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.

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.

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.

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.

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.

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.

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.

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.

Type "LAS VEGAS REAL ESTATE AGENTS" into Google. In slightly over a half-second, the search will deliver 25,700,000 results. Similar searches for Henderson, Winchester, Paradise, and Spring Valley produce a proportional number of returns.

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

The Wall Street Journal published a trend yesterday indicating that mortgage applications for purchase 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 Las Vegas radio will help accomplish this.  Here's why.