Cable losing ground to satellite
The Television Bureau of Advertising (TVB) calculates that satellite and other alternate delivery systems (ADS) now deliver television programming to 20.8% of US Households, up from 19.2% a year ago, based on Nielsen NTI data. That means that cable MSOs lost 1.4 million subscribers over the past year, with Household penetration dropping to a 13-year low of 71.4 million, or 64.8% of Households. As you'd expect, TVB is making the information available for its member stations to use in competition with ad sales by local cable systems. "Advertisers who buy cable locally need to know that local wired cable systems' ability to deliver commercials continues to erode. In fact, 42 markets now have ADS penetration of 30% or more," said Susan Cuccinello, Senior Vice President, Research, TVB. "Local cable commercials are not seen in ADS homes, and so local advertisers need to deduct the ADS percentage of the audience if they are included in the cable systems' submissions." ADS now claims more households than wired cable in four markets: Springfield, MO, Idaho Falls-Pocatello, ID, Missoula, MT and Twin Falls, ID.
Here are the markets with the heaviest ADS penetration:
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Top 10 in Markets 1-50
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DMA
Name
|
ADS as %
TV HH
|
ADS as %
Subscription
TV HH*
|
|
1
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Salt Lake City
|
31.0
|
41.8
|
|
2
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Albuquerque-Santa Fe
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32.5
|
41.6
|
|
3
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Dallas-Ft. Worth
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31.7
|
41.1
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|
4
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Greenvll-Spart-Ashevll-An
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32.8
|
38.3
|
|
5
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Sacramnto-Stkton-Modesto
|
31.0
|
37.0
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|
6
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St. Louis
|
28.7
|
36.6
|
|
7
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Memphis
|
28.6
|
34.6
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|
8
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Birmingham (Ann, Tusc)
|
29.9
|
33.3
|
|
9
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Los Angeles
|
26.1
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32.3
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10
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Denver
|
27.2
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32.1
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* Wired cable and/or ADS
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Top 10 in Markets 51-100
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|
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DMA
Name
|
ADS as %
TV HH
|
ADS as %
Subscription
TV HH*
|
|
1
|
Springfield, MO
|
41.0
|
52.4
|
|
2
|
Shreveport
|
38.2
|
44.2
|
|
3
|
Paducah-Cape Girard-Harsb
|
36.6
|
42.8
|
|
4
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Jackson, MS
|
35.7
|
41.5
|
|
5
|
Little Rock-Pine Bluff
|
34.0
|
40.1
|
|
6
|
Spokane
|
31.4
|
38.0
|
|
7
|
Fresno-Visalia
|
27.5
|
37.9
|
|
8
|
Roanoke-Lynchburg
|
32.6
|
37.7
|
|
9
|
Tulsa
|
31.2
|
37.5
|
|
10
|
South Bend-Elkhart
|
28.7
|
37.1
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|
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* Wired cable and/or ADS
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Top 10 in Markets 100+
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|
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DMA
Name
|
ADS as %
TV HH
|
ADS as %
Subscription
TV HH*
|
|
1
|
Idaho Falls-Pocatello
|
43.6
|
53.7
|
|
2
|
Missoula
|
39.8
|
50.9
|
|
3
|
Twin Falls
|
41.0
|
50.5
|
|
4
|
Columbus-Tupelo-West Poin
|
40.7
|
47.9
|
|
5
|
Boise
|
33.2
|
47.7
|
|
6
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Meridian
|
41.2
|
47.4
|
|
7
|
Chico-Redding
|
38.5
|
45.9
|
|
8
|
Columbia-Jefferson City
|
37.5
|
45.8
|
|
9
|
Ottumwa-Kirksville
|
37.6
|
43.5
|
|
10
|
Sherman-Ada
|
37.2
|
43.3
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* Wired cable and/or ADS
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Source: Nielsen Media Research/NSI,November 2005
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