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Advertising In Las Vegas: Radio Ratings Exceed TV For First Time

Mar 20, 2023 5:05:08 PM / by Larry Julius

Every week, according to Nielsen, Las Vegas radio reaches 1,475,493 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Las Vegas area, there are 986,507 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

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Topics television advertising, radio advertising, millennials, las vegas tv advertising, best way to advertise in las vegas, effective radio advertising, best way to advertise, millennial parents, television, streaming TV, local television, am/fm radio

Advertising In Las Vegas: Five Amazing Facts About Local Radio

Jul 23, 2021 3:45:20 PM / by Larry Julius

Advertising is crucial to the success of Las Vegas business owners. According to Investopedia, "lack of adequate marketing and publicity are among the issues that drag down small business".

According to Borrell Associates, a company that tracks advertising trends across the country, Las Vegas business owners are expected to spend $996 million to advertise the goods and services they sell. This represents a 8.7% increase versus last year.

The majority of these dollars are being spent by Las Vegas business owners to capture a significant share of the $30.1 billion dollars local consumers will be spending this year. These estimates are based on a revised forecast from the National Retail Federation (NRF).

Of course, there is an over-abundance of ways a local business owner can advertise. Perhaps the best way to generate sales from local consumers is with Las Vegas radio. Here are the top five reasons why...

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Topics reach, return on investment, roi, small business advertising, small business owner, radio advertising, millennials, las vegas small business owner, best way to advertise in las vegas, effective radio advertising, radio commercials, best way to advertise, reach and frequency, small business, millennial parents, small business marketing, advertising reach, advertising return on investment

Advertising In Las Vegas: What's The Best Way To Reach Pet Owners?

May 12, 2021 4:26:15 PM / by Larry Julius

A surge in pet adoptions and sales during the pandemic has increased the number of pet owners in the Las Vegas area to 886,514, according to Nielsen.

As a result, the amount of money that will be spent in the Las Vegas area during 2021 on domestic dogs, cats, birds, ferrets, and other cuddly creatures will achieve a record-high $762 million. These figures are based on recent forecasts from The American Pet Products Association (APPA),

“We have reached a critical milestone in 2020, generating $103.6 billion in sales [in the U.S.],” said Steve King, President, and CEO of APPA. “We are bullish for the coming year, projecting growth of 5.8% - well above the historical average of 3 to 4%."

Las Vegas pet owners will be spending in four ways:

  1. Food & Treats which includes everything from canned and bagged food to biscuits and chewies.
  2. Veterinary Care and Product Sales which includes routine veterinary care, surgical procedures, and sales of pharmaceuticals and other products through veterinary clinics
  3. Supplies, Live Animals, and Over-The-Counter Medications which, in addition to dogs and cats. includes fish, birds, small animals, and reptiles. This also includes cages, food and water bowls, as well as leashes and collars.  OTC includes medications for allergy relief, gastric distress, and oral hygiene.
  4. Other includes services such as boarding, grooming, and pet sitting.

To capture a significant share of the local pet economy, local business owners who provide these four types of goods and services will need to advertise.  By almost any marketing metric, the best way to reach pet owners is by advertising on Las Vegas radio.

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Topics reach, return on investment, roi, radio advertising, millennials, effective radio advertising, retail, best way to advertise, pet marketing, reach and frequency, retail sales, retail stores, retailer, advertising reach, retail spending, dog owers, pet owners, cat owners

Wow!! Las Vegas Millennials Turn 40 This Year

Apr 29, 2021 3:33:44 PM / by Larry Julius

There are 483,823 millennials in the Las Vegas area.  The oldest of them turn 40 this year. According to The Pew Research Center, millennials comprise the generation of Americans born between 1981 and 1996.

As a consumer group, millennials account for an outsized percentage of retail spending. This generation represents 27.4% of the Las Vegas area population but almost one-third of metro-area sales. 

All in, Las Vegas millennials are expected to ring up more than $15.7 billion in purchases during 2021.  You name it, millennials are planning to buy it.

According to Nielsen, over the next 12 months, Las Vegas millennials will show up in huge numbers at auto dealerships, furniture stores, mattress stores, appliance stores, home improvement stores, and scores of other area retailers and service providers.

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Topics reach, return on investment, roi, small business advertising, small business owner, millennials, las vegas small business owner, best way to advertise in las vegas, retail, best way to advertise, reach and frequency, small business, millennial parents, retail sales, retail stores, retailer, small business marketing, advertising reach, retail spending

Las Vegas Radio: Which Stations Do Local Consumers Prefer?

Jan 25, 2021 5:38:45 PM / by Larry Julius

There are 38 radio stations in Las Vegas. 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, 1.5 million adults tune-in to their favorite Las Vegas 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 Las Vegas radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.9 each week.  So, which stations do local consumers choose?

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

Las Vegas Retail Sales Are Growing. Is It Time To Advertise?

Oct 20, 2020 2:48:12 PM / by Larry Julius

Now would be a good time for Las Vegas small business owners to consider increasing their advertising expenditures.

There are just over 69,000 small businesses in the Las Vegas-Henderson-Paradise, NV Metro Area, according to the U.S. Census Bureau.  Based on some promising retail sales data, the Overall  Sentiment Index among local small business owners has improved 30.4% between April 26 and October 12 of this year.

The best news for business owners came from the Commerce Department on Friday when it reported that retail sales rose by a seasonally adjusted 1.9% in September.  This is the fifth straight month of gains.

