Based on projections from the National Retail Federation (NRF), Southwest Florida consumers are on track to spend $17.2-billion with retailers by the end of this year. This would be 13.5% higher than was spent in 2020.

To earn a significant share of these retail dollars, Fort Myers area business owners are expected to spend $621-million to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

To ensure they are spending their advertising and marketing dollars wisely, many SWFL business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInFortMyers.com.  

Here are the top five most-read articles on the site in 2021:

On September 4, the political advertising window opened on Fort Myers television and radio stations.  This is a 60 day period leading up to a general election when broadcast stations licensed by the Federal Communication Commission are obligated to offer candidates for national office the opportunity to buy commercials at the lowest unit rate (LUR).

For example, if a high-frequency advertiser like McDonald's earns the lowest rates on a particular Fort Myers radio station during morning drive-time, then any candidate for federal office must, during the 60-day political window, be offered the same rate for morning drive time on that station, regardless of frequency.

If, however, the McDonald's rate is contingent on the radio station's ability to pre-empt commercials without notice, then qualified candidates must agree to identical terms to receive the same rate.

To facilitate the purchase of commercials on Fort Myers radio, stations will supply candidates with a political rate-card.  This card will show the LUR by time of day and by preemption parameters.

Here are other important facts about political advertising on Fort Myers radio.

There are more than 680,000 registered voters in Southwest Florida. Here is the number by county:

• Collier: 211,221
• Lee: 472,494

According to Nielsen, Fort Myers radio reaches significantly more of these registered voters than all other media, including local television pay-TV, newspaper, social media platforms, and streaming audio sites like Pandora or Spotify.

To be elected, however, requires candidates for every office to share their message with those who are not only registered but who are likely to vote.  Advertising on Fort Myers radio will reach, by far, the most voters who can be counted on to show up on election day.