TVB’s four-times-per-year report on how American households receive TV puts penetration of alternate delivery systems (ADS), primarily satellite TV, at an all-time high of 28.1%, while cable delivery grew slightly to 61.4%. By the way, if you factor out homes with both satellite and cable, some 11.4% are still using antennas only.
The Television Bureau of Advertising (TVB) tracks ADS vs. cable penetration for its members because cable MSOs are selling local spots to advertisers and TVB notes that those spots inserted on cable channels aren’t seen in homes that don’t have cable. “In fact, 56 markets now have ADS penetration of 40% or more of those homes paying via video delivery. 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,” said Susan Cuccinello, Senior Vice President, Research, TVB.
According to TVB analysis of Nielsen data, ADS penetration nationwide reached 28.1% in May 2008, up from 27.1% a year earlier. Over the same period, wired cable penetration rose to 61.4% from 61.2%.
Across the US, 13 DMAs now have more ADS households than cable households.
Here are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to May 2008 Nielsen Media Research/NSI data:
|
Top 10 in Markets 1-50 |
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|
DMA |
ADS as % |
|
|
|
1 |
Albuquerque-Santa Fe |
40.7 |
49.8 |
|
2 |
Salt Lake City |
38.1 |
49.3 |
|
3 |
Dallas-Ft. Worth |
38.2 |
48.8 |
|
4 |
Greenvll-Spart-Ashevll-And |
41.5 |
46.6 |
|
5 |
Sacramnto-Stkton-Modesto |
40.1 |
45.9 |
|
6 |
Birmingham (Ann, Tusc) |
40.6 |
44.1 |
|
7 |
St. Louis |
34.8 |
41.9 |
|
8 |
Los Angeles |
34.8 |
41.4 |
|
9 |
Memphis |
34.6 |
39.9 |
|
10 |
Nashville |
34.8 |
39.0 |
|
* Wired cable, telco, or ADS systems such as satellite. |
|||
|
Top 10 in Markets 51-100 |
|||
|
DMA |
ADS as % |
|
|
|
1 |
Springfield, MO |
49.1 |
61.6 |
|
2 |
Shreveport |
50.0 |
55.9 |
|
3 |
Paducah-Cape Girard-Harsbg |
46.5 |
53.1 |
|
4 |
Fresno-Visalia |
38.8 |
49.9 |
|
5 |
Jackson, MS |
44.6 |
49.5 |
|
6 |
Little Rock-Pine Bluff |
43.7 |
49.2 |
|
7 |
Spokane |
40.9 |
48.8 |
|
8 |
Roanoke-Lynchburg |
40.8 |
45.8 |
|
9 |
Colorado Springs-Pueblo |
37.5 |
45.0 |
|
10 |
Des Moines-Ames |
35.8 |
44.6 |
|
* Wired cable, telco, or ADS systems such as satellite. |
|||
|
Top 10 in Markets 100+ |
|||
|
DMA |
ADS as % |
|
|
|
1 |
Columbus-Tupelo-West Point |
52.6 |
58.1 |
|
2 |
Boise |
41.8 |
56.3 |
|
3 |
Columbia-Jefferson City |
46.3 |
55.3 |
|
4 |
Chico-Redding |
45.9 |
55.3 |
|
5 |
Meridian |
49.3 |
55.0 |
|
6 |
Idaho Falls-Pocatello |
44.2 |
53.9 |
|
7 |
Missoula |
43.0 |
53.2 |
|
8 |
Tyler-Longview(Lfkn&Ncgd) |
47.6 |
52.9 |
|
9 |
Joplin-Pittsburg |
41.3 |
51.3 |
|
10 |
Abilene-Sweetwater |
45.5 |
51.2 |
|
* Wired cable, telco, or ADS systems such as satellite. |
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Source: Nielsen Media Research/NSI, May 2008
The January 1, 2007 DMA TV Household Universe Estimates are based on estimates provided by Claritas, Inc. For several markets, the universe estimates reflect the demographic impacts of the 2005 Gulf Coast hurricanes. Claritas produced the hurricane-adjusted estimates using alternative sources and methods because traditional demographic sources are not up to date or do not yet reflect the post-hurricane population changes. These sources included information from local demographers, the Red Cross, and FEMA. Nielsen will continue to evaluate post-hurricane population data sources and may make adjustments if data becomes available that would improve the quality and accuracy of the estimates.
Effective February 2007, Nielsen modified the computations used to obtain Media-Related UEs. Telephone status (presence of a phone or no phone) will no longer be a weighting criterion. Wired Cable and ADS UEs for all metered markets and diary-only markets are affected as a result of this modification.
