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TV Advertising In Charlotte: Local Stations and Cable Losing Ground

Dec 16, 2022 4:38:46 PM / by Larry Julius

The combined weekly reach of Charlotte's broadcast television stations has slipped to 72.5% of all adults, according to Nielsen. These stations include WBTV, WSOC, WNSC, WCNC, and WJZY.  

The combined Charlotte TV audience now falls behind cable programming at 74.2% and just ahead of streaming platforms at 66.6%. To put this virtual dead heat into perspective, none of the three video media is a match for Charlotte radio which reaches more than 74.7% 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.

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Topics television advertising, OTT, streaming media, television, cable television, CTV, streaming video, svod, avod, cable tv, local television, streaming television, streaming TV

Political Advertising In Charlotte: Campaigns Go Over The Top

Aug 22, 2022 7:05:00 AM / by Larry Julius

According to Nielsen research, 1.8 million people in the Charlotte 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 WBTV, WSOC, WNSC, WCNC, and WJZY has decayed by 10%.

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Topics television advertising, online advertising, digital advertising, political advertising, OTT, television, political rates, CTV, streaming video, svod, avod, local television, streaming television, internet advertising, streaming TV

Advertising On Charlotte TV: Where Have The Viewers Gone?

Jun 13, 2022 2:37:02 PM / by Larry Julius

During the past seven days. according to Nielsen, only 70.9% of local consumers tuned in to Charlotte television stations like WBTV, WSOC, WNSC, WCNC, and WJZY.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Charlotte 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.

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Topics best way to advertise, small business, small business owner, television advertising, small business marketing, small business advertising, OTT, television, pay-tv, cable television, direcTV, satellite TV, CTV, svod, avod, cable tv, local television, streaming television, streaming TV

Advertising In Charlotte: Don't Say 'March Madness'

Feb 21, 2022 2:01:58 PM / by Larry Julius

Right now, at least one of the 97,696 businesses located in the Charlotte area is thinking about using the phrase 'March Madness' as part of upcoming advertising and marketing plans. Why not? It's a great use of alliteration. It's a familiar term. And, it's that time of year.

A furniture store in Indian Trail might think it would be clever to use 'March Madness' in its commercials on Charlotte radio to promote a big spring sale. A non-profit in Matthews feels it would be a good way to describe its charity fun run on social media and online advertising. A sports bar in Rock Hill believes it would be a no-brainer to use the term in streaming video and audio ads to bring in scores of basketball fans.

It is, indeed,  tempting for a Charlotte small business owner to use this term for advertising or marketing purposes. But,  to avoid a costly legal battle, the use of this trademarked phrase should be a non-starter. Here's why.

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Topics radio advertising, social media advertising, television advertising, online advertising, OTT, streaming media, streaming audio, CTV, streaming video, streaming television, internet advertising, display advertising, search engine marketing, SEM, streaming TV, copyright, trademark, intellectual property

How Much Time Do Charlotte Consumers Spend Watching Streaming TV?

Feb 17, 2022 8:05:30 AM / by Larry Julius

Every week, 1.4 million Charlotte 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, Charlotte 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, 95.1% of Charlotte 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, Charlotte consumers are spending more-and-more time engaged with streaming TV.

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Topics television advertising, OTT, streaming media, cable television, CTV, streaming video, svod, avod, cable tv, streaming television, streaming TV

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

Dec 22, 2021 9:22:58 AM / by Larry Julius

It wasn't too long ago when advertising on Charlotte 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 WBTV, WSOC, WNSC, WCNC, and WJZY has plummeted. In all only 71% 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 Charlotte 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, OTT, streaming media, television, pay-tv, cable television, direcTV, satellite TV, CTV, streaming video, svod, avod, cable tv, local television, streaming television

What Are Charlotte Consumers Watching On TV?

Nov 18, 2021 1:07:15 PM / by Larry Julius

Every week, according to Nielsen, 2.5 million adult consumers in Charlotte 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, Charlotte consumers have a gargantuan number of viewing choices. This includes programs from stations like WBTV, WSOC, WNSC, WCNC, and WJZY. Or maybe cable and satellite systems like Spectrum, DISH, DirecTV, and Google Fiber. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Charlotte 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 Charlotte 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 Charlotte 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, OTT, streaming media, television, pay-tv, cable television, direcTV, dish network, CTV, streaming video, cable tv, internet, local television, streaming television

Streaming Video Terms For Charlotte Small Business Owners

Sep 20, 2021 5:14:50 PM / by Larry Julius

Charlotte business owners are expected to spend $167,546,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 21% higher than in 2020.

Streaming video advertising expenditures are accelerating as Charlotte 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 Charlotte, 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 television advertising, online advertising, digital advertising, OTT, streaming media, streaming audio, cable television, CTV, streaming video, cable tv, advertise in charlotte, local television, streaming television, inter advertising

How Often Are Charlotte Consumers Online?

Jul 15, 2021 3:25:03 PM / by Larry Julius

Almost 96% of Charlotte adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow North Carolina 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 Charlotte 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 Charlotte consumers each month.

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Topics best way to advertise, social media advertising, small business, small business owner, online advertising, small business marketing, small business advertising, OTT, streaming media, streaming audio, CTV, streaming video, svod, avod, online shopping

Television Advertising In Charlotte: Where Are The Viewers?

Jul 1, 2021 2:09:50 PM / by Larry Julius

Broadcast television came to Charlotte in 1949 when WBTV-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 100-fold by the mid-1950s.

At first, Charlotte consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including  WSOC and WAYS (now WCCB). 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 Charlotte 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 Charlotte 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, Charlotte 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 Charlotte 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, OTT, streaming media, television, cable television, CTV, streaming video, svod, avod, cable tv, local television

How Much Time Do Charlotte Consumers Spend Online?

