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What Are Philadelphia Consumers Watching On TV?

Nov 18, 2021 1:47:22 PM / by Larry Julius

Every week, according to Nielsen, 4.1 million adult consumers in the Delaware Valley 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, Philadelphia consumers have a gargantuan number of viewing choices. This includes programs from stations like KYW, WPVI, WCAU, WHYY, and WTFX. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and Comcast. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Philadelphia 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 Philadelphia 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 Philadelphia adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics Best Way To Advertise, television advertising, philadelphia television, pay-TV, direcTV, cable television, television, dish network, satellite television, cable tv, ott, ctv, streaming video, cable, best way to advertise in philadelphia, internet, local television, streaming media, internet advertising

AVOD: 4 Letters Every Philadelphia Small Business Owners Should Know

Nov 3, 2020 8:13:10 AM / by Larry Julius

Before we explain AVOD, it is important to understand SVOD.

Delaware Valley 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 92.1% of Philadelphia area adults own at least one of these devices.

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Topics Delaware Valley Small Business Owner, Philadelphia Small Business Owner, Small Business Advertising, Best Way To Advertise, television advertising, small business owner, small business, philadelphia television, direcTV, cable television, television, small business marketing, satellite television, cable tv, ott, ctv, streaming video, SVOD

Does Cable TV Advertising Make Sense For Philadelphia Small Businesses?

May 12, 2020 2:42:48 PM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 77% of Delaware Valley households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Philadelphia area include Xfinity, Fios, RCN, Hotwire, Dish, Spectrum, 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 Best Way To Advertise, Millennials, television advertising, small business owner, radio advertising, small business, pay-TV, direcTV, fios, xfinity, comcast, spectrum, cable television, television, dish network

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