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What Are Fayetteville Consumers Watching On TV?

Nov 18, 2021 2:55:30 PM / by Larry Julius

Every week, according to Nielsen, 334,000 adult consumers in Fayetteville, North Carolina watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Fayetteville consumers have a gargantuan number of viewing choices. This includes programs from stations like WRAL, WECT, WTVD, and, WUNC (now PBS NC). Or maybe cable and satellite systems like Spectrum, DISH, and DirecTV.. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Fayetteville consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Fayetteville is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Fayetteville adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics television, fayetteville television, best way to advertise, internet advetising, internet advertising, television advertising, pay-TV, cable television, dishTV, direcTV, cable-tv, satellite television, ott, ctv, streaming video, streaming media

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

Nov 11, 2021 4:45:48 PM / by Larry Julius

In 2020, there were 17,494 new cars and trucks registered in the Fayetteville 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 249 new-car dealerships in North Carolina. Despite the pandemic, these dealers, including those in the Fayetteville area, sold $20.1 billion worth of new vehicles.

Through June of this year, these same dealers have already rung up $17 billion in new car sales.

When it comes to buying new vehicles, Fayetteville 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 Fayetteville car buyers can agree on. They want an AM/FM radio smack-dab, in the middle of their dash.

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Topics advertise in fayetteville, fayetteville radio stations, best way to advertise, in-car audio, in-car listening, fayetteville radio, automotive, used cars, used vehicles, vehicle traffic, advertise on fayetteville radio, used trucks, who listens to radio, car radio, new cars

Does The Facebook Name Change Affect Fayetteville Advertisers?

Oct 29, 2021 4:26:32 PM / by Larry Julius

Every month, 248,370 adults in Fayetteville, North Carolina use social media, according to Nielsen. Seventy-six percent of these consumers use Facebook, far more than other sites like Instagram (also owned by Facebook), Twitter, Snapchat, Pinterest, and LinkedIn.

As a stand-alone medium, Facebook is used by more people in Fayetteville than watch local TV stations. Only Fayetteville radio and local cable reach more consumers.

The large audience commanded by social media has attracted a significant amount of advertising dollars from local advertisers. According to Borrell Associates, a company that measures advertising expenditures across the county, Fayetteville area businesses are expected to spend $21 million on social media advertising, a 25.5% increase over 2022. The overwhelming majority of these dollars are being spent with Facebook.

Yesterday, Facebook founder Mark Zuckerberg announced the company was changing its name to "Meta".  This change, though, only affects the name of the parent company. There will be no change to the company's brands like Facebook, Instagram, or WhatsApp.

How will this name change affect Fayetteville businesses that advertise on Facebook?

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Topics social meida, facebook, twitter, social media, instagram, advertise on social media, social media advertising, radio advertising, facebook advertising, borrell associates, metaverse, linkedin, meta

Best Way To Reach Fayetteville Holiday Shoppers In 2021

Oct 26, 2021 4:39:06 PM / by Larry Julius

Attention Fayetteville, North Carolina small business owners and retailers: nearly half of holiday shoppers are already spending money. According to the National Retail Federation, 49% of consumers will start their Christmas season shopping before Hallowe'en. 

Consumers plan to spend $997.73 on gifts, holiday items, and other non-gift purchases for themselves and their families this year, according to the annual survey released today by the NRF and Prosper Insights & Analytics.

In all, based on forecasts from Deloitte, the world's largest accounting firm, Fayetteville consumers are expected to spend between $1.7 and $1.8 billion during the holiday shopping period. This would be a 7-9% increase over 2020.

"We anticipate strong consumer spending for the upcoming holiday season. As vaccination rates rise and consumers are more comfortable being outside of the home, we are likely to see increased spending on services, including restaurants and travel, while spending on goods will continue to hold steady. A steady decline in the savings rate to pre-pandemic levels will support consumer spending and keep retail sales elevated this season," said Daniel Bachman, Deloitte's U.S. economic forecaster. "Further, e-commerce sales will continue to grow as consumers demonstrate an ongoing and steady movement toward buying online across all categories."

