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+.