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Television Advertising In Wilmington: What Are Consumers Watching?

May 11, 2022 4:53:44 PM / by Larry Julius

Every week, 550,788 Wilmington, Delaware area consumers watch something on TV.

Not too many years ago, when a Wilmington consumer sat down to watch TV, the program options were limited to what was on Philadelphia stations like WDPN, WPPX, KYW, WCAU, WHYY, 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 Wilmington 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, Wilmington 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 television advertising, pay-TV, direcTV, cable television, television, satellite television, cable tv, ctv, streaming video, SVOD, avod, cable, local television, streaming media, streaming TV

How Much Time Do Wilmington Consumers Spend Watching Streaming TV?

Feb 17, 2022 10:50:27 AM / by Larry Julius

Every week, 397,000 Wilmington, Delaware area 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, Tri-state 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, 95.0% of Wilmington 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, Wilmington consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, digital advertising, cable television, cable tv, ott, ctv, streaming video, SVOD, avod, cable, advertising options, internet, streaming media, internet advertising, streaming TV

Advertise In Wilmington: Who's Watching The Local TV Stations?

Dec 22, 2021 1:03:44 PM / by Larry Julius

It wasn't too long ago when advertising on Wilmington, Delaware area television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of Tri-state area viewers who watch Philadelphia stations like WDPN, WPPX, KYW, WCAU, and WHYY has plummeted. In all, only 73% 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 Delaware 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 television advertising, pay-TV, direcTV, cable television, television, satellite television, cable tv, ott, ctv, streaming video, SVOD, avod, local television, streaming media

How Often Are Wilmington Consumers Online?

Jul 16, 2021 7:20:00 AM / by Larry Julius

More than 96% of Wilmington area adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow Delaware 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 Wilmington 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 Wilmington consumers each month.

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Topics Small Business Advertising, Best Way To Advertise, Streaming Audio, social media advertising, Online Advertising, small business owner, small business, social media, small business marketing, ott, ctv, streaming video, SVOD, online shopping, wilmington small business owners, best way to advertise in wilmington, avod, streaming media

Television Advertising In Wilmington: Where Are The Viewers?

Jul 2, 2021 11:32:22 AM / by Larry Julius

Broadcast television came to Wilmington, Delaware in 1949 when WDEL-TV signed on for the first time. In those days, only about 0.5% of local households actually owned a set, a number that would grow 10-fold by the mid-1950s.

At first, local consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of Tri-state area stations. 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 Wilmington 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 Wilmington 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, Wilmington 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 Wilmington 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 advertising, cable television, television, ott, ctv, streaming video, SVOD, avod, local television

OTT & CTV: Who Watches Streaming Video In Wilmington?

Mar 23, 2021 5:41:41 PM / by Larry Julius

Each week, according to Nielsen, 63.8% of Wilmington, Delaware consumers watch video programs that aren't delivered over-the-air by local TV stations.  They aren't coming from a local cable company or by satellite.  Instead, these programs are being streamed directly to viewers via an internet connection.

This type of streamed video content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). These two terms are sometimes are often 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 Wilmington, 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 Online Advertising, small business owner, small business, small business marketing, ott, ctv, streaming video, SVOD, wilmington small business owners, best way to advertise in wilmington, avod

Advertise in Wilmington: How Local Consumers Use The Internet?

Feb 26, 2021 11:20:07 AM / by Larry Julius

Wilmington, Delaware area business owners are expected to invest $183-million 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, 95.9% of adult consumers in the Tri-state area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

 

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

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Topics Small Business Advertising, social media advertising, Online Advertising, small business owner, facebook advertising, small business, digital advertising, instagram, facebook, twitter, social media, small business marketing, ott, ctv, SVOD, online shopping, wilmington small business owners, best way to advertise in wilmington, avod

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