits of buying from local retailers.  By almost every marketing metric, the best way to advertise is on Augusta radio.

There are 15,499 small businesses in the Augusta-Richmond County, GA-SC Metro Area, according to the U.S. Census Bureau. Almost every one of these businesses is competing for a portion ofƒ the $11.4 billion of local retail spending expected to occur in 2023.*

To capture the largest share of this giant pool of consumer cash, Augusta 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 August 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.

Mother's Day is On May 14th this year. According to per capita data from The National Retail Federation, 384,300 adult consumers in the Augusta, Georgia, area plan to celebrate the occasion.

Between now and that special Sunday in May, the NRF expects a record $79.1 million to be spent in Augusta to honor all the different moms in consumers' lives. Of those celebrating Mother’s Day, most (57%) are purchasing gifts for a mother or stepmother, followed by a wife (23%) or daughter (12%).

Comparatively speaking, Augusta area consumers will spend 12.6% more to celebrate Monther's Day this year than they did in 2022, which was also a record year.

“Mother’s Day provides Americans with an opportunity to honor important women in their lives,” NRF President and CEO Matthew Shay said. “As people make plans to celebrate this year, retailers are prepared to help shoppers find gifts of appreciation and admiration for those they want to recognize on this special day.”

Almost half of all Mother's Day spending in the Augusta area will fall into three categories:

1. Jewelry: $17,287,880
2. Special Outing: $12,411,812
3. Electronics: $8,865,580

The other half of Mother's Day spending includes purchases of gift cards, clothing, flowers, personal services, housewares, books, and greeting cards.

The challenge for Augusta area retailers, however, is keeping a significant share of these Mother's Day dollars in local cash registers and out of the coffers of online sellers and department stores. Right now, according to the NRF, those two retail channels will gobble up almost 68% of all spending.

To earn a larger share of Mother's Day spending, local small business owners will need to advertise to convince Augusta consumers of the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Augusta radio.

According to Nielsen, 367,447 adults tune in to their favorite Augusta, Georgia, 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.

Augusta radio's unchallenged reach is why many CSRA business owners depend on the medium to capture the largest possible share of the $11.4 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 Augusta.

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

Despite high-interest rates, inflation, and recession fears, Augusta, Georgia, area consumers are expected to spend between $11.4 and $11.6 billion dollars at retail in 2023, according to recent per capita forecasts based on a survey by the National Retail Federation. This will be a 4-6% increase over 2022.

“In just the last three years, the retail industry has experienced growth that would normally take almost a decade by pre-pandemic standards,” NRF President and CEO Matthew Shay said. “While we expect growth to moderate in the year ahead, it will remain positive as retail sales stabilize to more historical levels."

The challenge for CSRA retailers, however, is keeping a significant share of these dollars in local cash registers. According to the NRF, the amount of money spent online and non-store options will increase by 10-12%. This is nearly twice the growth rate of all 2023 retail dollars and translates to more than a $1.1 billion dollar outflow.

To keep the expected deluge of new retail dollars local, area small business owners will need to advertise to convince Augusta consumers of all the benefits of buying from local companies.  By almost every marketing metric, the best way to advertise is on Augusta radio.

More than 370,575 Augusta, Georgia, area consumers are expected to celebrate Easter in 2023, according to per capita forecasts from The National Retail Federation. In all, the NRF predicts $53.2 million will be spent this year.

Not only will spending on Easter in Augusta top last year's take by 16%, but it will also blow past the spending record of $48.1 billion set in 2021.

“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”

According to the NRF forecasts, here's how Augusta consumers are expected to spend their Easter Holiday cash:

• Food: $16.1 million
• Clothing: $8.8 million
• Candy: $8.4 million
• Gifts: $7.3 million
• Flowers: $3.9 million
• Decorations: $3.8 million
• Greeting Cards: $2.2 million
• Other: $1.9 million

There is one obstacle, however, between small business owners and this gargantuan pool of Easter cash.

According to the NRF, the vast majority of Easter shopping will be spent at discount stores, box stores, and online. Only 22% of spending will occur at local small businesses.

To Keep more of this cash in the Augusta area, retailers will need to advertise to convince consumers of the values and benefits of buying from local small business owners.  According to most marketing metrics, the best way to advertise in Augusta is on local radio.

Every week, according to Nielsen, Augusta, Georgia, radio reaches 367,447 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 Augusta area, there are 221,250 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

Augusta, Georiga radio reaches more CSRA consumers each week than any other advertising medium.

