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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

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

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

Who Listens To Tampa Radio Stations Online?

Aug 27, 2021 1:49:25 PM / by Larry Julius

When Tampa Bay's first radio station, WDAE, began broadcasting on May 31, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Tampa Bay, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Tampa Bay consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Tampa radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 34.8% 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. 

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Topics Streaming, Streaming Audio, best way to advertise, radio advertising, online advertising, smart speaker, internet, advertising options

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

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