MVPD subscribers giving their business to alternate delivery systems now make up 28.6% of all TV households, according to the Television Advertising Bureau, and almost a third of the isolated subscription TV business. TVB’s stats come from Nielsen Media Research.
“Advertisers who buy cable locally need to keep in mind that in 23 markets, a majority of those paying for video programming are now getting that programming via ADS rather than from a wired-cable system,” 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 homes take over half of the subscription market in one top 50 market – in Albuquerque-Santa Fe, they make up 41.8% of total TV households and 51.4% of subscription households.
In the 51-100 tier markets, ADS makes up half of subscription households in seven DMAs, including Shreveport LA, Springfield MO, Fresno-Visalia CA, Paducah KY-Cape Girardeau MO, Little Rock-Pine Bluff AR, Jackson MS and Roanoke-Lynchburg VA.
There are numerous such markets once you get smaller than DMA #100.
RBR/TVBR observation: You can check the numbers for your own market. TVB has made this study available at its tvb.org website, complete with a DMA-by-DMA look at ADS penetration.