Here's a quiz for Las Vegas small business owners:

Which of these online sites reach more adults each month than Las Vegas radio stations: Google? Netflix? ESPN? YouTube? Twitter Facebook?

The answer may be a surprise. Radio reaches more adult consumers every month than all websites and apps.  This is critical information for Las Vegas business owners to knows to be able to choose the best way to advertise their goods and services.

The number one media characteristic that contributes to the success of an advertising campaign is reach. This is a measure of how many different people are exposed to an advertiser's message.

The Greek philosopher Plato was born 2188 years before there were radio stations in Las Vegas.  There's no doubt, though, he could have written some great commercials.

Plato once said, "Those who tell stories rule society." This quote sounds very familiar to rule #7 for creating a memorable commercial for Las Vegas radio:

Rule #7: Tell a story… listeners are hardwired to emotionally respond to features and benefits when presented in story-form rather than as a list. The advertiser should be the hero of the story.

Lee Habib wrote in the National Review a few years ago, "Stories are packed not with hard data but with something far more powerful: emotional data. That’s why we remember them and why they’re so easily transported, even through generations. Stories stir our souls."

Marketers call them Generation Z.  Las Vegas small business owners call them teenagers.  Whatever 12-17 years old are called, they live in homes cluttered with video games, smartphones, and tablets. They have easy access to Snapchat, YouTube, Instagram, and hundreds of other apps their parents have never heard of.

What may come as a surprise to many local business owners, despite an over-abundance of options, Las Vegas radio stations dominate teenagers' media consumption.

Last week, according to Nielsen, 147,100 teens tuned-in to Las Vegas radio. On average, each of these 12-17 year olds spent 90 minutes per day listening.

Each year, Las Vegas consumers spend $6.9 billion in restaurants and drinking establishments.  Adam and Phyllis Barkin have earned a big slice of that retail pie when they took over Above The Crust Pizza in 2016.

"Six months after we took over the company, we began to invest in advertising on Las Vegas radio to drive business to our first store on West Ann Road," says Mr. Barkin, who is responsible for Above The Crust's marketing.

"I admit, I was skeptical that radio advertising would work for us. But after 30 days, three to five people were coming in every day and telling us they heard about Above The Crust on the radio," he adds. "They were even repeating our tag line, 'If it's good enough for THE family, it's good enough for YOUR family'. They all wanted to be part of the family."

It's time to set some misguided Las Vegas small business owners straight.  When we say everybody listens to Las Vegas radio, we mean EVERYBODY.  Generations X, Y, and Z. Boomers, and, yes, millennials.

You know...millennials. Those are the "kids" who came of age at the turn of the millennium (which is debatably either 2000 or 2001).  This means 18-34 year olds. 

In the Las Vegas metro (Clark County, Nevada) 117,000 millennials make-up 37% of the population and will deliver $16-billion to local cash registers.

Attention Las Vegas business owners! Millennials DO, indeed, listen to the radio...almost every single one.

If you were one of the 1,502,898 adults who tuned-in to a Las Vegas radio station last week, you probably heard a commercial for the Panda Law Firm (aka Peters & Associates).

"Advertising on Las Vegas radio stations has been an integral part of the firm's growth," says Scott Chatley who has been handling the marketing for Panda law since 2010. "We bought our first radio commercial in 2011 and have been on the air ever since."

Market research affirms Mr. Chatley's use of radio advertising to expand the firm's caseload.

Each week, Las Vegas radio stations reach significantly more local consumers who are likely to hire an attorney than are reached by local TV, local newspapers, or streaming audio sites such as Pandora and Spotify.

"When we advertise on Las Vegas radio, we sell cars. Period. End of story," says Anthony Woods. He is a partner and General Manager of Centennial Toyota.

Last year was a huge year for Centennial. According to Mr. Woods, his team sold 6281 new and used cars setting a new record. "This volume makes us this 64th largest Toyota dealership in America out of 1,238.

"Las Vegas radio is our primary source of advertising, " says Mr. Woods. "We do a bit of digital and direct mail. Our television advertising is limited to the Hispanic market. And, we never use newspaper advertising.  But, we have been advertising consistently on Las Vegas radio stations since I came to the dealership 12 years ago."

Market research confirms Mr. Wood's decision to invest in advertising on Las Vegas radio stations. According to Nielsen, consumers in Las Vegas spend $1.8 billion each year for cars and trucks. This is more than what is spent on groceries and clothing combined.