Half of Connecticut households have cut cable. They're watching TV — but they're watching it on Roku, AppleTV, Fire TV, Hulu, Pluto, and Tubi. If you're a Connecticut small business still buying only network TV ads, you're missing the half of CT that doesn't watch network TV anymore.
What is OTT advertising?
OTT stands for 'Over-The-Top' — meaning TV content delivered over the internet, bypassing cable. When someone watches a show on Roku and a 30-second ad plays, that's OTT advertising. The viewing experience is identical to cable TV. The targeting capability is dramatically better.
Why CT small businesses should care
- Reach the cord-cutters that broadcast TV doesn't — about half your potential customers
- Geo-target down to ZIP code (broadcast TV is by full DMA — Hartford or New Haven market in CT)
- Demographic targeting (age, household income, even purchase behavior)
- Real measurement: views, completion rates, click-through to your site
- Ads run on the actual TV in the living room — same impact as broadcast
Half of Connecticut households cut cable. They're still watching TV — they're just watching it on Roku. If you're only buying broadcast TV, you're missing half the state.
What you can target
OTT targeting is closer to digital advertising than to broadcast. You can target by:
- Geographic: state, city, ZIP code, even specific neighborhoods
- Demographic: age range, household income, education, presence of children
- Interest: 'auto intenders,' 'home improvement shoppers,' 'restaurant goers'
- Behavioral: people who recently visited a competitor's website
- Time of day and day of week
How the cost works
OTT is sold on CPM (cost per thousand impressions) like digital ads, not by spot like broadcast TV. Costs vary widely based on targeting precision and ad inventory availability. The advantage for CT small businesses: there's no minimum spend like broadcast TV requires. You can run an OTT campaign on a few hundred dollars a month and reach a few thousand Connecticut viewers in your target ZIP codes.
What you need to actually run a campaign
- A 15- or 30-second video ad — produced to broadcast quality
- A clear targeting brief — geography, demographics, dayparts
- A landing page on your site that matches the ad's message
- Tracking — UTM parameters and GA4 conversion events
We produce the ad in our Southington studio (broadcast-quality green screen and editing) and run the campaign — placement, targeting, optimization, reporting. One vendor, one bill. Most Connecticut Website Company OTT clients also run the same spot on broadcast TV through our Ad Share Program for full multi-channel coverage.
Rich Conway
Founder · 25+ yrs CT broadcast radio