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TV Advertising In Las Vegas: Local Stations and Cable Losing Ground

Dec 21, 2022 10:00:00 AM / by Larry Julius

The combined weekly reach of Las Vegas's broadcast television stations has slipped to 66.0% of all adults, according to Nielsen. These stations include KSNV, KVUU, KLAS, KTNV, and KLVX.  

The combined Las Vegas TV audience now falls behind streaming platforms at 70.4% and cable programming at 66.8%. To put this virtual dead heat into perspective, none of the three video media is a match for Las Vegas radio which reaches more than 81.2% 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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Political Advertising In Las Vegas: Campaigns Go Over The Top

Aug 22, 2022 10:05:00 AM / by Larry Julius

According to Nielsen research, 1.2 million people in the Las Vegas 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 KSNV, KVUU, KLAS, KTNV, and KLVX has decayed by 10%.

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Topics television advertising, online advertising, internet advertising, digital advertising, political advertising, television, political rates, political rate card, Streaming Video, OTT, CTV, svod, avod, streaming media, streaming TV, local television

Advertising On Las Vegas TV: Where Have The Viewers Gone?

Jun 13, 2022 3:39:38 PM / by Larry Julius

During the past seven days. according to Nielsen, only 64.7% of local consumers tuned in to Las Vegas television stations like KSNV, KVUU, KLAS, KTNV, and KLVX.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Las Vegas 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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Television Advertising In Las Vegas: What Are Consumers Watching?

May 11, 2022 2:28:09 PM / by Larry Julius

Every week, 1.7 million Las Vegas consumers watch something on TV.

Not too many years ago, when a Las Vegas consumer sat down to watch TV, the program options were limited to what was on KSNV, KVUU, KLAS, KTNV, KLVX, 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 Las Vegas 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, Las Vegas 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.

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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, CTV, svod, avod, streaming media, streaming TV, local television

How Much Time Do Las Vegas Consumers Spend Watching Streaming TV?

Feb 17, 2022 9:43:39 AM / by Larry Julius

Every week, 1.2 million Las Vegas 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, Las Vegas 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, 96.8% of Las Vegas 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, Las Vegas consumers are spending more-and-more time engaged with streaming TV.

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Topics online advertising, internet advertising, digital advertising, cable TV, Streaming Video, OTT, CTV, svod, avod, streaming media, advertising options, streaming TV

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

How Often Are Las Vegas Consumers Online?

Jul 15, 2021 4:41:14 PM / by Larry Julius

More than 97% of Las Vegas adults have access to the internet.  Ubiquitous technology such as computers, tablets, smartphones, and connected TVs allow Nevada 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 Las Vegas 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 Las Vegas consumers each month.

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Television Advertising In Las Vegas: Where Are The Viewers?

Jul 1, 2021 4:00:33 PM / by Larry Julius

Broadcast television came to Las Vegas in 1953 when KLAS-TV signed on for the first time. In those days, very few local households actually owned a set, a number that would grow to 50% by 1960.

At first, Las Vegas consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including  KLRG (now KSNV) and KSHO (now KTNV). 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 Las Vegas 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 Las Vegas 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, Las Vegas 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 Las Vegas 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, television, cable TV, Streaming Video, OTT, CTV, svod, avod

OTT & CTV: Who Watches Streaming Video In Las Vegas?

Mar 19, 2021 3:34:58 PM / by Larry Julius

Each week, according to Nielsen, 68.6% of Las Vegas 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 Las Vegas, 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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Advertise in Las Vegas: How Local Consumers Use The Internet?

Feb 26, 2021 2:00:46 PM / by Larry Julius

Las Vegas area business owners are expected to invest $473-million during 2021 to advertise to consumers connected to the internet. This forecast was produced by Borrell Associates, a company that tracks business advertising expenditures across the country.

These online marketing dollars will be spent on banner advertising, search engine marketing, email, as well as audio and video advertising. This is all to capture the attention of shoppers and buyers as they go about their connected days.

According to Nielsen, 96% of adult consumers in the Las Vegas area have access to the internet. They connect, primarily, with desktop and laptop computers; smartphones; or tablets.

Ninety-four percent of Las Vegas adults spend at least one hour per week online, with most spending at least 10 hours connected.

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Topics small business advertising, small business owner, advertise in las vegas, las vegas small business owner, online advertising, internet advertising, digital advertising, twitter, social media advertising, facebook, instagram, facebook advertising, small business, small business marketing, OTT, CTV, svod, avod, online shopping

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