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Advertise In Tampa Bay: Online Listening Boosts Audience For AM/FM

Jun 30, 2022 9:45:28 AM / by Larry Julius

Despite an abundance of media options, Tampa Bay radio reaches the most consumers every week. 

According to Nielsen, every week 2.3 million adults tune in to their favorite Tampa Bay stations. This is more than watch local TV stations, cable, or streaming video. It is more than browse social media. It is more than listen to streaming audio services or podcasts. It is more than read local newspapers.

Not all listening to Tampa Bay radio happens on car radios, table-top radios, or boom boxes. Instead, local consumers also use their smartphones, computers, and tablets as a way to connect to their favorite local stations.

Neilsen finds that 29.2% of all consumers who listen to a Tampa Bay radio station over the air will, at some point during the month, also connect to a local station via the internet. As a matter of fact, during a typical hour, Nielsen data suggests that 10.9% of a station's total audience is listening on a device other than a traditional receiver.

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Topics Streaming, Streaming Audio, radio advertising, digital advertising, online advertising, internet, internet advertising, streaming media, am/fm radio, online radio listening

How To Create A Podcast For A Tampa Bay Small Business

Mar 11, 2022 3:23:39 PM / by Jason Muth

If you're anything like the 2.2 million Tampa Bay consumers who, according to Nielsen, listen to or download a podcast every month, you probably already see the value in podcasting as a relatively new audio medium that entertains, enlightens, motivates, or informs listeners.

But if you're part of the 75% of local adults who are not regular podcast listeners, you're probably wondering why on earth would anyone want to listen to a podcast, let alone create one for their Tampa Bay business.

Launching a podcast might seem like a daunting test for small business owners without much technical background or an understanding of how to structure a compelling conversation that will engage prospective customers.

In reality, local small business owners can easily reach new customers with podcasts and complement their traditional advertising in Tampa Bay with a longer-form, conversational medium that showcases the company's knowledge in an authoritative manner.

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Topics small business, small business owner, best way to advertise, tampa small business owners, digital advertising, online advertising, small business advertising, small business marketing, podcasts, internet, internet advertising, podcasting

Advertising In Tampa Bay: Don't Say 'March Madness'

Feb 21, 2022 2:32:03 PM / by Larry Julius

Right now, at least one of the 128,637 businesses located in the Tampa Bay area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Clearwater might think it would be clever to use 'March Madness' in its commercials on Tampa radio to promote a big spring sale. A non-profit in St. Petersburg feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Brandon believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Tampa Bay small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics Television Advertising, Streaming, Streaming Audio, radio advertising, digital advertising, online advertising, social media advertising, OTT, CTV, streaming video, streaming television, internet advertising, streaming media, streaming TV, search engine marketing, sem, display advertising, intellectual property, trademark, copyright

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

Online Advertising In Tampa Bay: How Much Will Be Spent in 2022?

Jan 20, 2022 6:08:41 PM / by Larry Julius

Tampa Bay area business owners are expected to spend $1-billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Tampa Bay's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Tampa Bay area consumer is served more than 1700 of these ads per month.

Video advertising in Tampa Bay is forecast to account for 21% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

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Topics Streaming, Streaming Audio, digital advertising, online advertising, social media advertising, millennial parents, borrell associates, social media, OTT, streaming video, ad spending, advertising options, streaming television, internet advertising, streaming media, streaming TV, search engine marketing, sem

Tampa Bay Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 3:11:37 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Tampa television, there were only a few options including, WFLA, WTSP, WTVT, WFTS, and WEDU. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and Spectrum.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Western Florida consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.2% of Tampa Bay households own a device capable of receiving streaming video.

In all, says Nielsen, 1.7 million consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many adults as local TV and local cable.

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Topics Cable TV, Television Advertising, digital advertising, online advertising, pay-tv, OTT, CTV, streaming video, internet, local television, internet advertising, streaming media, streaming TV

Advertise In Tampa Bay: Top 5 Articles From 2021

Nov 29, 2021 2:53:37 PM / by Larry Julius

Based on projections from the National Retail Federation (NRF), Tampa Bay consumers are on track to spend $46.3-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, Tampa Bay area business owners are expected to spend $1.6 billion 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 Tampa Bay 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 AdvertiseInTampaBay.com.  

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

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Topics Television Advertising, best way to advertise, radio advertising, advertise on tampa radio, advertise in tampa bay, advertising in Tampa, radio recruitment advertising, digital advertising, online advertising, how to advertise, social media advertising, politcial advertising, employment advertising, advertise on radio, advertising on radio, local television, advertising options, internet advertising

Who Listens To Podcasts in Tampa Bay?

Oct 11, 2021 7:20:00 AM / by Larry Julius

According to Nielsen, 566,261 Tampa Bay consumers listened to or downloaded a podcast during the past 30 days. This is 21.8% of the adult population.

A podcast is a downloadable digital audio file available to listeners on an internet-connected device like a smartphone, tablet, or computer. These files are typically part of series focusing on a particular theme such as true crime, professional football, politics, or pop culture.

Tampa Bay consumers can listen to their favorite podcasts whenever they choose using apps like Spotify, Pandora, Google, and Stitcher. The most used podcasting app, though, is Apple Podcasts.

Research from PodcastHosing.org indicates that Tampa Bay consumers can access more than 2,000,000 podcast series comprising over 48,000,000 unique episodes. According to data compiled by Edison research, the top 10 podcasts during the second quarter of 2021 were:

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Topics Streaming, Streaming Audio, best way to advertise, tampa radio, digital advertising, online advertising, smart speaker, podcasts, tampa bay radio, internet advertising, podcasting

Advertising On Tampa Radio: How Smart Speakers Add Value

Sep 28, 2021 1:43:45 PM / by Larry Julius

Since 1922 when WDAE-AM signed on, local small business owners have been advertising on Tampa Bay radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 727,000 consumers in Tampa Bay have a smart speaker in their homes, according to Nielsen. This is 28% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Tampa Bay consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Tampa Bay radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics small business, small business owner, Streaming, Streaming Audio, radio advertising, tampa small business owners, digital advertising, online advertising, how to advertise, small business advertising, radio listeners, effective advertising, amazon echo, smart speaker, google home, small business marketing, siri, internet advertising, alexa

Streaming Video Terms For Tampa Bay Small Business Owners

Sep 20, 2021 5:59:47 PM / by Larry Julius

Tampa Bay business owners are expected to spend $257,507,00 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 25.9% higher than in 2020.

Streaming video advertising expenditures are accelerating as Tampa Bay consumers continue to abandon shows on local TV stations and cable systems in favor of programming streamed via an internet connection. These online channels include Netflix, Hulu, Prime, Disney+, Paramount+, Peacock, Prime Video, Roku Channel, SlingTV, PlutoTV, and dozens more.

This type of streamed video content is known collectively as OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes 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, according to Nielsen, 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 Cable TV, Television Advertising, Streaming, Streaming Audio, digital advertising, online advertising, OTT, CTV, streaming video, local television, streaming television, internet advertising

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