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.

In the early 1990s, Boston 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.

Based on the latest projections from the National Retail Federation, holiday sales are expected to grow 3.6%-5.2% over 2019.  This means despite the economic ravages of the pandemic, Boston area shoppers will be spending between $11.9 and $12.2 billion on gifts and other trappings of the season.

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.

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In 1972, viewing options began to expand as local cable began offering Boston 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.

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.

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

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.

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To earn a significant share of these retail dollars, Boston area business owners are expected to spend $3.2 billion to advertise by year's end, according to Borrell Associates. This company tracks advertising expenditures in local markets across the U.S.

Broadcast television came to Boston in 1948 when WBZ-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.

“Given the pandemic, there is uncertainty about consumers’ willingness to spend, but with the economy improving most have the ability to spend,” NRF Chief Economist Jack Kleinhenz said. “Consumers have experienced a difficult year but will likely spend more than anyone would have expected just a few months ago."

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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.

"Consumers have shown they are excited about the holidays and are willing to spend on gifts that lift the spirits of family and friends after such a challenging year," says NRF President and CEO Matthew Shay. "We expect a strong finish to the holiday season."

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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+.

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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.

Topics best way to advertise, small business owner, small business marketing, television advertising, small business, small business advertising, television, Cable TV, ott, ctv, streaming video, SVOD, AVOD

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

To ensure they are spending their advertising and marketing dollars wisely, many Boston business owners research how to best target prospective customers by using local media. An exceptional resource for local business owners to investigate the media habits of localconsumers is on the advice section of AdvertiseInBoston.com.

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.

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.

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 94.3% of Boston adults own at least one of these devices.

The NRF forecast is based on an economic model that takes into consideration a variety of indicators including employment, wages, consumer confidence, disposable income, consumer credit, previous retail sales and weather. NRF defines the holiday season as November 1 through December 31. Numbers forecast by NRF may differ from other organizations that define the holiday season as a longer period or include retail sectors not included by NRF, such as automobile dealers, gasoline stations and restaurants.

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

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

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

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

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.

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The next TV innovation came in 2007 as Boston 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.

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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.

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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.

By the early 1960s, however, local cable systems began to bring higher-quality, reliable reception to households throughout the Boston area. The number of programming options, though, remained limited to affiliates of ABC, NBC, and CBS.

At first, Boston consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of local stations, including  WCVB and WHDH. The quality of reception varied day-to-day.

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.

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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.

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.

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.

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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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?

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.