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Does Anyone Listen To Augusta Radio At Night?

Mar 10, 2021 8:37:33 AM / by Larry Julius

Each week, according to Nielsen, more than 394,000 adult consumers tune-in to an Augusta radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

Advertising In Augusta Adult Media Reach 2020 (R2)

But almost everyone knows (including many who advertise on Augusta radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 40% of local consumers listen to Augusta radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For CSRA small business owners, radio's immense nighttime audience offers a unique value proposition.

New call-to-actionThe most expensive time for a business owner to advertise on Augusta Radio is weekdays between 6:00am and 7:00pm. This is generally referred to as radio's prime-time.  It is also the time when the demand to buy commercials is highest.

Once 7:00pm rolls around, however, the demand to buy commercials drops. So does the cost.  Sometimes by up to 75%. But, according to Nielsen, 51% of consumers who listen to Augusta radio during the day also listen at night. In other words, a budget-conscious advertiser can buy more than half of the prime-time audience at one-quarter the price.

Advertising On Augusta, GA Radio Nighttime Listening

When CSRA small business owners invest in nighttime advertising on Augusta radio, there is no denigration in the quality of the consumer reached. In some cases, the profile of the audience that listens  between 7:00pm and midnight will favor the more affluent demographics that advertisers covet.

This is true when comparing qualitative characteristics including, age, household income, and employment status.

Advertise On Augusta, GA radio Nighttime Listeners By Age

Advertising On Augusta, GA Radio Nighttime Listeners by Income

Advertise On Augusta, GA Radio: Nighttime LIsteners by Employment

Advertising on Augusta radio at night might not reach the largest audience, but for small business owners with constrained marketing budgets, nighttime commercials provide extraordinary value compared to prime-time. Costs are considerably lower, and quality is unaffected. 

More Advertising Advice For CSRA Small Business Owners

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Topics: CSRA small business owner, augusta small business owner, small business owner, time of day, small business, small business marekting, advertise on radio, prime time, small business advertising, radio listening, effective advertising, night, prime

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