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Advertising On Tampa TV: Where Have The Viewers Gone?

Jun 13, 2022 3:25:36 PM / by Larry Julius

During the past seven days. according to Nielsen, only 67.1% of local consumers tuned in to Tampa television stations like WFLA, WTSP, WTVT, WFTS, WEDU, or WFXT.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Tampa radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.

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Topics TV, Television, small business, small business owner, Cable TV, Television Advertising, best way to advertise, tampa small business owners, small business advertising, pay-tv, direcTv, small business marketing, satellite TV, OTT, CTV, avod, svod, local television, streaming TV

Television Advertising In Tampa Bay: What Are Consumers Watching?

May 11, 2022 2:15:53 PM / by Larry Julius

Every week, 2.5 million Tampa Bay consumers watch something on TV.

Not too many years ago, when a Tampa Bay consumer sat down to watch TV, the program options were limited to what was on WFLA, WTSP, WTVT, WFTS, WEDU, or maybe, what was on a handful of cable channels.  That was then. This is now.

Today, according to Nielsen, each time a TV is turned on in a Tampa Bay living room, the viewer has more than 817,000 options not only from broadcast stations and cable systems, but also from streaming video platforms like Netflix, Hulu, Disney+, Peacock, YouTube, Amazon, Tubi, Crackle, and FreeVee.

Of course, Tampa Bay consumers don't even need to sit down in front of their big-screen LCD, anymore. Most of the 817,000 available programs can also be viewed on their computers, tablets, gaming devices, and smartphones. But as far as viewers are concerned, though, it's all just television.

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Topics TV, Television, Cable TV, Television Advertising, Streaming, pay-tv, direcTv, satellite TV, CTV, streaming video, avod, svod, local television, streaming television, streaming media, streaming TV

How Much Time Do Tampa Bay Consumers Spend Watching Streaming TV?

Feb 17, 2022 9:32:53 AM / by Larry Julius

Every week, 1.7 million Tampa Bay adults watch video programs delivered via the internet. This content goes by several interchangeable names, including OTT (Over-The-Top Television), CTV (Connected TV), and Streaming Video. For this article, we will refer to this type of content as Streaming TV.

Unlike traditional TV, cable, and satellite where the viewer needs to be in a fixed location, Tampa Bay consumers can access streaming TV anywhere using an internet-connected device. These include SmartTVs, Firesticks, Roku, smartphones, computers, laptops, tablets, and gaming consoles.

In all, according to Nielsen, 95.2% of Tampa Bay households have one or more devices capable of connecting to streaming TV. Although this medium is still new, streaming TV now rivals legacy media in its ability to reach local consumers.

Every week, Tampa Bay consumers are spending more-and-more time engaged with streaming TV.

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Topics Cable TV, Television Advertising, Streaming, digital advertising, online advertising, OTT, CTV, streaming video, avod, svod, advertising options, streaming television, internet advertising, streaming media, streaming TV

Advertise In Tampa Bay: Who's Watching The Local TV Stations?

Dec 22, 2021 10:17:41 AM / by Larry Julius

It wasn't too long ago when advertising on Tampa Bay television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by WFLA, WTSP, WTVT, WFTS, and WEDU has plummeted. In all only 67% of adult consumers now tune-in to at least one of these channels during the week, according to Nielsen.

The consumption of video content isn't diminishing among Tampa Bay consumers. What has changed, though, is how they are watching it.

In November, according to Nielsen, the share of time watching broadcast television has fallen behind other video options including cable programing and internet-delivered choices such as Netflix, Hulu, Disney+, and hundreds of other streaming networks.

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Topics TV, Television, Cable TV, Television Advertising, pay-tv, satellite TV, OTT, CTV, streaming video, avod, svod, local television, streaming television, streaming media, streaming TV

How Often Are Tampa Bay Consumers Online?

