It used to be so simple. When a small business owner wanted to advertise on Philadelphia television, there were only a few options including, KYW, WPVI, WCAU, WHYY, and WTFX. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and Comcast.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Delaware Valley 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, 94.2% of Philadelphia households own a device capable of receiving streaming video.

In all, says Nielsen, 2.7 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.

According to Nielsen, 1,224,829 Delaware Valley consumers listened to or downloaded a podcast during the past 30 days. This is 28.9% 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.

Philadelphia 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 Philadelphia 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:

Delaware Valley business owners are expected to spend $524,032,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.0% higher than in 2020.

Streaming video advertising expenditures are accelerating as Philadelphia area 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 Philadelphia, 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.

According to Nielsen, 4.1 million adults in the Philadelphia area have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 10.98 hours per week online.

Philadelphia millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Philadelphia's 25-39-year-old consumers are clocking 13.95 hours connected to the internet.

So, how are Philadelphia consumers spending their time online?

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

Delaware Valley business owners are expected to invest $1.3-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 Philadelphia area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-seven percent of Delaware Valley adults spend at least one hour per week online, with most spending at least 10 hours connected.

Delaware Valley shoppers are expected to spend a record $13.2 billion online in 2020, based on the most recent projections from eMarketer. This would represent year-over-year growth of 32.4%.

During the same period, according to eMarketer, receipts at brick-and-mortar stores have contracted by 3.2%.  Overall, excluding gas and auto sales, e-commerce will account for 20.6% of all retail sales this year.

The Coronavirus pandemic is credited with this seismic shift in shopping behavior as consumers continue to avoid stores and opt for online shopping.

“We’ve seen e-commerce accelerate in ways that didn’t seem possible last spring, given the extent of the economic crisis,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “While much of the shift has been led by essential categories like grocery, there has been surprising strength in discretionary categories like consumer electronics and home furnishings that benefited from pandemic-driven lifestyle needs.”

Even before the onset of the pandemic, 81.3% of Philadelphia area consumers had bought goods online over the prior six months, according to Nielsen research. Purchases included clothing, health & beauty products, travel reservations, books, furniture, and groceries.

Facebook usage has swelled since the onset of the Covid-19. 

According to Nielsen, before the current chaos, 61% of Delaware Valley adults used Facebook each month. This was significantly fewer than were reached by local radio or television each week.

According to the New York Times, however, since the start of the Coronavirus, daily Facebook traffic has increased by 27%. This compares to 33% growth in the amount of time consumers spend listening to local radio during a similar period.

Based on the surge in Facebook consumption, Philadelphia small business owners might be tempted to purchase advertising on the social media platform to augment their regular, free postings. Here are are few facts these businesses should consider before investing.

March is the biggest single month for used car sales in the Delaware Valley. During these 31 days alone, local pre-owned vehicle dealers are expected to bring in $198 million in sales. This will represent 10% of their annual revenue.

By the end of May, these dealers owners will sell more than $550 million worth of pre-owned cars and trucks. This, undoubtedly, makes March-May 'used car season' in the Philadelphia area.

Although most Delaware Valley used car dealers are small business owners, they do really big business. In all, over the next 12 months, more than 680,000 pre-owned vehicles will be driven off their lots.

To capture a larger share of the area's $1.9 billion used car market requires pre-owned vehicle dealers to advertise. By any measure, the best way for these business owners to advertise is on Philadelphia radio.

As Valentine's Day sales begin to dwindle, that's when Delaware Valley small business owners start thinking about Mom.

Mother's Day, which happens on the second Sunday of May, is second only to Christmas in terms of holiday spending. Last year, Philadelphia area consumers spent more than $416-million celebrating the women in their lives. That number is expected to grow again in 2020.

To claim a significant share of this Mother's Day cash, local retailers and restaurants will need to advertise.  By almost every key metric, advertising on Philadelphia radio is the best choice.

Low unemployment, a boom in housing starts, and confident consumers are propelling robust sales for Delaware Valley furniture stores.

In 2019, local consumers in the Philadelphia area spent $2.2 billion on furniture and home furnishing. This number is expected to grow.

Based on estimates developed by Furniture Today’s Strategic Insights team and Easy Analytic Software Inc. (EASI), the total furniture and bedding market is projected to expand by more than 22% by 2024.

If a Delaware Valley small business owner who sells furniture, furnishings, or home decor would like to grab a larger share of this expanding market, then advertising is necessary.  By almost every key metric, advertising on local radio is a sound marketing investment.