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Advertise In CSRA: Shoppers' Needs Are Changing...Again!

Sep 29, 2020 8:45:04 AM / by Larry Julius

There are over 447,000 adult consumers in the Augusta area. Collectively, in a typical year, these shoppers would generate $9.3 billion in retail sales. This money would be spent on cars, shoes, fast-food, entertainment, groceries, mattresses, adult beverages, haircuts, makeup, and an over-abundance of other of goods and services. Their money was being spent on both the essential and the frivolous. 

The way Central Savannah River Area consumers spend money changed radically in March as COVID-19 began to spread. Six months into the pandemic, shopping strategies are about to change again.

It started with panic buying. Consumers began ignoring prices and were paying what was ever necessary to ensure the safety, health, and comfort of their families.  According to Nielsen, this sudden spike in demand caused widespread price increases. To put it in perspective, retail prices shot-up in 64% of all product categories stocked in grocery stores.

Almost immediately, advertising messages from local retailers shifted from promises of low prices and convenience to product availability and shopper safety.

Based on new research from Nielsen, consumers' shopping strategies are beginning to shift again. This will require CSRA small business owners and retailers to also change their advertising strategies, too.

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How Has Working From Home Affected Advertising on Augusta Radio

Aug 24, 2020 6:45:00 AM / by Larry Julius

Before COVID-19, most listening to Augusta radio happened outside the home. CSRA consumers were tuning-in to their favorite stations from the car on the way to their job. Then, they tuned-in when they arrived at work. They listened again during the commute back home.

Nielsen recently surveyed consumers who worked from home before and during the novel coronavirus outbreak. The results show, as of June, 66% of respondents now work from home full-time as a consequence of the pandemic.

As consumers are compelled to work from their houses and curtail their commutes, the share of at-home listening to Augusta radio has grown by 18%, according to Nielsen.

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Advertising In Augusta: Radio Listening Holds Its Own During Pandemic

Aug 10, 2020 8:37:26 AM / by Larry Julius

During the spring, 344,400 adult radio-listeners tuned in to their favorite radio stations each week, according to Nielsen. This is 10% more than during the fall, despite the pandemic. 

Some advertising experts had predicted that as consumers spent more time at home because of COVID-19 concerns, the hours devoted to radio listening would decrease. That, however, was not the case.

In the Spring of 2019, according to Nielsen, 38.4% of radio listening occurred at home. During July of this year, in-home listening jumped to 45.4%. Despite the reduction in out-of-home activities, though, CSRA consumers still spent the almost the same amount of time listening to Augusta radio.

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