Jul 15, 2021 4:26:56 PM / by Larry Julius

Nearly 96% of Tampa Bay adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow West Florida consumers to go online whenever they choose, which, for some adults, is always.

The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In total, 85% of consumers say they connect at least one time every day.

So, how are Tampa Bay consumers spending all this time connected to the internet?

According to Nielsen, streaming audio and video content, social networking, checking the weather, and banking are the top online activities for Tampa Bay consumers each month.

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Topics small business, small business owner, Streaming, Streaming Audio, best way to advertise, tampa small business owners, online advertising, social media advertising, small business advertising, borrell associates, social media, small business marketing, OTT, streaming video, avod, svod, online shoppers

Television Advertising In Tampa Bay: Where Are The Viewers?

Jul 1, 2021 3:44:29 PM / by Larry Julius

Broadcast television came to Tampa Bay in 1953 when WSUN-TV (now WTTA) signed on for the first time. In those days, very few local households actually owned a set, a number that would grow to 50% by 1960.

At first, Tampa Bay consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including  WFLA and WTVT. The quality of reception varied day-to-day.

By the early 1960s, however, local cable systems began to bring higher-quality, reliable reception to households throughout the Tampa Bay area. The number of programming options, though, remained limited to affiliates of ABC, NBC, and CBS.

In 1972, viewing options began to expand as local cable began offering Tampa Bay area consumers the opportunity to purchase premium services, including HBO, Showtime, and Cinemax.  Five years later came an explosion of non-premium cable channels such as TBS and CNN.

In the early 1990s, Tampa Bay viewers could not only receive their television programming over-the-air or by cable, but options expanded to include satellite delivery by DishTV and DirectTV.

The next TV innovation came in 2007 as Tampa Bay consumers started turning to the internet to watch streaming channels like Netflix and Hulu.  These new services allowed viewers to watch TV on their phones, computers, and tablets as well as their living room LCD and Plasma screens.

Today, all of this video technology offers viewers the ultimate flexibility to choose how, when, and where to watch TV.  So, what are they watching?

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Topics Television, Cable TV, Television Advertising, Streaming, OTT, CTV, streaming video, avod, svod, local television

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

Advertising In Tampa Bay: Top 5 Articles From 2020

Dec 8, 2020 4:17:57 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 123,000 small businesses in the Tampa-St. Petersburg-Clearwater, FL Metro area .  Advertising has become a tool for survival.
 
As cash becomes precious, though, Tampa Bay small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of local business owners have sought advice and direction from www.AdvertiseInTampaBay.com.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics Television, small business, small business owner, Cable TV, Television Advertising, radio advertising, tampa small business owners, newspaper advertising, tampa bay times, small business advertising, pay-tv, small business marketing, OTT, CTV, newspaper readers, avod, svod, 2020

AVOD: Four Letters Every Tampa Bay Small Business Owners Should Know

Nov 3, 2020 8:29:45 AM / by Larry Julius

Before we explain AVOD, it is important to understand SVOD.

Tampa Bay small business owners may not be familiar with SVOD, but chances are they let it into their homes and onto their phones.

SVOD is the abbreviation for Subscription Video On Demand. That is the collective name for streaming networks like Netflix, Hulu, Disney+, and Amazon Prime.  For a monthly fee, these services provide commercial-free access to TV shows, original content, and movies.

These SVOD networks are delivered to viewers' phones, tablets, computers, and smart-TVs via the internet and not over-the-air or cable systems.

SVOD makes up a significant part of what advertisers refer to as OTT (Over-The-Top-Television) and CTV (Connected-Television). OTT/CTV is video-programming content that viewers can only watch on smartphones, tablets, computers, smart-TVs, Amazon Firesticks, and Roku Sticks.  Nielsen reports that 94.3% of Tampa Bay adults own at least one of these devices.

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Topics Television, small business, small business owner, Cable TV, Television Advertising, best way to advertise, tampa small business owners, small business advertising, small business marketing, OTT, CTV, streaming video, avod, svod

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