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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

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

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

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

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

Advertising ROI In Tampa Bay: Television vs. Radio

Nov 9, 2020 3:33:02 PM / by Larry Julius

Every week, according to Nielsen, significantly more consumers are reached by local radio than by Tampa TV.

For Tampa Bay small business owners whose marketing budgets have been ravaged by the pandemic, though, the question is which of these media can provide the best return for their advertising investments. An ROI study conducted by Nielsen and commissioned by Cumulus Media | Westwood One provides a conclusive answer.

Between April 30 and May 27 of this year, Nielsen analyzed the sales results of a major retailer who conducted an advertising campaign on both radio and television during that period.  

Using  their Portable People Meter panel of 80,000 consumers, Nielsen measured the purchase behavior of consumers who were exposed to the advertiser's commercials on both radio and television. To learn more about the methodology, click here.

The result of the study indicates that the money invested in radio advertising had a much stronger return than the money spent on TV.

Here are the key findings of the ROI study:

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Topics Return On Investment, ROI, Television, small business, small business owner, Television Advertising, radio advertising, tampa small business owners, retail stores, small business advertising, Retail Sales, Retailer, retail, small business marketing

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

Advertising In Tampa Bay: OTT & CTV Viewing Soars

Sep 4, 2020 4:16:38 PM / by Larry Julius

Advertising on Tampa television and cable is becoming less attractive to local business owners as viewers rapidly defect to alternative video entertainment sources including, Netflix, YouTube, Hulu, Amazon and Disney+.

Collectively these streaming services are referred to as Over-The-Top Television (OTT) and Connected-TV (CTV). Viewers can only access this OTT and CTV content via smartphone, tablets, computers, smart-TVs, Amazon Fire Sticks, and Roku Sticks, Nielsen reports that 93.4% of Tampa Bay adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 42.8% of all Tampa Bay consumers every week.

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Topics Television, small business, small business owner, Cable TV, Television Advertising, best way to advertise, tampa small business owners, advertise on tampa radio, small business advertising, pay-tv, advertise on radio, small business marketing, OTT, CTV, streaming video

Advertising On Tampa Radio Reaches Pay-TV's Cable Cutters

Jul 31, 2020 6:05:15 AM / by Larry Julius

More than one-third of Tampa Bay households are 'cord-cutters' or 'cord-nevers'. This means, they have fired their cable or satellite television providers or never subscribed at all. Instead, these consumers are choosing to find their video entertainment elsewhere.

The number of local homes that subscribe to pay-TV services began plummeting in 2013. New technologies has allowed viewers to bypass cable and satellite for more compelling content at lower prices. These cord-cutters now depend on services like Netflix, Hulu, Disney+, and Amazon Prime to fill their multiple screens.

For many years, Tampa Bay business owners have been investing a significant portion of their advertising budgets into cable-TV.  The medium had proven to be a low-cost, high-reach alternative to buying commercial on over-the-air television stations. 

Now, because of cord-cutting, there are 892,000 adult consumers with unconnected TVs. This profoundly diminishes the value proposition of advertising with local cable systems.

There is a powerful and affordable solution, however, for small business owners to reach both the diminishing cable audience and the expanding number of cord-cutters.

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Topics Television, small business, small business owner, Cable TV, Television Advertising, best way to advertise, radio advertising, tampa small business owners, small business advertising, pay-tv, advertise on radio, small business marketing, cord-cutter, advertising on radio, satellite TV

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