According to Nielsen, 367,447 adults tune in to their favorite AM/FM stations every week.  This is significantly more consumers than are reached by Augusta 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 406,962 CSRA adults who take to the road in their car or truck every week, according to Neilsen.

Over the next 12 months, according to Nielsen, 62,631 Augusta, Georgia area households plan to buy furniture and mattresses. Based on a per capita forecast from Furniture Today, these expenditures will total $223.7 million during 2023, a $4.1 million dollar increase over 2022.

Although the forecast growth of furniture and bedding sales is expected to moderate a bit versus 2021, what retailer would not want to grab a share of the multi-million dollar category growth this year?

To capture a bigger share of the increased spending on chairs, couches, beds, tables, and mattresses will require local stores to invest in marketing. And according to most key metrics, the best way to reach CSRA furniture buyers is with advertising on Augusta radio.

CSRA construction companies will need to recruit 967 more workers in 2023 in addition to the normal pace of hiring. This forecast is a per capita estimate based on research from Associated Builders and Contractors (ABC).  

The frenetic pace of recruiting construction workers in Augusta is expected to extend into 2024, with an incremental 574 workers needed next year, as well, in addition to the normal pace of hiring.

Overall, the demand for construction workers in America has been increasing at an epic rate.

According to ABC, the construction industry averaged more than 390,000 job openings per month in 2022, the highest level on record, and the industry unemployment rate of 4.6% in 2022 was the second lowest on record, higher than only the 4.5% unemployment rate observed in 2019. In addition, national payroll construction employment was 231,000 higher in December 2022 than in December 2021.

Right now, filling open jobs at any Augusta area company is a struggle.

A recent survey by the National Federation of Independent Business Owners found that after inflation, the most critical problem facing these businesses is the inability to recruit and retain quality employees.

Right now, says the Federal Reserve,  unfilled jobs remain near an all-time with 1.7 openings per unemployed person.  As a result, only one person is being hired per every four job openings.  To put this dismal hire-to-opening ratio in perspective, ten years ago, there was one hire per every job opening.

Compounding the recruitment woes of Augusta's small business owners is the very stubborn quit rate.  According to the Federal Reserve, for every ten hires made, seven current employees quit. 

So, how can local builders and contractors fill the open jobs at their companies? Most metrics indicate that advertising on Augusta Radio may be the best way.

CSRA business owners should brace for a sweet Valentine's Day in 2023.

Based on per capita spending forecasts from the National Retail Federation (NRF), Augusta area consumers are expected to spend $45.9 million on their Valentines this year, 8.4% more than they did in 2022.

Overall, says the NRF, 52% of consumers plan to celebrate Valentine's day this year. On average, each celebrant will spend $192.80 on holiday gifts and outings. This is $17 more than last year.  Here is the most interesting part, though.

"While spending on significant others and family members is in line with last year, many consumers are looking to show appreciation for the other meaningful relationships in their lives," says the NRF. "Of the $17 increase in per-person spending, $14 comes from gifts for pets, friends, and co-workers, along with classmates or teachers."

15,499 Augusta area companies fit the description of being a small business, according to the US Census Bureau.  A recent survey by the National Federation of Independent Business Owners found that after inflation, the most critical problem facing these businesses is the inability to recruit and retain quality employees.

Right now, says the Federal Reserve,  unfilled jobs remain near an all-time with 1.7 openings per unemployed person.  As a result, only one person is being hired per every four job openings.  To put this dismal hire-to-opening ratio in perspective, ten years ago, there was one hire per every job opening.

Compounding the recruitment woes of Augusta's small business owners is the very stubborn quit rate.  According to the Federal Reserve, for every ten hires made, seven current employees quit. 

Although the labor crunch affects Augusta business owners of every size, nearly half of all job vacancies are at companies with fewer than 50 employees.

So what is the best way for local small business owners to attract qualified candidates to fill open jobs?  Most metrics indicate that advertising on Augusta radio may be the optimal choice.

The combined weekly reach of the CSRA's broadcast television stations has slipped to 66.2% of all adults, according to Nielsen. These stations include WJBF, WRDW, WCES, WAGT, and WFXG.  

The combined Augusta, Georgia TV audience now falls behind cable programming at 76.6% and streaming platforms at 66.3%. To put this virtual dead heat into perspective, none of the three video media is a match for Augusta radio which reaches more than 84.4% of local adults every week.

