Radio Results Blog

Portland Radio: Working On The Weekend For Maine Small Business

Posted by Larry Julius on Sun, Mar 06, 2016 @ 09:02 PM

Portland_Radio_Maine_Small_Business_Weekend.pngI just heard the song "Everybody's Working For The Weekend" by Loverboy on a Portland radio station.  I find this ironic because so many Maine small business owners are reluctant to run their radio advertising on the weekend.  A recent study recently released by Nielsen, however, underscores the benefits of putting radio to work on the weekend. 

According to Nielsen, radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18-34) nationwide on the weekend, second only to the afternoon/early evening, also known as the “PM Drive,” at 75% penetration. 

When it comes to the most requested advertising target, the Nielsen study reveals 3/4 of all adults 25-54 listen to radio on the weekend.  As a matter of fact, it will come as a surprise to most Maine small business owners that the number of listeners during some hours on the weekend eclipses the number of people listening during morning drivetimes during the week.

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What may come as more of surprise to most marketers is the type of consumers who listen to radio on the weekends.

According to Nielsen's research of the Portland radio market, the weekend audience is richer, smarter, and, in many ways, more desirable consumers than the weekday audience.  For instance, compared to weekday audiences

  • There are 50% more people who listen on the weekend that earn $100,000 or more per year
  • There are 42% more people who listen on the weekend that own homes worth $350,000 or more
  • There are 40% more people who listen on the weekend that are employed full time
  • There are 43% more people who listen on the weekend that have graduated from a 4 year college
  • There are 38% more people who listen on the weekend that have a post-graduate degree
  • There are 43% more people who listen on the weekend who have eaten in a restaurant this month
  • There are 54% more people who listen on the weekend who own a small business
  • There are 33% more people who listen on the weekend who plan to buy a new home
  • There are 65% more people who listen on the weekend who will make their last mortgage payment this year

For some, the weekend is a time to take it easy. But as far as Maine small business owners should be concerned, the weekend is a great time to put their advertising and marketing dollars to work.

Here's some more great advice for Maine small business owners about radio advertising:

Free Download For Maine Small Business Owners

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The number is even higher with 25–54-year-olds with over three-quarters of them taking up radio listening on the weekend. - See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.Js1MTiXR.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.”
- See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.”
- See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpufA
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.” - See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.”
- See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.” - See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.” - See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf
According to Nielsen, “Radio’s ability to reach consumers in large numbers isn’t confined to the Monday-Friday workweek. Across several of the major buying demographics that advertisers covet, radio’s reach on the weekends often rivals the reach we see Monday-Friday. For example, the radio reaches nearly three-fourths (72%) of Millennials (18–34) nationwide on the weekend, second only to the afternoon/early evening, also known as the ‘PM Drive,’ at 75% penetration.” - See more at: http://www.radioworld.com/article/nielsen-dont-forget-weekends/278245#sthash.RFouVMgt.dpuf

Tags: Effective Radio Advertising, Small Business Marketing, Small Business Advertising, Maine Small Business, Portland Radio