More than one-third of Delaware Valeey 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, Philadelphia small 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 1.4 million 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.

For many generations of marketers, advertising on Philadelphia television was considered the "gold standard". For a Delaware Valley small business owner who craved massive reach, TV used to be the medium that could deliver.

Over the past few years, however, viewers have been abandoning local TV stations in vast numbers. This has propelled Philadelphia radio into being the most potent reach medium among local consumers.

Every week, 3,830,493 adult consumers tune-in to their favorite Philadelphia radio stations. This is significantly more than the 3,585,160 reached by local television.

For the past 39 years, Philadelphia radio has reached more than 90% of all consumers. But, look what has happened to TV's audience.