Southeast Michigan business owners are expected to spend $1.3 billion advertising online in 2022. This, according to Borrell Associates, a company that tracks advertising expenditures across the country.

Borrell's forecast indicates that almost 50% of Detroit's online expenditures will be in the form of paid search. The most recognizable type of this advertising is the paid ads that appear adjacent to the results of almost every search query on Google, Yahoo, and Bing.

Borrell's forecast also indicates that approximately 27% of online expenditures will be in the form of display advertising. This consists of traditional banner ads that appear across millions of websites and apps, including social media platforms like Facebook and Instagram. According to SmallBizGenius.net, the average Detroit area consumer is served more than 1700 of these ads per month.

Video advertising in Detroit is forecast to account for 23% of all online ad dollars in 2022. Like search and display, millions of websites can support this type of advertising. This includes sites, apps, and platforms like YouTube, Roku Channel, Hulu, Paramount+, and most social media sites.

The remainder of online advertising dollars is expected to be spent on audio advertising, including streaming sites like Pandora and Spotify; or email marketing campaigns.

It wasn't too long ago when advertising on Detroit 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 WJBK, WDIV, WXYZ, WWJ, and WTVS has plummeted. In all only 78% 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 Southeast Michigan 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 Detroit television, there were only a few options including, WJBK, WDIV, WXYZ, WWJ, and WTVS. But slowly, the number of options expanded to include cable channels provided by Xfinity, AT&T, DirecTV, and Spectrum.

Heading in 2022, local advertisers have even more options as internet-connected devices deliver hundreds of more programming choices to Southeast Michigan 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, 95.5% of Detroit households own a device capable of receiving streaming video.

In all, says Nielsen, 2.1 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.

Surprisingly, streaming video now reaches almost as many adults as local TV and local cable.

When WWJ-AM became Detroit's first radio station in 1921, there was no Facebook, no Xfinity, no Sirius/XM, no Netflix, and no podcasts. It would be 26 years before there was even a local TV station.  Consequently, it was pretty easy for radio to become the number one reach medium among local consumers.

Over the past 100 years, Detroit business owners have come to depend on the mammoth reach of radio among local shoppers to successfully market the goods and services they sell. Advertising on Detroit radio has helped Southeast Michigan companies to survive and thrive during world wars, natural disasters, recessions, depressions, and even a pandemic.

Heading into 2022, local consumers have more media choices than ever before. But, despite the overabundance of social media, video streaming, audio streaming, cable, and other technological marvels, Detroit radio is still the most used advertising medium.

Every week, according to Nielsen, 3.7 million adult consumers in Southeast Michigan 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, Detroit consumers have a gargantuan number of viewing choices. This includes programs from stations like WJBK, WDIV, WXYZ, WWJ, and WTVS. Or maybe cable and satellite systems like Xfinity, AT&T, DirecTV, and Spectrum. There's also content delivered over the internet from Netflix, YouTube, Hulu, Disney+, and Amazon Prime.

No longer are Detroit 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 Detroit 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 Detroit adult viewers fall into each bucket. Remember, viewers are not limited to a single bucket.