Every week, according to Nielsen, Fort Myers radio reaches 877,056 adults. This is more consumers than use any other medium, including local TV, local cable, streaming video, social media, online audio, and newspapers.

Reach, though, is only one component used to calculate ratings.  The other metric that contributes to the rating formula is the time spent using each medium. So, although for the past 10 years, AM/FM radio's reach has been significantly higher than the reach of local TV, consumers spent considerably more time watching TV. As a result of the math, TV has enjoyed higher ratings than radio.

For the first time, however, AM/FM radio ratings have exceeded local TV ratings by three percent among the key advertising demographic of 18-49-year-olds, according to Nielsen's Total Audience Data for the third quarter of 2023.

In the Fort Myers area, there are 380,049 18-49-year-olds, the majority of whom are millennials, a generation that now accounts for nearly one-third of all retail spending.

The combined weekly reach of broadcast television stations in Southwest Florida has slipped to 76.1% of all adults, according to Nielsen. These stations include WINK, WBBH, WZVN, WGCU, and WFTX.  

The combined Fort Myers TV area audience now is only a fraction ahead of cable programming at 75.6% and streaming platforms at 64.8%. To put this virtual dead heat into perspective, none of the three video media is a match for Fort Myers radio which reaches more than 88% 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 74.4% of local consumers tuned in to Fort Myers television stations like WINK, WBBH, WZVN, WGCU, and WFTX.  TV's diminishing reach among adults 18 and older has been eclipsed by the audience size for social media, cable, and Fort Myers 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, 950,856 million Southwest Florida consumers watch something on TV.

Not too many years ago, when a Fort Myers consumer sat down to watch TV, the program options were limited to what was on WINK, WBBH, WZVN, WGCU, WFTX, 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 Fort Myers 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, Fort Myers 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.

No matter which Fort Myers television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on WINK, WBBH, WZVN, WGCU, or WFTXthe most effective way to reach likely voters in the Fort Myers area? Or is advertising on cable channels provided by Xfinity, DISH, and DirecTV the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Fort Myers radio.

Every week, 548,000 likely voters will listen to Fort Myers radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

It wasn't too long ago when advertising on Fort Myers 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 WINK, WBBH, WZVN, WGCU, and WFTX has plummeted. In all only 77% 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 Southwest Florida 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 Fort Myers area television, there were only a few options including, WINK, WBBH, WZVN, WGCU, and WFTX. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, and DirecTV.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Southwest Florida 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, 95.7% of Fort Myers-Naples area households own a device capable of receiving streaming video.

In all, says Nielsen, 610,634 SWFL 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 SWFL adults as local TV and local cable.

Every week, according to Nielsen, 943,000 adult consumers in Southwest Florida 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, SWFL consumers have a gargantuan number of viewing choices. This includes programs from stations like WINK, WBBH, WZVN, WGCU, and WFTX. Or maybe cable and satellite systems like Xfinity, DISH, and DirecTV. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Fort Myers-Naples 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 Fort Myers 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 Fort Myers adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.

Southwest Florida business owners are expected to spend $86,147,000 on streaming video advertising in 2021, according to Borrell Associates, a company that tracks online marketing expenditures across the country. This spending will be 26.3% higher than in 2020.

Streaming video advertising expenditures are accelerating as Fort Myers 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 the Fort Myers-Naples area, 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.

Broadcast television came to Fort Myers in 1954 when WINK-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, Fort Myers consumers needed rabbit-ears or outdoor antennas to receive signals from a small handful of Western Florida stations, including  WTVT and WFLA. 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 Fort Myers 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 Fort Myers 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, Fort Myers 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 Fort Myers 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?