Broadcast TV versus Cable TV in Tampa Bay, Part 2
It is a very competitive cable marketplace in Tampa Bay. Division among various cable systems prevents an individual system from reaching the full market. In Tampa Bay, there are four major cable systems and 50 minor cable systems – up to 108 different head-ends an advertiser would need to purchase to fully reach all cable subscribers.
Tampa Major Cable Systems
|Bright House||Tampa Bay DMA||992,790|
|VerizonFIOS TV||Tampa Bay DMA||272,100*|
|Comcast||Sarasota / Bradenton||160,100|
Source: Nielsen Media Research (February 2010). *Verizon FIOS includes Knology Subscribers (estimated at 27,200 total homes in Pinellas County).
By only advertising on Bright House, an advertiser’s commercial will not be seen by 44% of the Tampa Bay Market! Alternatively, advertising on a broadcast channel like WFLA, you will reach all of these homes, regardless of how they receive their TV signal.
Source of Television Signal – Tampa Bay DMA
Due to the rise of satellite and VerizonFIOS, Bright House Cable’s penetration in the Tampa market is slipping quickly. In fact, their penetration is down 8% in the past two years, and declining more every month. You can see the effect of Verizon, as Bright House’s penetration among cable homes is declining even faster than their penetration of the total market. While Bright House used to have a monopoly hold on the cable market in Tampa, Verizon has caused them to lose 15% of their share of the cable market in three years.