But although the reach of broadcast TV, cable, and streaming are neck-and-neck, the share of time consumers spend with each of these media is dramatically different.

Augusta, Georgia area business owners have an abundance of options for marketing their goods and services to local consumers. New research from Nielsen, however, indicates that advertising on Augusta radio is still the best way to reach local shoppers.

Every week, according to Nielsen, Augusta radio reaches 367,446 adults. This is significantly more than are reached by social media, local TV stations and cable systems, newspapers, streaming video and audio, and podcasts.

In addition to listening to their favorite Augusta radio stations over the air, Nielsen reports that 106,828 adults also listen to local stations online every month.

As a matter of fact, according to a study conducted by Edison Research during the third quarter of 2022, among Adults 25-54, 17% of all time spent listening to local AM/FM stations occurs online. This share of online listening has nearly doubled since 2016.

Economic concerns among CSRA consumers are not expected to subdue holiday shopping in in 2022.  Based on forecasts from The National Retail Federation, local shoppers are projected to spend at least $1.7 billion this year. This would be 6% more than was spent in 2021.

“While consumers are feeling the pressure of inflation and higher prices, and while there is continued stratification with consumer spending and behavior among households at different income levels, consumers remain resilient and continue to engage in commerce,” NRF President and CEO Matthew Shay said. “In the face of these challenges, many households will supplement spending with savings and credit to provide a cushion and result in a positive holiday season.”

The biggest challenge facing Augusta, Georgia area business owners is keeping holiday spending local. NRF expects 10-12% of purchases to happen online from retailers like Amazon and Walmart.

To lay claim to this expanding pool of holiday spending,  and keep business local, small business owners will need advertising. By, most marketing metrics, the best way to advertise is on Augusta radio.

According to Nielsen, 421,864 adults in the Augusta, Georgia area have access to the internet. Eighty-six percent of these consumers conduct online research before making a retail purchase, says a report from GE Capital Bank. 

To reach Augusta area adults in the market to buy their goods and services, businesses spent $333 million in 2021 on digital adverting, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

This mammoth pool of online advertising dollars targeted at Augusta consumers is being spent on a variety of digital resources including search engine marketing (SEM), search engine optimization (SEO), display ads, video ads, audio ads, email, and social media. Each of these tools can precisely target consumers who are currently in the market to buy whatever it is a business is selling.

Most forms of online advertising are designed to compel Augusta consumers to click on a digital ad that will transport them to the website of a company that sells whatever it is consumers are in the market to buy.  Is investing only in digital advertising enough to drive sales for a local business? 

Many marketing experts believe that online advertising needs to be part of a broader marketing strategy to be successful.

Last year, $333 million in marketing was spent online to reach Augusta, Georgia area consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach CSRA consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 47.4% of Augusta adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Augusta business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

Augusta, Georgia area small business owners have an abundance of options for advertising their goods and services. Choices include local TV, local cable, social media, streaming video, streaming audio, podcasts, and newspapers.

The best way to advertise in the CSRA, however, is on Augusta radio.

Every week, according to Neilsen, 391,000 adults tune-in to their favorite Augusta radio stations. This is significantly more than any other advertising medium.

In addition to the adults who listen to Augusta radio over-the-air, an incremental 17,000 adults connect to their favorite stations online as well using their phones, computers, and tablets. In all, according to Nielsen, 26.3% of all Augusta radio listeners listen both online and offline.

According to Nielsen research, 297,000 people in the Augusta, Georgia area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WJBF, WRDW, WCES, WAGT, and WFXG has decayed by 10%.

Local consumers may have a gloomy feeling about economic conditions, but their spending has not tapered. This is good news for the 391,000 small business owners in the Augusta, Gerogia area.

According to the latest University of Michigan's Survey of Consumers, sentiment about current economic conditions remains near the all-time low. Concerns about volatile gas prices, rampant inflation, and a looming recession have driven the survey's index down 37% versus a year ago.

Despite these dim consumer sentiments, the U.S. Bureau of Economic Analysis's July report shows that real personal consumption expenditures are pacing well above pre-Covid levels. According to Morgan Stanley research, consumers' ability to spend is being driven, in part, by a massive amount of excess savings accumulated over the course of the pandemic.

Earlier this year, based on per capita spending data from the National Retail Federation (NRF). Augusta area consumers were forecast to spend nearly $8.7 billion at retail this year. The current level of spending suggests that shoppers are on track to hit that number.

