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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

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 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

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