Fayetteville retailers are noticing that the opening bell for holiday shopping has rung earlier than ever for local shoppers.

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Topics Retailer, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, holiday shopping, christmas shopping, children, millennial parents, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, small business advertising, holiday advertising, parents, retail spending, advertising return on invesment, advertising return on investment, shopping

Advertise In Fayetteville: In-Store Shopping Exceeds Pre-COVID Level

Oct 20, 2021 3:16:04 PM / by Larry Julius

Fayetteville, NC consumers are on track to spend more than $5.9 billion at retail this year, based on projections by the National Retail Federation (NRF). Spending is expected to be 13.5% higher than last year.  

Some Fayetteville small business owners, though, are wondering if the spread of the Delta Variant may slow spending if consumers sense pressure on their own financial security. Shoppers, however, don't see it that way.

New research from Nielsen indicates that 82% of consumers believe their household finances will either remain the same or improve during the upcoming months.

The Nielsen study has another finding that Fayetteville business owners will find promising. Consumers are more likely to shop locally than they did before the onset of the pandemic, although in different ways.

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Topics Retailer, roi, return on investment, retail, best way to advertise, consumer spending, retail sales, retail stores, retail traffic, retail store traffic, retail spending, advertising return on invesment, advertising return on investment, shopping

Who Listens To Podcasts in Fayetteville?

Oct 11, 2021 7:35:00 AM / by Larry Julius

According to Nielsen, 67,389 Fayetteville, North Carolina consumers listened to or downloaded a podcast during the past 30 days. This is 19.2% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Fayetteville consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Fayetteville consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics Streaming Audio, best way to advertise, internet advetising, digital advertising, online advertising, fayetteville radio, smart speakers, podcasts, streaming media, podcasting

Advertising On Fayettville Radio: How Smart Speakers Add Value

Sep 28, 2021 5:17:29 PM / by Larry Julius

Since 1939 when WFNC-AM signed on, local small business owners have been advertising on Fayetteville, North Carolina radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 60,000 consumers in Fayetteville have a smart speaker in their homes, according to Nielsen. This is 17.2% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Fayetteville consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Fayetteville radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics Streaming Audio, small business, small business owner, fayetteville small business owners, online advertising, how to advertise, radio advertising, effective advertising, siri, alexa, smart speakers, amazon echo, google home, small business marketing, small business advertising, radio listening, apple

Best Way To Reach Fayetteville Halloween Shoppers

Sep 23, 2021 3:13:31 PM / by Larry Julius

Fayetteville, North Carolina business owners who sell goods and services related to Halloween can expect far more treat than trick this year.

Based on estimates from The National Retail Federation (NRF), Fayetteville consumers are expected to spend a record $13,966,957 on Halloween. This would be 19.3% more than was handed out in 2020.

The NRF estimates that 65% of consumers intend to celebrate Halloween or participate in Halloween activities this year, up from 58% in 2020 and comparable with 68% in 2019 before the COVID-19 pandemic.

The top ways consumers are planning to celebrate include handing out candy (66%), decorating their home or yard (52%), dressing in costumes (46%), carving a pumpkin (44%), and hosting or attending a party (25%).

Fayetteville small business owners looking to scare up a share of this Halloween cash will need to advertise to drive local consumers to their stores and websites. But, to make a difference, advertising needs to begin right away.

"This year consumers are shopping for Halloween items earlier than ever," says the NRF, "with 45% planning to shop in September or earlier and another 39% during the first two weeks of October."

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Topics Retailer, roi, return on investment, retail, pet owners, millennial parents, retail sales, retail stores, retail traffic, retail store traffic, parents, retail spending, advertising return on invesment, advertising return on investment

Streaming Video Terms For Fayetteville Small Business Owners

Sep 21, 2021 10:14:11 AM / by Larry Julius

Fayetteville, North Carolina business owners are expected to spend $16,945,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.2% higher than in 2020.

Streaming video advertising expenditures are accelerating as Fayetteville consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes used interchangeably but do have a subtle difference.

