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

Dec 21, 2021 4:25:14 PM / by Larry Julius

It wasn't too long ago when advertising on Boston television stations was considered the gold standard for marketing by local business owners. But over the past few years, the number of viewers reached by WCVB, WHDH, WBZ, WCVB, WGBH, and WFXT has plummeted. In all only 72% 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 Boston 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, television, PAY-TV, Cable TV, ott, ctv, streaming video, SVOD, AVOD, local television, Streaming TV, streaming media

Boston Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 1:15:29 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Boston television, there were only a few options including, WCVB, WHDH, WBZ, WGBH, and WFXT. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and RCN.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to New England 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, 95.6% of Boston households own a device capable of receiving streaming video.

In all, says Nielsen, 2.8 million 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 adults as local TV and local cable.

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Topics online advertising, television advertising, digital advertising, television, PAY-TV, Cable TV, ott, ctv, streaming video, local television, internet advertising, Streaming TV, streaming media

What Are Boston Consumers Watching On TV?

Nov 18, 2021 12:25:06 PM / by Larry Julius

Every week, according to Nielsen, 5.8 million adult consumers in Boston 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, Boston consumers have a gargantuan number of viewing choices. This includes programs from stations like WCVB, WHDH, WBZ, WGBH, and WFXT. Or maybe cable and satellite systems like Xfinity, DISH, DirecTV, and RCN. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Boston 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 Boston 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 Boston 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, television, PAY-TV, DirecTV, Cable TV, Dish Network, ott, ctv, streaming video, internet, local television, Streaming TV, streaming media

Advertising In Boston: Top 5 Articles From 2020

Dec 8, 2020 12:10:38 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 205,000 small businesses in the Boston-Cambridge-Newton, MA-NH Metro area.  Advertising has become a tool for survival.
 
As cash becomes precious, though, Boston area small business owners and retailers need to ensure that every dollar spent  on advertising has a significant effect on sales.
 
To make the best advertising choices, thousands of local business owners have sought advice and direction from www.AdvertiseInBoston.Com.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics retail, best way to advertise, newspaper advertising, boston newspaper, radio advertising, small business owner, small business marketing, television advertising, small business, small business advertising, advice, television, retail sales, retailer, retail store, PAY-TV, Cable TV, ott, ctv, SVOD, AVOD, 2020

Advertising In Boston: OTT & CTV Viewing Soars

Sep 4, 2020 1:40:25 PM / by Larry Julius

Advertising on Boston television and cable is becoming less attractive to local business owners as viewers rapidly defect to alternative video entertainment sources including, Netflix, YouTube, Hulu, Amazon and Disney+.

Collectively these streaming services are referred to as Over-The-Top Television (OTT) and Connected-TV (CTV). Viewers can only access this OTT and CTV content via smartphone, tablets, computers, smart-TVs, Amazon Fire Sticks, and Roku Sticks, Nielsen reports that 94.3% of Boston adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 43.4% of all Boston consumers every week.

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Topics best way to advertise, small business owner, small business marketing, television advertising, small business, advertise on radio, small business advertising, television, PAY-TV, Cable TV, advertise on boston radio, ott, ctv, streaming video

Advertising On Boston Radio Reaches Pay-TV's Cord Cutters

Jul 30, 2020 8:28:03 AM / by Larry Julius

More than one-third of Boston area 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, Boston 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 1.3 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.

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Topics best way to advertise, radio advertising, small business owner, small business marketing, television advertising, small business, advertise on radio, small business advertising, television, PAY-TV, Cable TV, cord-cutter, cord-never

Why Boston Real Estate Agents Need To Advertise Now

May 22, 2020 8:53:42 AM / by Larry Julius

Type "BOSTON REAL ESTATE AGENTS" into Google. In slightly over a half-second, the search will deliver 33,900,000 results. Similar searches for Brookline, Cambridge, Newton, Lexington, Boxborough, or Westford produce a proportional number of returns.

Despite the economic hardships imposed by the Coronavirus crisis on Boston area consumers, the demand for real estate is booming. 

The Wall Street Journal published a trend yesterday indicating that mortgage applications for purchasing a home have achieved levels equal to last year.

According to redfin.com, home buying demand is 16.5% higher now than it was pre-COVID-19 on a seasonally adjusted basis.

Redfin attributes this explosive growth in real estate shoppers to two factors, including record-low mortgage rates. The other primary driver is a migration trend from expensive metropolitan areas as buyers hunt for more space at lower prices.

To capture a larger share of the robust market, local real estate agents need to stand apart from the millions of Google results.  Advertising on Boston radio will help accomplish this.  Here's why.

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Topics best way to advertise, newspaper advertising, small business owner, online advertising, social media advertising, television advertising, small business, advertise on radio, home buyers, home sellers, real estate, streaming audio, PAY-TV

Does Cable TV Advertising Make Sense For Boston Small Business Owners?

May 12, 2020 6:49:09 AM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 80.4% of Boston area households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Boston area include Xfinity, Dish, Spectrum, and DirecTV.

"Cord-cutting, people dropping their cable and satellite TV subscriptions, pre-dates the onset of Covid-19. But the pandemic is exaggerating the trend, creating deeper issuers for programming that relies on those services for distribution," Eric Savitz wrote last week in Barron's.  This includes non-premium services like ESPN, TBS, TNT, USA, CNN, and Discovery.

"LightShed Partners analyst Richard Greenfield counts a loss of 1.96 million subscribers to cable, satellite TV, and virtual cable services combined in the first quarter," Savitz continued. "This is the worst combined quarterly drop ever, down 6% from a year ago."

Greenfield said in an interview with Barron’s that what is especially sobering is that most of the first quarter activity pre-dated the virus. The numbers are likely to get considerably worse in the second quarter.

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Topics best way to advertise, radio advertising, small business owner, millennials, television advertising, small business, television, PAY-TV, DirecTV, Cable TV, Dish Network

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