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What Are Wilmington Consumers Watching On TV?

Nov 18, 2021 3:37:32 PM / by Larry Julius

Every week, according to Nielsen, 555,000 adult consumers in Wilmington, Delaware 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, Wilmington consumers have a gargantuan number of viewing choices. This includes programs from stations like WDPN, WPPX, KYW, WCAU, and WHYY. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and Verizon FIOS. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Wilmington 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 Wilmington 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 Wilmington 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, pay-TV, direcTV, xfinity, cable television, television, dish network, satellite television, ott, ctv, streaming video, best way to advertise in wilmington, internet, local television, streaming media, internet advertising

Who Listens To Podcasts in Wilmington?

Oct 11, 2021 7:45:00 AM / by Larry Julius

According to Nielsen, 121,300 Wilmington, Delaware consumers listened to or downloaded a podcast during the past 30 days. This is 21.2% 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.

Wilmington 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 Wilmington 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:

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Topics Streaming Audio, Online Advertising, best time to advertise, digital advertising, smart speakers, best way to advertise in wilmington, internet, podcast, internet advertising, podcasting

Streaming Video Terms For Wilmington Small Business Owners

Sep 21, 2021 10:24:22 AM / by Larry Julius

Wilmington, Delaware business owners are expected to spend $45,558,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 25.7% higher than in 2020.

Streaming video advertising expenditures are accelerating as Wilmington 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 Wilmington, 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.

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Topics Streaming Audio, television advertising, Online Advertising, digital advertising, cable television, cable tv, streaming video, internet, streaming media, internet advertising

Who Listens To Wilmington Radio Stations Online?

Aug 27, 2021 3:58:01 PM / by Larry Julius

When Wilmington, Delaware's first radio station, WDEL, began broadcasting on July 22, 1922, the station needed a tall antenna and lots of buried copper cable to transmit its signal.  Radio receivers at the time were mostly homemade and involved a piece of crystalline mineral and a wire coil.

Over many decades in Wilmington, both the broadcasting and receiving equipment improved. In the mid-1920s this meant store-bought radios. In the 1930s this meant car radios. In the 1960s this meant transistor radios. In the 1970s this meant boom boxes. And, in the 1980s this meant Walkmen. But, despite these improvements, the fundamental technology of big towers sending a signal through the air to a radio receiver remained the same.

In 1994, there was a new way for Wilmington consumers to listen to the radio. That was the year local stations across the country began streaming their signals over the internet and listeners could use their computers (later their smartphones and smart speakers) as receiving devices. No big antennas, no wires, and no actual radio needed.

In 2021, according to Nielsen, Wilmington radio reaches more local consumers than any other advertising media option.

Neilsen finds, too, that 34.4% of all consumers who listen to a Wilmington radio station over-the-air will, at some point during the month, also connect to a local station via the internet. 

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Topics Best Way To Advertise, Streaming Audio, Online Advertising, radio advertising, smart speakers, best way to advertise in wilmington, advertising options, internet, streaming media

How Much Time Do Wilmington Consumers Spend Online?

Jun 4, 2021 4:22:03 PM / by Larry Julius

According to Nielsen, 548,000 adults in the Wilmington, Delaware area have access to the internet, equivalent to 96% of the population. On average, local consumers are spending 10.59 hours per week online.

Wilmington millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Wilmington's 25-39-year-old consumers are clocking 11.56 hours connected to the internet.

So, how are Wilmington 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 Wilmington consumers each month.

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Topics Best Way To Advertise, Streaming Audio, social media advertising, Online Advertising, digital advertising, social media, ott, ctv, streaming video, online shopping, best way to advertise in wilmington, internet

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