OTT generally means the video is watched on a small device like a computer, tablet, or smartphone.  CTV, on the other hand, typically means the content is viewed on a smart-TV or a regular television using a streaming device like a Roku or Amazon stick.

In Fayetteville, according to Nielsen, OTT/CTV has exceeded the weekly reach of local newspapers and streaming audio services such as Pandora and Spotify. The medium is rapidly approaching the reach of local cable and broadcast TV stations.

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Topics Streaming Audio, fayetteville television, internet advetising, digital advertising, online advertising, television advertising, cable television, ott, ctv, streaming video, streaming media

How To Fill Open Jobs In Fayetteville

Sep 11, 2021 11:10:33 AM / by Larry Julius

According to the US Census Bureau, there are 212,351 businesses in the Fayetteville, North Carolina area. Some of these companies are small. Some are large. Some sell machine parts. Some sell software. Some provide legal services. Some provide eyecare.

Regardless of the size of the business or what it sells, all of these local companies have one thing in common: they are struggling to fill open jobs with qualified candidates. This is true in Fayetteville as well as Lumberton, Dunn, Hope Mills, Raeford, and every point in between.

Right now, across the country, according to the Bureau of Labor Statistics, there are 10.9 million open jobs. This is an all-time record.

To put this mammoth number of open jobs in perspective, the Federal Reserve says there are now five job openings per every four unemployed people.

Attempting to recruit Fayetteville workers from the ranks of the unemployed has proven fruitless for local companies. This is because many people who lost their jobs during the pandemic have no intention of returning to the workforce anytime soon.

There are several reasons so many Fayetteville workers are not coming back.

First, older workers have opted to retire earlier than expected. Second, childcare issues are making it necessary for some parents to stay home. Third, other workers cite health safety issues for the reason why they chose not to work. Finally, some of the unemployed are choosing to live off the savings they amassed during the pandemic.

So rather than focusing recruitment efforts among former employees and the ranks of the unemployed, local business owners need to target the 149,553 passive job seekers in Fayetteville.

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Topics recruitment advertising, help wanted, best way to advertise, radio advertising, employment advertising, white collar, blue collar, indeed, ziprecruiter

B2B Advertising: Why Job Sites Depend On Fayetteville Radio

Sep 3, 2021 11:43:19 AM / by Larry Julius

If you were one of the 266,600 adults who tuned in to Fayetteville, North Carolina radio last week, then chances are excellent that you heard advertising for ZipRecruiter.  That's because the company purchased more than 120,00 advertisements to air on local stations across the country during the month of August, according to Media Monitors.

ZipRecruiter is an online recruitment site that helps companies of every size advertise open jobs. Overall, more than 2.8 million companies have posted an opening on ZipRecruiter.com

It is no wonder that ZipRecruiter and its competitors like Indeed have been making significant advertising investments on Fayetteville radio. Finding qualified workers is one of the toughest challenges facing local business owners. According to the Bureau of Labor Statistics, the number of job openings in the U.S. has reached a record high 10.1-million jobs with just not enough candidates to fill them.

If you've heard these commercials on Fayetteville radio, then you know that ZipRecruiter is not advertising to attract job seekers to its website.  Rather, the company's goal is to convince local business owners to buy help wanted ads from them.

So, why has ZipRecruiter chosen Fayetteville radio as a business-to-business (B2B) advertising resource?  The first reason is revealed in the first line of their commercial.

"According to research," says the announcer, "82% of people remember radio ads."

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Topics recruitment advertising, b2b, business to business, small business, small business owner, fayetteville small business owners, best way to advertise, business owners, effective radio advertising, radio advertising, small business marketing, small business advertising, indeed, advertising options, ziprecruiter

Who Listens To Fayetteville Radio Stations Online?

Aug 27, 2021 3:22:23 PM / by Larry Julius

Before Fayetteville radio station WFNC signed on in 1939, local listeners were dependent on broadcasts from distant cities such as Charlotte. These early stations required tall antennas and miles of buried copper cable to transmit their signals.  Most radio receivers at the time were mostly handmade and involved a piece of crystalline mineral and a wire coil.

