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What Marketers Need To Know About Advertising on Augusta Radio

Apr 24, 2023 3:10:21 PM / by Larry Julius

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.

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In-Car Listening Drives Augusta Radio To The Top

Mar 15, 2023 7:49:59 AM / by Larry Julius

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.

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Advertising On Augusta Radio Still #1 Way to Reach Consumers

Jun 8, 2022 3:05:01 PM / by Larry Julius

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.

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Advertise On Augusta Radio: AM/FM Still Top Choice In Cars

Mar 17, 2022 1:27:39 PM / by Larry Julius

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?

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CSRA New Car Buyers Agree: Put AM/FM Radio In My Dashboard

Nov 11, 2021 4:55:49 PM / by Larry Julius

In 2020, there were 23,012 new cars and trucks registered in the Augusta metro area. This number is based on projections from the National Auto Dealers Associaton (NADA) and the U.S. Census bureau.

In all, says NADA, there are 490 new-car dealerships in Georgia. Despite the pandemic, these dealers, including those in the Augusta area, sold $29.7 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $19 billion in new car sales.

When it comes to buying new vehicles, Central Savannah River Area (CSRA) consumers have a broad range of preferences. Some buyers want Fords while others want Chevrolets, Toyotas, or Teslas.  Some buyers want pick-up trucks, while others want sub-compacts, SUVs, or sports cars. Of course, some want blue vehicles, while others want pearl white, orchard green, or redolent red.

There is one purchase criterion, however, that most CSRA car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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CSRA Consumers Stick With Augusta Radio Despite Pandemic

Mar 31, 2021 4:09:24 PM / by Larry Julius

In 1930, when WRDW-AM became the first radio station in the Central Savannah River Area, many considered the medium a fad.  Even a 1937 hit song written by George Gershwin, Our Love Is Here To Stay, considered radio to be a "passing fancy and in time may go".

Augusta radio, however, has survived the advent of talking-movies, television, eight tracks, and cassettes in stereo.  More recently, radio has withstood a tsunami of digital options including, YouTube, SiriusXM, Pandora, and Spotify.

As the Coronavirus pandemic rolls over into a second year, Augusta radio has hung tough and not ceded its ground despite listener's shifting lifestyles.  This is crucial news for local small business owners who depend on local stations to market their goods and services.

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5 Key Advertising Stats CSRA Small Business Owners Should Know

Feb 23, 2021 8:26:49 AM / by Larry Julius

Since 1930, advertising on Augusta radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Central Savannah River Area business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Augusta radio.

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Augusta Radio: Which Stations Do CSRA Consumers Prefer?

Jan 26, 2021 1:25:27 PM / by Larry Julius

There are 26 radio stations that serve consumers in the Central Savannah River Area of Georgia and South Carolina. Each provides a unique format of news, sports, music, entertainment, and inspiration. Some stations broadcast in English. Others serve Spanish speakers. Some stations cater to millennials. Others appeal to Baby Boomers.  No doubt, there is a local radio station that fulfills the preferences of every listener.

Each week, according to Nielsen, 393,762 adults tune-in to their favorite Augusta radio stations. This is more people than watch local TV, cable, or streaming channels. This is more than use Facebook and Instagram. This is more than read newspapers or connect to Pandora and Spotify. 

Despite the abundance of Augusta radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.2 each week.  So, which stations do local consumers choose?

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Topics radio commercials, effective radio advertising, millennials, radio advertising, streaming audio, smart speakers, in-car listening, in-car audio, radio listening, listening location, radio formats

Advertising In Augusta: Drivers Turn Up The Radio

Jan 21, 2021 8:32:42 AM / by Larry Julius

Radio came to Georgia on March 15, 1922 when WSB went on the air. The station was owned by The Atlanta Journal.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Central Savannah River Area consumers.

Every week, according to Nielsen, more adults tune-in to Augusta radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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CSRA Drivers Hit The Road Taking Augusta Radio Along For The Ride

Jul 21, 2020 11:02:43 AM / by Larry Julius

Car radios came to the Central Savannah River Area in June of 1930. For just $120, about $1200 in present dollars, local drivers could install these early mobile devices into their Fords, Studebakers, Packards, and DeSotos, 

The first car radios were built by the Galvin Manufacturing Company of Chicago. They named their invention, and eventually their company, Motorola.

Today, more than 357,000 car radios fill ears of area drivers with music, news, sports, and information. As a result, local radio reaches more consumers than all other media.

In a typical pre-COVID-19 week, according to Nielsen, 89% of adult consumers would tune-in to an Augusta radio station. This is significantly more than were reached by local TV, cable, social media, newspaper, or streaming media sites Pandora and Spotify.

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Traffic In Augusta Is Picking-Up. Is Your CSRA Small Business Ready?

Jun 3, 2020 2:39:25 PM / by Larry Julius

More than 93% of Central Savannah River Area households own at least one vehicle. 

Pre-pandemic, 86% of workers spent, on average, 52 minutes every weekday in these cars commuting to-and-from their jobs.  

On their way to work, many of these drivers would contribute to the Augusta area's $9.3 billion retail economy by visiting the convenience stores, coffeehouses, auto repair centers, gas stations, daycares, grocery stores, or hundreds of other businesses they passed.

At lunchtime, these same cars would take their owners to restaurants, dentist appointments, nail appointments, barbershops, and on an infinite number of other errands.

On the weekends, these vehicles filled the parking lots of hardware stores, furniture stores, car dealers, appliance stores, bowling alleys, movie theatres, and nightclubs, 

Then in early April when the Governors of Georgia and South Carolina shut down their states to slow the spread of COVID-19, traffic came to a standstill and so did the spending.

There are strong indications, though, that in the CSRA, roads are filling up again.

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Topics best way to advertise, return on investment, roi, store traffic, retail, consumer spending, radio advertising, small business owner, small business, retail sales, retailer, retail stores, in-car listening, vehicle traffic, in-car audio

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