Jun 4, 2021 2:16:05 PM / by Larry Julius

According to Nielsen, 2.1 million adults in the Charlotte area have access to the internet, equivalent to 95.7% of the population. On average, local consumers are spending 11.08 hours per week online.

Charlotte millennials, the first generation that grew up in a digital world, spend considerably more time online. Nielsen reports that, on average, Charlotte's 25-39-year-old consumers are clocking 13.99 hours connected to the internet.

So, how are Charlotte 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 Charlotte consumers each month.

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Topics best way to advertise, social media advertising, online advertising, digital advertising, OTT, social media, streaming media, streaming audio, streaming video, online shopping, internet

OTT & CTV: Who Watches Streaming Video In Charlotte?

Mar 19, 2021 8:27:54 AM / by Larry Julius

Each week, according to Nielsen, 67.6% of Charlotte 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 Charlotte, 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 best way to advertise, small business, small business owner, online advertising, digital advertising, small business marketing, small business advertising, OTT, streaming media, CTV, streaming video, advertise in charlotte, internet

Online Advertising In Charlotte: How Much Do Local Businesses Spend?

Dec 14, 2020 3:46:10 PM / by Larry Julius

Over 95% of Charlotte adults have access to the internet, according to Nielsen. Seventy percent of these consumers spend more than five hours a week connected.

Nielsen reports that Charlotte consumers go online to stay connected to friends and family; research products and services; learn the latest news, and obtain directions to where they are going and know what the weather will be when they get there.  

Here are some of the many reasons why Charlotte internet users go online each month

  • Social Media: 77%
  • Weather: 57%
  • Online Banking: 54%
  • Maps/Directions: 47%
  • Product Reviews: 41%
  • Current Events: 35%
  • Restaurant Reviews: 30%
  • Sports Scores/News: 28%
  • Job Search: 19%
  • Real Estate: 16%

And, of course, there is shopping.  Over the past six months, according to Nielsen, 82% of Charlotte consumers shopped online for every imaginable product and service including, cars, golf clubs, office supplies, wedding rings, mattresses, tires, medicine, shoes, socks, and eyeglasses.

To reach local consumers while they are online, Charlotte businesses will spend $587 million for digital advertising in 2020, according to Borrell Associates.  Here is how the money is being spent:

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Topics radio advertising, social media advertising, small business, small business owner, online advertising, small business marketing, small business advertising, OTT, social media, e-commerce, wedding, CTV, email marketing, email advertising, online shopping

Advertising In Charlotte: Top 5 Articles From 2020

Dec 8, 2020 1:28:47 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 92,000 small businesses in the Charlotte-Concord-Gastonia, NC-SC metro area .  Advertising has become a tool for survival.
 
As cash becomes precious, though, Charlotte 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.AdvertiseInCharlotte.om.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics radio advertising, small business, small business owner, television advertising, newspaper advertising, newspaper readers, small business marketing, small business advertising, OTT, television, pay-tv, cable television, radio listening, CTV, svod, avod, cable tv, 2020

AVOD: Four Letters Every Charlotte Small Business Owners Should Know

Nov 2, 2020 4:04:21 PM / by Larry Julius

Before we explain AVOD, it is important to understand SVOD.

Charlotte small business owners may not be familiar with SVOD, but chances are they let it into their homes and onto their phones.

SVOD is the abbreviation for Subscription Video On Demand. That is the collective name for streaming networks like Netflix, Hulu, Disney+, and Amazon Prime.  For a monthly fee, these services provide commercial-free access to TV shows, original content, and movies.

These SVOD networks are delivered to viewers' phones, tablets, computers, and smart-TVs via the internet and not over-the-air or cable systems.

SVOD makes up a significant part of what advertisers refer to as OTT (Over-The-Top-Television) and CTV (Connected-Television). OTT/CTV is video-programming content that viewers can only watch on smartphones, tablets, computers, smart-TVs, Amazon Firesticks, and Roku Sticks.  Nielsen reports that 92.3% of Charlotte adults own at least one of these devices.

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Topics best way to advertise, small business, small business owner, television advertising, small business marketing, small business advertising, OTT, streaming media, television, cable television, CTV, streaming video, svod, avod

Advertising In Charlotte: OTT & CTV Viewing Soars

Sep 4, 2020 2:46:01 PM / by Larry Julius

Advertising on Charlotte 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 92.3% of Charlotte 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 Charlotte consumers every week.

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Topics best way to advertise, radio advertising, small business, small business owner, television advertising, small business marketing, small business advertising, OTT, streaming media, television, pay-tv, cable television, advertise on radio, CTV, streaming video

Endorsement Advertising Builds Brand For Charlotte Small Business

Jan 14, 2020 6:51:52 AM / by Larry Julius

There is probably not a week that goes by when the 1,827,300 listeners to Charlotte radio don't hear about Sona Dermatology & MedSpa. The company's advertising runs nearly every day.

"We will probably never stop using radio advertising in Charlotte," says Meigan Alexander, Director of Marketing for the company. "Radio has been a part of the company's identity since the beginning."

Sona was founded as a single location MedSpa in 1977 by Byron Ashbridge. "In the beginning," says Ms. Alexander, "most of what we did was laser hair removal."

Today, Sona has 20 offices across the country including one in Charlotte, Huntersville, and Ballantyne. In addition to hair removal, the company now offers CoolSculpting, Botox, skin rejuvenation, and MiraDry. 

Although Sona had been advertising successfully on radio for two decades, it became even more critical three years ago.

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Topics best way to advertise, radio advertising, small business, small business owner, television advertising, endorsement advertising, medspa, dermatology, skincare, DJ endorsements, branding, OTT

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