Over many decades in North Carolina, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Fayetteville consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Fayetteville radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 28.2% of all consumers who listen to a Fayetteville radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics Streaming Audio, best way to advertise, effective radio advertising, internet advetising, internet advertising, online advertising, radio advertising, smart speakers, streaming media, advertising options

Advertising On Fayetteville Radio: The 3 Frequency Myth

Aug 18, 2021 5:04:19 PM / by Larry Julius

Every week, according to Nielsen, Fayetteville, North Carolina radio reaches 266,600 adult consumers. This is significantly more people than are reached by local TV, cable, social media, streaming video, streaming audio, or newspapers.

Because of its humongous reach, area small business owners advertise on Fayetteville radio to successfully market the products and services they sell.

Many first-time advertisers on Fayetteville radio will ask how many times a consumer needs to hear a commercial before they become a customer.  Often the business owner is told that to be effective, a consumer needs to be exposed to a message three times before they will buy.  Unfortunately, this prescription for a three-time frequency is more myth than substance.

A study by Nielsen provides some data-based insights about effective frequency, But first, here's the origin of the mythological rule of three.

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Topics frequency, reach, small business, small business owner, fayetteville small business owners, effective radio commercial, effective radio advertising, effective advertising, reach & frequency, small business marketing, advertising reach, small business advertising, effective frequency

Best Way To Advertise In Fayetteville With A Limited Budget

Aug 10, 2021 12:22:59 PM / by Larry Julius

To maximize success, every Fayetteville, North Carolina area business owner needs to advertise.

"Think you have a great product?" asks the US Small Business Administration. "Unfortunately, no one’s going to know about it unless you advertise.”

The SBA goes on to say, “Advertising, if done correctly, can do wonders for your product sales, and you know what that means: more revenue and more success for your business.”

According to the US Census Bureau, there are 14.444 small businesses in the Fayetteville area. This geography includes Fayetteville, Dunn, Lumberton, and every point in between.  Most of these diminutive companies have limited dollars to invest in advertising.  

Advertising successfully in Fayetteville is achievable, though, with a small budget if the available funds are invested wisely.  Oftentimes, this means selecting one medium rather than spreading money over several.

So which medium makes the most sense for small business owners with limited budgets? By most key advertising metrics, advertising on Fayetteville radio is the best option.

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Topics Retailer, reach, roi, return on investment, retail, small business, small business owner, fayetteville small business owners, best way to advertise, effective radio commercial, radio commercials, reach & frequency, retail sales, retail stores, small business marketing, retail traffic, retail store traffic, advertising reach, small business advertising, retail spending, advertising return on invesment, advertising return on investment, duplication

Back To School Shopping: Fayetteville Businesses Expect Record Sales

Jul 29, 2021 5:39:14 PM / by Larry Julius

There are 74,000 school-aged children in the Fayetteville, North Carolina area.  Based on forecasts from the National Retail Federation (NRF), local parents are expected to spend a record $51.1 million to prepare these kids to return to the classroom this fall. 

Overall, the NRF expects back-to-school shoppers to spend almost 10% more in 2021 than they did last year.

“The pandemic forced parents and their school-aged children to quickly adapt to virtual learning, and they did it with an incredible amount of resolve and flexibility,” NRF President and CEO Matthew Shay said. “We enter the new school year with plans to return to the classroom and retailers are prepared to help Americans find and purchase whatever they need to make this transition as seamless as possible.”

According to the NRF, more than 51% of parents have already started buying for their K-12 students.  But, for Fayetteville business owners there is still time to benefit.

The NRF reports that nearly 76% of K-12 shoppers are still waiting on lists of school supplies needed. On average, consumers have only completed 18% of the shopping.

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Topics Retailer, retail, best way to advertise, effective radio advertising, back to school, radio advertising, children, millennial parents, retail sales, retail stores, retail traffic, retail store traffic, parents, retail spending

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