Every week, 425,000 Central Savannah River Area (CSRA) consumers watch something on TV.

Not too many years ago, when an Augusta, Georgia area consumer sat down to watch TV, the program options were limited to what was on WJBF, WRDW, WCES, WAGT, WFXG, 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 an Augusta 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, Augusta 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 Augusta, Georgia 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 WJBF, WRDW, WCES, WAGT, or WFXG the most effective way to reach likely voters in the CSRA? Or is advertising on cable channels provided by Xfinity, DISH, DirecTV, and WOW!. 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 Augusta radio.

Every week, 238,000 likely voters will listen to Augusta 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 Augusta, Georgia 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 WJBF, WRDW, WCES, WAGT, and WFXG has plummeted. In all only 67% 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 CSRA 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 Augusta television, there were only a few options including, WJBF, WRDW, WCES, WAGT, and WFXG. But slowly, the number of options expanded to include cable channels provided by Xfinity, DISH, DirecTV, and WOW!.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to CSRA 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, 95.2% of Augusta area households own a device capable of receiving streaming video. 

In all, says Nielsen, 297,500 Augusta area 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 CSRA adults as local TV and local cable.