Satellite continues to take share from cable


The Television Bureau of Advertising (TVB) is out with its latest analysis of data from The Nielsen Company, concluding that as of May 2010 over 30% of US television households were receiving video programming from an alternate delivery system (ADS), primarily satellite TV, while wired-cable penetration declined again.

According to Nielsen NTI data, national ADS penetration broke through the 30% milestone for the first time last month, reaching 30.3% of television households. That is an all-time high – up from 28.6% in May 2009 – and now represents 33.4% of subscription television customers (those paying for video delivery), another all-time high. Wired-cable penetration, on the other hand, declined to 61.1% of television households in May 2010 from 62.3% in May 2009.

What are the markets with the greatest ADS penetration? Among the Top 50 markets, only Albuquerque-Santa Fe has more ADS households than cable households, with ADS accounting for 53% of subscription video households and 44% of all TV households. Salt Lake City is close behind.

In markets 51-100 nine markets have more ADS households than cable households: Springfield, MO; Shreveport, LA; Paducah, KY-Cape Girardeau, MO; Roanoke-Lynchburg, VA; Fresno, CA; Jackson, MS; Little Rock, AR; Spokane, WA; and Colorado Springs, CO.

There are many more such situations in markets 100+.

Click here for more details from TVB.