According to Nielsen, 487,506 adults tune in to their favorite Wilmington, Delaware, radio stations every week. This is significantly more consumers than are reached by all other advertising-supported media, including local TV, local cable, streaming video, social media, online audio, and local newspapers.

Wilmington radio's unchallenged reach is why many local business owners depend on the medium to capture the largest possible share of the $14.6 billion dollars consumers are expected to spend at retail this year.

Other local small business owners, however, may be surprised to learn that by most marketing metrics, radio remains the best way to advertise in Wilmington.

Here are four more facts about AM/FM radio that may surprise many local marketers.

Every week, according to Nielsen, Wilmington, Deleware, radio reaches 487,506 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Wilmington area, there are 299,401 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

The combined weekly reach of Wilmington, Delaware's broadcast television stations has slipped to 66.2% of all adults, according to Nielsen. These include area television stations like WDPN, WPPX, KYW, WCAU, and WHYY  

The combined Wilmington TV audience now falls behind cable programming at 80.4% and just ahead of streaming platforms at 64.4%. To put this virtual dead heat into perspective, none of the three video media is a match for Wilmington radio which reaches more than 83% of local adults every week.

But although the reach of broadcast TV, cable, and streaming are neck-and-neck, the share of time consumers spend with each of these media is dramatically different.

According to Nielsen research, 464,000 people in the Wilmington, Delaware area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WDPN, WPPX, KYW, WCAU, and WHYY, has decayed by 10%.

During the past seven days. according to Nielsen, only 69.5% of local consumers tuned in to Wilmington, Delaware area television stations like WDPN, WPPX, KYW, WCAU, and WHYY.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Wilmington radio. Furthermore, streaming video services such as Netflix, Hulu, Prime, and Disney+ are quickly reaching parity with over-the-air options.

The erosion of local TV station audiences is stunning when comparing prime-time ratings from the past.  In 1980, the highest-ranked TV show was Cheers with a 21.3 rating. The 30th-ranked show was The Wonder Years with a 14.2 rating.

Twenty years later, Survivor was the number one show with a 17.4 rating and Family Law was the 30th ranked show with an 8.8 rating.

Finally, in 2019, Sunday Night Football was the number one ranked show with a 10.9 rating. Survivor tied with Dancing With The Stars in 30th place with a 5.5 rating.

It is stunning to think that the number one TV show in 2019 had a 24% lower rating than the 30th-ranked show in 1980.

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.

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.

It used to be, when a small business owner wanted to advertise on television in Wilmington, the only option was to advertise on Philadelphia stations like WDPN, WPPX, KYW, WCAU, and WHYY. But slowly, the number of options has expanded to include cable channels provided by Xfinity, DISH, DirecTV, and Verizon FIOS.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Deleware consumers. Collectively, this type of content is called OTT (Over-The-Top-Television) or CTV (Connected-Television). For the purpose of this discussion, OTT & CTV will be referred to singularly as streaming video.

Streaming video can be viewed on any device that can connect to the internet. This includes computers, laptops, tablets, and smartphones. Programing can also be accessed using a smart-TV, Roku Stick, Amazon Fire Stick, or a game console. In all, according to Nielsen, 95.1% of Wilmington households own a device capable of receiving streaming video.

In all, says Nielsen, 379,077 Wilmington consumers watch streaming video content every week. Combined, these internet channels now reach more adults every week than local newspapers, podcasts, and digital audio services like Pandora, Spotify, Sirius/XM. Amazon Music, and iHeart Radio.

Surprisingly, streaming video now reaches almost as many Wilmington adults as local TV and local cable.

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.

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?