If you’re still running local cable TV ads to sell appliances, you might be talking to an empty room.
Millions of households have cut the cord in recent years, switching from cable and satellite to streaming. And that shift is not slowing down. It’s getting faster. That could be a serious problem if you’re spending hard-earned marketing dollars reaching audiences who are no longer tuned in.
The Shift Is Real. And It’s Local.
Nationally, more than 60% of U.S. homes no longer pay for cable or satellite TV, and that number is growing fast. According to Parks Associates, 46% of U.S. internet households are now cord cutters, with another 12% who never subscribed to cable at all.
In markets such as Detroit, Raleigh, Houston, and San Francisco, cable subscriptions have dropped by the hundreds of thousands. For example, Michigan lost nearly 190,000 cable subscribers in 2023, a 13% decline in just one year.
Streaming now represents more total TV viewing time than cable, according to Nielsen. As of May 2025, streaming made up 44.8% of all TV viewing, surpassing both broadcast and cable combined. That shift is especially pronounced in metro markets where streaming platforms are widely adopted.
If you are still relying on cable ads, you may only be reaching a shrinking segment of your potential customer base. You may also be missing younger, high-intent buyers who have already moved to streaming.
Meanwhile, the Big Boxes Are Winning Attention
Let’s be honest. You are not just competing on price or selection. You are competing for attention. Retailers such as Home Depot, Lowe’s, and Costco have enormous ad budgets, and they advertise across every screen. Especially streaming.
These big-box brands are appearing in front of cord cutters on connected TVs, mobile phones, and tablets. Are you?
If not, you are at a serious disadvantage.
The Good News. You Can Compete Where It Matters
Here is the opportunity. Streaming ads are no longer reserved for national brands. Programmatic advertising platforms and directly marketing on services like YouTube, Hulu, Tubi, and others now let local businesses target ZIP codes or entire DMAs. And political advertisers have already made the jump. Streaming ad spend grew by 1500% in just two years, according to Basis Technologies via eMarketer.
That trend has continued into 2024 and 2025. Connected TV now accounts for 50% of political programmatic ad spend, according to TV Technology.
In other words, you can leverage programmatic to:
- Reach appliance shoppers who no longer watch cable TV
- Target ads to your local market by ZIP or DMA
- Deliver video ads on connected TVs, mobile devices, or tablets
- Stay competitive without needing a national-scale budget
You only pay for real impressions seen by actual viewers in your area. No wasted ad spend. No guesswork.
Ready to Meet Your Buyers Where They Actually Are?
We specialize in helping independent appliance retailers reach real customers, even if those customers have cut the cord. Whether you’re promoting a seasonal sale, launching a new product line, or simply staying top-of-mind in a competitive market, streaming can help you reclaim your audience and elevate your local brand.
Let’s Talk
If your marketing isn’t delivering like it used to or you’ve seen drop-offs in responses from cable ads, let’s connect. We can walk you through a simple strategy to put your store back in front of buyers who matter, without wasting your budget.