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OTT & CTV: Who Watches Streaming Video In Tampa Bay?

Mar 19, 2021 1:39:52 PM / by Larry Julius

Each week, according to Nielsen, 68.4% of Tampa Bay consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often 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 Tampa Bay, 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 small business, small business owner, best way to advertise, tampa small business owners, advertise in tampa bay, digital advertising, online advertising, small business advertising, small business marketing, OTT, CTV, streaming video, internet

Tampa Bay Homeowners Plan To Spend Stimulus Cash On Improvements

Mar 15, 2021 2:29:59 PM / by Larry Julius

Tampa Bay residents will begin receiving economic stimulus checks  from the Internal Revenue Service as early as today.  In all, local consumers will receive more than $4.1 billion in payments.

This infusion of cash into the Tampa area economy was authorized by Congress last week in the American Rescue Plan legislation. 

The stimulus relief legislation calls for a one-time payment of $1,400 to single adults. Married couples who filed jointly will receive $2,800 total ($1,400 apiece). Families will get an additional $1,400 for each eligible dependent regardless of age. A family of four could get $5,600 in total payments. Like the second round of stimulus payments, the third round specifically prohibits payments to anyone who died before January 1, 2020.

Many of the stimulus dollars will end up in the wallets of 808 thousand Tampa Bay homeowners. Based on research from Modernize, a leader in the home improvement and home services industry, 57% of these consumers are planning to spend all or part of their checks on home improvement projects.

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Topics Return On Investment, ROI, Home Remodeling, Home Improvement, Replacement Windows, best way to advertise, radio advertising, home owners, contractors, stimulus checks, roofing, homeowners

Does Anyone Listen To Tampa Radio At Night?

Mar 9, 2021 4:06:16 PM / by Larry Julius

Each week, according to Nielsen, more than 2.2 million adult consumers tune-in to a Tampa radio station. This is significantly more than watch local TV or cable. More than stream video channels like Netflix or Hulu. More than read local newspapers. More than use Facebook or Instagram. More than listen to online audio services like Pandora and Spotify.

But almost everyone knows (including many who advertise on Tampa radio) that consumers only listen to local radio stations during the day. Right? Wrong!

According to Nielsen, 46% of local consumers listen to Tampa radio stations each week between 7:00pm and 12:00am. This is a larger audience than Pandora, Spotify, and Instagram combined reach during an entire week.

For Tampa small business owners, radio's immense nighttime audience offers a unique value proposition.

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Topics small business, small business owner, prime time, time of day, tampa small business owners, advertise on tampa radio, small business advertising, radio listeners, night, effective advertising, advertise on radio, small business marketing

Grab A Larger Share Of Tampa Bay's Accelerating Retail Spending

Mar 4, 2021 1:20:31 PM / by Larry Julius

Tampa consumers are expected to spend upward of $43.9-billion at retail in 2021. This would be, at minimum, a 6.5% jump over 2020. The forecast is based on newly released estimates by the National Retail Federation.

“Despite the continuing health and economic challenges COVID-19 presents, we are very optimistic that healthy consumer fundamentals, pent-up demand and widespread distribution of the vaccine will generate increased economic growth, retail sales and consumer spending,” NRF President and CEO Matthew Shay said.

“From the outset of the pandemic, retailers have gone above and beyond even the most conservative safety guidelines to protect and serve their associates and consumers alike."

To capture the largest possible share of spending growth, local retailers will need to advertise. By the most crucial marketing metrics, the best best way to reach consumers is by advertising on Tampa radio.

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Topics small business, small business owner, tampa small business owners, retail stores, website, small business advertising, consumer spending, Retail Sales, Retailer, retail, website visitors, small business marketing, online shoppers, retail spending

Advertise in Tampa Bay: How Local Consumers Use The Internet?

Feb 25, 2021 2:54:21 PM / by Larry Julius

Tampa area business owners are expected to invest $1.2-billion during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 95.2% of adult consumers in the Tampa area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Tampa Bay adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business, small business owner, tampa small business owners, advertise in tampa bay, digital advertising, online advertising, facebook advertising, instagram, facebook, social media advertising, small business advertising, social media, small business marketing, OTT, CTV, avod, svod, online shoppers, internet

5 Key Advertising Stats Tampa Bay Small Business Owners Should Know

Feb 22, 2021 1:42:45 PM / by Larry Julius

Since 1922, advertising on Tampa radio has helped small business owners survive and thrive during times of peril. This includes world wars, natural disasters, depressions, and recessions.

