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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

What Are Tampa Bay Consumers Watching On TV?

Nov 18, 2021 1:57:46 PM / by Larry Julius

Every week, according to Nielsen, 2.5 million adult consumers in Tampa Bay watch something on television. But, of course, the definition of what it means to watch TV has changed since the time when the number of available viewing options could be counted on the fingers of a single hand.

Today, Tampa Bay consumers have a gargantuan number of viewing choices. This includes programs from stations like WFLA, WTSP, WTVT, WFTS, and WEDU. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and Spectrum. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Tampa Bay consumers tied to the 21-inch Zenith in their living rooms. Instead, TV can be watched on giant LCDs, smartphones, and tablets from any room in the house, in the backseat of their cars, or practically anywhere else.

The best way to think about TV watching in Tampa Bay is in terms of three buckets:

  1. Over-the-air...including all broadcast channels
  2. Cable...including all premium and non-premium programming
  3. Internet...including all streaming services. This is also known as OTT or CTV

Here's how many Tampa Bay adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics Television, Cable TV, Television Advertising, best way to advertise, pay-tv, dish network, direcTv, OTT, CTV, internet, local television, streaming television, internet advertising, xfinity, spectrum

Does Cable TV Advertising Make Sense For Tampa Small Business Owners?

May 12, 2020 9:44:42 AM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 69% of Tampa Bay households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Tampa area include Xfinity, Dish, Spectrum, Frontier, 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 Television, small business, small business owner, Cable TV, Television Advertising, millennials, best way to advertise, radio advertising, pay-tv, dish network, direcTv

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