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

Dec 22, 2021 10:37:25 AM / by Larry Julius

It wasn't too long ago when advertising on Las Vegas 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 KSNV, KVUU, KLAS, KTNV, and KLVX 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 Nevada 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, las vegas tv advertising, advertise on las vegas TV, television, pay-TV, cox cable, cable TV, direcTV, satellite TV, Streaming Video, OTT, CTV, svod, avod, streaming media, streaming TV, local television

Las Vegas Small Business Owners Guide To OTT & CTV Advertising

Dec 14, 2021 3:45:30 PM / by Larry Julius

It used to be so simple. When a small business owner wanted to advertise on Las Vegas television, there were only a few options including, KSNV, KVUU, KLAS, KTNV, and KLVX. But slowly, the number of options expanded to include cable channels provided by COX, DISH, and DirecTV.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Nevada 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, 96.8% of Las Vegas households own a device capable of receiving streaming video.

In all, says Nielsen, 1.3 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 television advertising, online advertising, internet advertising, digital advertising, television, pay-TV, cox cable, cable TV, Streaming Video, OTT, CTV, streaming media, streaming TV, local television

What Are Las Vegas Consumers Watching On TV?

Nov 18, 2021 2:10:26 PM / by Larry Julius

Every week, according to Nielsen, 1.7 million adult consumers in Las Vegas 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, Las Vegas consumers have a gargantuan number of viewing choices. This includes programs from stations like KSNV, KVUU, KLAS, KTNV, and KLVX. Or maybe cable and satellite systems like COX, DISH, and DirecTV. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Las Vegas 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 Las Vegas 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 Las Vegas adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

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Topics television advertising, best way to advertise in las vegas, internet advertising, best way to advertise, television, pay-TV, cox cable, cable TV, direcTV, Streaming Video, OTT, CTV, purchase intent, streaming media, streaming TV

Advertising In Las Vegas: Top 5 Articles From 2020

Dec 8, 2020 5:18:50 PM / by Larry Julius

As the pandemic rages on, advertising is no longer a luxury for the 69,000 small businesses in the Las Vegas-Henderson-Paradise, NV Metroarea .  Advertising has become a tool for survival.
 
As cash becomes precious, though, Clark County 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.AdvertiseInLasVegas.com.  Here is a recap of the top 5 articles read on the site during 2020.
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Topics small business advertising, small business owner, television advertising, radio advertising, las vegas small business owner, effective radio advertising, newspaper advertising, small business, television, pay-TV, cox cable, cable TV, small business marketing, OTT, CTV, las vegas review-journal, svod, avod, 2020

AVOD: Four Letters Every Las Vegas Small Business Owners Should Know

Nov 2, 2020 4:28:01 PM / by Larry Julius

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

Las Vegas 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 92.7% of Las Vegas adults own at least one of these devices.

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Topics small business advertising, small business owner, television advertising, las vegas small business owner, best way to advertise, small business, television, cox cable, cable TV, small business marketing, Streaming Video, OTT, CTV, svod, avod

Advertising In Las Vegas: OTT & CTV Viewing Soars

Sep 4, 2020 4:52:34 PM / by Larry Julius

Advertising on Las Vegas 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 92.7% of Clark County adults own at least one these devices. Furthermore, they are using them.

According to Nielsen, OTT and CTV networks now reach 44.8% of all Las Vegas consumers every week.

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Topics small business advertising, small business owner, television advertising, las vegas small business owner, best way to advertise in las vegas, advertise on las vegas TV, best way to advertise, small business, television, pay-TV, cox cable, cable TV, advertise on radio, small business marketing, Streaming Video, OTT, CTV

Advertising On Las Vegas Radio Reaches Cable-TV's Cord Cutters

Jul 30, 2020 5:48:41 PM / by Larry Julius

More than one-third of Clark County 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, Nevada 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 611,000 adult consumers in Las Vegas 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 small business advertising, small business owner, television advertising, radio advertising, las vegas small business owner, advertise on las vegas TV, effective radio advertising, best way to advertise, small business, television, pay-TV, cox cable, cable TV, advertise on radio, small business marketing, cord-cutter, cord-never, satellite TV

Does Cable TV Advertising Make Sense For Las Vegas Small Businesses?

May 12, 2020 3:26:22 PM / by Larry Julius

Pay-TV is struggling to survive COVID-19.

Before the onset of the pandemic, Nielsen reported that 64%% of Clark County households received their television programs from cable systems, telephone companies, or satellite operators.  That number, however, is plummeting.

Pay-TV providers in the Las Vegas area include Cox, Dish, CenturyLink, 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 small business owner, television advertising, millennials, best way to advertise, small business, television, pay-TV, cox cable, cable TV, direcTV, Dish

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