Even during a pandemic, by almost every key marketing metric, radio advertising remains the best way for a Tampa Bay business to market its goods and services.

To prove the point, here are five statistics that vividly demonstrate the value of advertising on Tampa radio.

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Topics Return On Investment, ROI, best way to advertise, reach, radio commercials, retail stores, advertise on tampa radio, in-car advertising, website, Retail Sales, Retailer, retail, web traffic, website visitors, in-car audio, listening location, online shoppers

Advertising In Tampa Bay: Reaching Female Consumers

Feb 10, 2021 1:35:17 PM / by Larry Julius

There are 1,362,200 adult women in the Tampa Bay area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $43.5 billion and $49.7 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

  • Single women across all income brackets spend, on average, $34,817 on goods and service
  • Working married women contribute over a third of their families’ incomes
  • Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

  • The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
  • Women are 50% more likely than men to regularly watch online how-to videos.
  • 94% of women between the ages of 15-35 spend over an hour per day shopping online.
  • 70% of travel consumers are women.
  • 85% of women say that if they like a brand, they will remain loyal to it.

For Tampa Bay small business owners to successfully capture a meaningful share of the local female economy requires advertising.

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Topics small business, small business owner, best way to advertise, tampa small business owners, advertise on tampa radio, advertising to mothers, small business advertising, advertise to women, advertise to single women, advertise on radio, small business marketing, marketing to women

How Smart Speakers Affect Advertising On Tampa Radio

Feb 4, 2021 2:16:35 PM / by Larry Julius

Tampa Bay's first radio station, WDAE-AM, began broadcasting on May 31, 1922.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 71 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Tampa consumers.

In 1993, however, new technology permitted Tampa radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Tampa radio to reach more local consumers every week than all other media.

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Topics small business, small business owner, Streaming, Streaming Audio, best way to advertise, tampa small business owners, advertise on tampa radio, small business advertising, amazon echo, smart speaker, google home, small business marketing, siri

Tampa Radio: Which Stations Do Local Consumers Prefer?

Jan 26, 2021 9:23:54 AM / by Larry Julius

There are 47 radio stations with listeners in Tampa Bay. 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, 2.2 million adults tune-in to their favorite Tampa 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 Tampa radio stations to choose between, Nielsen reports that, on average, adult consumers only listen to 2.8 each week.  So, which stations do local consumers choose?

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Topics millennials, Streaming, Streaming Audio, radio advertising, radio commercials, radio listeners, smart speaker, millennial parents, listening location, share of listeners, radio formats

Advertising In Tampa Bay: Drivers Turn Up The Radio

Jan 20, 2021 3:16:52 PM / by Larry Julius

Local radio came to Tampa Bay on May 31, 1922, when WDAE signed-on. The station was owned by three-time Tampa mayor and publisher of the Tampa Daily Times newspaper, D.B. McKay.

The station broadcast from the sixth floor of the Citrus Exchange Building at the corner of Zack and Tampa Street. The building would later become the downton location of the Maas Brothers department store.

From that day, many predicted radio's success would succumb to advances from new technologies. In 1927, the challenge came from talking movies. In the 1940s, the predators were 13-inch TV sets. In the 1970s, it was 8-track and cassette tapes. In the past 20 years, there was a multi-flank attack from iPods, Zunes, YouTube, Sirius, XM, Pandora, Spotify,

So far, all of these challengers have failed. Not even a pandemic has been able to remove radio as a vital force in the life of Tampa Bay consumers.

Every week, according to Nielsen, more adults tune-in to Tampa radio than watch TV or cable. Use social media platforms like Facebook or Instagram. Read newspapers. Or, stream music from Pandora or Spotify.

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Topics small business, small business owner, best way to advertise, radio advertising, tampa small business owners, advertise on tampa radio, in-car advertising, point of purchase, small business advertising, radio listeners, vehicle traffic, in-car audio, small business marketing, mobility

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