Local retail gains are being powered by improving consumer confidence and a large pool of cash sitting in people's savings accounts.

The Conference Board's Consumer Confidence Index jumped to 101.8 in September, up 17.9% from August. This means consumers are in the mood to spend. Fortunately, they have money in the bank to do so.

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Topics return on investment, roi, small business advertising, millennials, las vegas small business owner, retail, consumer spending, small business, millennial parents, retail sales, retail stores, retailer, small business marketing, purchase intent, consumer confidence

Las Vegas Retailers Expect Sweet Halloween In 2020

Sep 22, 2020 3:03:15 PM / by Larry Julius

Clark County consumers are expected to spend $59 million on Halloween related activities in 2020, according to information from the National Retail Federation.  This would be a slight 2.3% decrease from 2019. This is proof of the holiday's strong resistance to the pressures of a pandemic economy.

Based on data from the NRF's annual survey conducted by Prosper Insights & Analytics, more than 1.1 million Las Vegas adults plan to participate in Halloween-related activities. Among those celebrants, safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent plan to carve a pumpkin, and 18 percent will dress up their pet.

“Consumers continue to place importance on celebrating our traditional holidays, even if by untraditional standards,” NRF President and CEO Matthew Shay said. “Retailers are prepared to meet the increased demand for seasonal décor, costumes, and other items that allow families the opportunity to observe Halloween safely.”

To earn a large share of Halloween spending in 2020, Clark County small business owner will need to advertise to let consumers know their stores are open, stocked, and ready. By any metric, advertising on Las Vegas radio is the best way to reach holiday shoppers.

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Topics small business advertising, small business owner, millennials, las vegas small business owner, advertise to mothers, advertise to working women, retail, halloween, holiday, small business, children, parents, millennial parents, retail sales, retail stores, retailer, small business marketing, holiday advertising

Las Vegas Retailers Prepare For $235 Million Back-To-School Season

Jul 23, 2020 11:13:38 AM / by Larry Julius

Based on projections from the National Retail Federation, Clark County parents are expected to spend $235 million to equip K-12 kids for the upcoming school year. If so, then this shopping spree will be 29% bigger than last year's and the biggest take since 2012.

“By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” NRF President and CEO Matthew Shay says.

“Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two. But they do know the value of an education and are navigating uncertainty and unknowns so that students are prepared."

Along with pencils, paper, pens, and knapsacks, the NRF survey says 63 percent of K-12 families expect to buy computers and other electronics this year, up from 54% last year, and they expect to spend more at an average $274.44, up from $203.44 last year. The $71 difference accounts for the largest share of the overall increase in average spending of almost $93.

Also, because many parents are unsure if learning will take place at school or at home, back-to-school spending this year is expected to include home furnishings such as desks, chairs, and lamps.

To claim a meaningful share of this year's booming back-to-school economy, local retailers will need to advertise to let parents know that their stores are open, it is safe to shop, and the needed supplies are in stock.

By any metric, the best way to reach these parents is on Las Vegas radio.

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Topics small business advertising, small business owner, radio advertising, millennials, las vegas small business owner, effective radio advertising, back to school shopping, retail, store traffic, small business, millennial parents, retail sales, retail stores, retailer, advertise on radio, small business marketing

Does Cable TV Advertising Make Sense For Las Vegas Small Businesses?

May 12, 2020 3:26:22 PM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 64%% of Clark County households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Las Vegas area include Cox, Dish, CenturyLink, and DirecTV.

"Cord-cutting, people dropping their cable and satellite TV subscriptions, pre-dates the onset of Covid-19. But the pandemic is exaggerating the trend, creating deeper issuers for programming that relies on those services for distribution," Eric Savitz wrote last week in Barron's.  This includes non-premium services like ESPN, TBS, TNT, USA, CNN, and Discovery.

"LightShed Partners analyst Richard Greenfield counts a loss of 1.96 million subscribers to cable, satellite TV, and virtual cable services combined in the first quarter," Savitz continued. "This is the worst combined quarterly drop ever, down 6% from a year ago."

Greenfield said in an interview with Barron’s that what is especially sobering is that most of the first quarter activity pre-dated the virus. The numbers are likely to get considerably worse in the second quarter.

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Topics small business owner, television advertising, millennials, best way to advertise, small business, television, pay-TV, cox cable, cable TV, direcTV, Dish

Las Vegas Retail Boom: How Your Small Business Can Benefit

Feb 28, 2020 5:32:50 PM / by Larry Julius

Retailers in Clark County rang-up $45,669,580,000 in retail sales last year, according to Nielsen. But wait. It's about to get better.

The National Retail Federation forecasts that in 2020, sales will increase by as much as 4.1%. This will create another $1.9 billion for local small business owners.  

“The economy is growing at a more modest pace, but the underlying economic fundamentals remain in place and are positive,” stated NRF chief economist Jack Kleinhenz. “Consumers remain upbeat and have the confidence to spend, and the steady wage growth that has come with the strong job market is fueling their spending. The state of the consumer is very healthy.

To claim a fair share of this enlarged pool of spending will require Las Vegas small business owners to advertise.

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

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Topics reach, small business owner, television advertising, radio advertising, millennials, pandora, spotify, online advertising, digital advertising, newspaper advertising, retail, store traffic, best way to advertise, consumer spending, small business, retail sales

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