Of course, for local business owners to successfully compete for a share of this record spending requires marketing. By most key marketing metrics, the best way to advertise is on Augusta radio. This is especially true among business owners who must limit the number of marketing channels that can be used because of economic restraints.

Of all media, advertising on the radio provides the greatest return on investment.

Local business owners have been advertising on Augusta, Georgia radio since WRDW first signed-on in 1930.  But, back then, there were only two options for reaching a mass audience: newspapers and radio.

Today, though, advertisers have an over-abundance of marketing options both over-the-air and online. But every week, according to Nielsen, 391,000 adults listen to an Augusta radio station, giving the 101-year-old medium, by far, the biggest reach amongst local consumers.

A new report released last week by Nielsen underscores AM/FM radio's durable reach among all media.

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

According to Nielsen, every week 391,000 CSRA adults tune in to their favorite Augusta 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 Augusta 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 estimates that 29.2% of all consumers who listen to an Augusta 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 11.3% of a station's total audience is listening on a device other than a traditional receiver.

Me: Alexa, how many consumers In the Central Savannah River Area (CSRA)have access to a smart speaker?

Alexa: According to a recent Nielsen study, 151,074 Augusta, Georgia area adults own a smart speaker. This is 36.1% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Augusta consumers likely to own?

During the past seven days. according to Nielsen, only 67.1% of local consumers tuned in to Augusta, Georgia television stations like WJBF, WRDW, WCES, WAGT, and WFXG.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Augusta 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.

Every week, according to new Nielsen data, 454,900 adults tune in to an Augusta, Georgia 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), Central Savannah River Area (CSRA) consumers are expected to spend between $8.7 and $8.9 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. Augusta radio provides local business owners with the most significant reach among consumers.

Father's Day this year is on Sunday, June 19. Based on projections from the National Retail Federation (NRF), Augusta, Georgia area shoppers are expected to spend $35.3 million on the dads in their life. This is on par with the record-breaking $35.4 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 CSRA, 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 the Central Savannah River Area (CSRA) is expected to be distributed in all retail categories.

Every week, 425,000 Central Savannah River Area (CSRA) consumers watch something on TV.

Not too many years ago, when an Augusta, Georgia area consumer sat down to watch TV, the program options were limited to what was on WJBF, WRDW, WCES, WAGT, WFXG, or, maybe, what was on a handful of cable channels.  That was then. This is now.

Today, according to Nielsen, each time a TV is turned on in an Augusta living room, the viewer has more than 817,000 options not only from broadcast stations and cable systems, but also from streaming video platforms like Netflix, Hulu, Disney+, Peacock, YouTube, Amazon, Tubi, Crackle, and FreeVee.

Of course, Augusta consumers don't even need to sit down in front of their big-screen LCD, anymore. Most of the 817,000 available programs can also be viewed on their computers, tablets, gaming devices, and smartphones. But as far as viewers are concerned, though, it's all just television.

Each week according to Nielsen, 363,800 consumers tune in to an Augusta, Georiga 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 Central Savannah River Area (CSRA) radio listeners have in common. First, they are very loyal to their favorites, tuning-in to, on average, only 2.0 different stations each week.

Second, and of particular importance to Augusta 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.

Eighty-four percent of all adults say they will celebrate Mother's Day in 2022. Based on per capita forecasts from the National Retail Federation (NRF), Augusta, Georgia area consumers are expected to spend $55.9 million on the moms in their lives. This is a 13% increase over last year.

“Consumers are eager to find memorable ways to honor their mothers and other important women in their lives and are willing to spend a little extra on this sentimental holiday,” said NRF President and CEO Matthew Shay.

The NRF spending projections indicate that CSRA consumers will spend $12.3 million on jewelry and another $9.3 million on special outings such as dinner or brunch. This will be the highest level of Mother's Day spending ever in these categories.

Here is how this large pool of Mother's Day cash in Augusta is expected to be distributed by all retail categories.

The NRF research indicates that men will outspend women 3-to-1 this year on Mother's Day gifts. Most of these dollars will go towards presents for their moms, stepmoms, and wives.

Of all the money spent, CSRA consumers are expected to spend 36% online, 30% at department stores, 27% at specialty stores, and 23% at local small businesses.

To compete for a share of record-high Mother's Day spending this year, local business owners will need to advertise. By most key marketing metrics, the best way to reach holiday shoppers is by advertising on Augusta radio.

Augusta, Georgia area consumers are expected to spend close to $8.9 billion at retail in 2022, based on per capita spending estimates from the National Retail Federation (NRF). This would be an eight percent increase versus 2021.

