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Phil’s 2020 Letter

Have Cord Cutters Killed Regional TV Advertising?

Happy New Year from Condron Media!
January is underway, and we are excited for yet another year serving our partners and clients.
The following is a note from our founder, Phil Condron.

We had a client who was interested in reaching a broad 10 county area in Northeastern PA.

We suggested TV should be a cornerstone of the media plan.

The client responded, “Who watches TV any longer?”

The reference was to the “cord cutters” or “cord stackers.”

A cord cutter is one who no longer subscribes to cable or satellite (linear) TV but watches streaming programming through various devices. Cord stackers are those who retain connected (linear) TV service and also view streaming programs.

The streaming process is known as Over The Top (OTT) and is delivered to viewers through a variety of devices including HDMI sticks (Amazon Fire, Roku, etc.), smart TVs with built-in apps like Netflix & HBO Go, game consoles, internet-enabled smart Blu-ray/DVD players and streaming boxes (Amazon Fire TV, Apple TV, etc.).

connect tv

The latest J.D. Power study shows about 60% of streaming customers are cord stackers; 23% are cord shavers (those who still subscribe to TV but have downgraded their service package); 13% are cord cutters (those who have recently canceled TV service); and 4% are cord nevers (those who have never subscribed to pay TV and only subscribe to streaming video services), according to IP Carrier.

So, does that mean advertisers can’t reach the cord cutters?

Not at all.

In fact, video messages can be finely targeted to specific audiences by geography and lifestyle through OTT. So, the targeting of commercials is much more specifically directed in this process than by broadcast or cable TV programming.

And at the end of an OTT TV campaign ad exposure results are available showing where and through what programming the commercials were viewed.

So of course, the answer to our client’s question about current TV viewers is that there are still over 80% of households who view TV as it originates.

That’s almost a half million TV viewers in our market.

OTT is a growing video medium and will affect advertisers with increasing impact in the coming years.

But TV viewing is still alive and well.

-Phil Condron


Note: Phil’s 2020 letter first appeared in our January newsletter.
If you want to subscribe to our mailing list to be the first to read news like this, head here.

Phil’s 2019 Letter

Time to Assess the Year Ahead

Here at Condron Media, we began another great year serving our partners and clients with a note from our founder, Phil Condron:

As a new year dawns, it’s a great time to reassess our business and personal goals.

We should: Assess. Identify. Find. Attack.

We’re not referencing New Year’s resolutions. They often lose their luster and fade into oblivion by early February.

We’re discussing an assessment of where our business objectives stand, which accomplishments should become priorities during the next 12 months, and what personal steps we should undertake to ensure those goals are achieved.

How to start?

In order to look ahead, we need to look at the spent year and assess our strengths and weaknesses. In order to set achievable goals we have to be honest and objective. Landing the McDonald’s corporate account may be a stretch for most of us. So knowing what we have to work with and where opportunities exist gives us the map points to plan our yearly journey. Yes, that’s a simplistic SWOT exercise I’m suggesting.

Matching current resources with realistic goals leads to identification of holes in our business that either have to be filled or covered to move ahead. Often it’s additional people skills that are needed to support renewed growth.

The next step is to determine if those resources should be rented or purchased. Do we need them full time or merely for specific projects? There are truly accomplished pros that prefer operating as independent contractors who offer valuable corporate skills to fill holes on a temporary basis.

So that’s the plan.

-Assess our status.
-Identify new horizons.
-Find the best skills.
-Attack the challenge.

Now don’t just read this. Do it.

-Phil Condron


Note: Phil’s 2019 letter first appeared in our January newsletter.
If you want to subscribe to our mailing list to be the first to read news like this, head over here.

Happy Holidays (and big news) from Condron Media

Happy Holidays!

Condron Media is unwrapping BIG NEWS for the holiday.

That’s right – we’re moving!

New year, new digs.

We want to wish our clients, partners, and friends a happy holiday season.

Condron Media will be ringing in the New Year from our new home in the Abington Forum building in Clarks Green.


As of January, 2019 you can find us here:

120 North Abington Rd
Clarks Green, PA 18411


Our address will be new, but some things never change.

You can still call us at 570-344-6888, and you can still expect the same dedicated service and creative marketing solutions from our team.

We’ll be ringing in the new year from our new office, so remember to update your address book and stay tuned for Phil’s annual letter next month.

We want to thank you for your business.

Have a safe and happy holiday season!

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