To capture significant shares of the increased retail spending, the 15,499 small business owners in the Central Savannah River Area (CSRA) would typically invest in advertising. Persistent and pernicious inflation pressures, however, are starting to gnaw away at marketing budgets.

According to the National Federation of Independent Business Owners (NFIB), businesses cite inflation as their number one problem. For many Augusta business owners, uncontrollable wholesale, transportation, and labor costs are forcing retailers to raise the prices they charge their customers. But, for many retail products, inflated retail prices can drive customers away. 

To limit consumer price increases and still make a profit, CSRA business owners, then, are forced to cut expenses, including advertising and marketing. This means it is now imperative that the limited investments retailers can make in advertising must deliver the strongest returns possible. 

According to a recent study by Nielsen, advertising on Augusta radio can provide the best return on investment (ROI) for local retailers.

There are 15,499 small business owners in the Augusta, Georgia 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), Central Savannah River Area (CSRA) consumers are expected to spend between $8.7 and $8.9 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 Augusta, could reach as high as $2.1 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 CSRA business owners to advertise. Especially if retailers want to hold their own against the continued growth of non-store and online competition.

There are about 357,000 registered passenger vehicles in the Central Savannah River Area (CSRA). Some are cars. Some are trucks. Some are Hondas. Some are Fords. Some are Teslas. Some have four doors. Some have two. Some go fast. Some go slow. Some guzzle gas. Some sip. Some are red. Some are blue.

The one thing that almost every car and truck in the Augusta area have in common, though, is the AM/FM radio smack-dab in the middle of the dashboard.

The first car radio went on sale in 1930. It was an invention of the Galvin Manufacturing Company. The company named the radio 'Motorola,' and its cost was $130, around $2000 in today's dollars. By 1935, more than three million car radios had been installed.

Today, AM/FM radio is part of every car and truck on Augusta area roads. In addition to the radio, many of these vehicles also provide drivers with other audio options, including a CD player, Sirius/XM, Pandora, Spotify, podcasts, and easy access to personal MP3 collections.

It is fair, then, for small business owners who depend on Augusta radio to advertise their goods and services to ask: with all the audio options on today's dashboards, is anyone listening to local AM/FM radio in the car anymore?

Construction companies in the Central Savannah River Area (CSRA) will need to recruit 1,146 blue-collar workers on top of the normal pace of hiring in 2022 to meet the demands of the current building market. These statistics are based on forecasts from Associated Builders and Contractors, Inc. (ABC), an association comprised primarily of U.S. firms that work in industrial and commercial construction sectors.

"The construction industry desperately needs qualified, skilled craft professionals to build America," said Michael Bellaman, ABC president and CEO. "The Infrastructure Investment and Jobs Act passed in November and stimulus from COVID-19 relief will pump billions in new spending into our nation's most critical infrastructure, and qualified craft professionals are essential to efficiently modernize roads, bridges, energy production, and other projects across the country. More regulations and less worker freedom make it harder to fill these jobs."

The construction industry's appetite for new hires in the Augusta area will continue into 2023, according to ABC. It is expected that during that year,  an additional 1,040 blue-collar workers in addition to the normal pace of hiring.

Right now, at least one of the 17,149 businesses located in the Central Savannah River Area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Evans might think it would be clever to use 'March Madness' in its commercials on Augusta radio to promote a big spring sale. A non-profit in Aiken feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Martinez believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a CSRA small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

Every week, 289,000 Central Savannah River Area (CSRA) adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Augusta, Georgia area consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.2% of CSRA households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Augusta consumers are spending more-and-more time engaged with streaming TV.

No matter which Augusta, Georgia television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on WJBF, WRDW, WCES, WAGT, or WFXG the most effective way to reach likely voters in the CSRA? Or is advertising on cable channels provided by Xfinity, DISH, DirecTV, and WOW!. the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Augusta radio.

Every week, 238,000 likely voters will listen to Augusta radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

The current high rate of inflation is tempering how much Central Savannah River Area (CSRA) business owners can spend on advertising.

According to the U.S. Census Bureau, there are approximately 16,000 small businesses in the Augusta area. There is one thing each of these owners of the companies has in common, whether they own a hardware store in Aiken, a furniture store in Evans, or a restaurant in Martinez. 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 Augusta 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, Augusta 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 Augusta radio provides the greatest return-on-investment (ROI) of any medium available to local business owners.