The latest look at satellite and cable penetration of US television markets by TVB shows satellite up again. According to Nielsen NTI data, penetration by alternative delivery systems (ADS) — mostly satellite TV — has reached 28.4% of TV households, while wired cable fell to 60.9%. The highest ADS penetration is in Springfield, MO.
TVB reports these statistics four times per year. The trend has been a consistent rise in ADS at the expense of traditional cable. One top 50 market, Albuquerque, now has more ADS households than cable households – a situation that is becoming more and more common in smaller DMAs.
Direct broadcast satellite (DBS) delivery, the largest component of ADS, is now estimated at 28.2%, up from 27.0% in July 2007, according to TVB.
Below are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to July 2008 Nielsen Media Research/NSI data:
|
Top 10 in Markets 1-50 |
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|
DMA |
ADS as % |
|
|
|
1 |
Albuquerque-Santa Fe |
41.0 |
50.1 |
|
2 |
Salt Lake City |
38.4 |
49.9 |
|
3 |
Dallas-Ft. Worth |
38.5 |
48.4 |
|
4 |
Greenvll-Spart-Ashevll-And |
42.0 |
47.2 |
|
5 |
Birmingham (Ann, Tusc) |
42.6 |
46.2 |
|
6 |
Sacramnto-Stkton-Modesto |
39.6 |
46.2 |
|
7 |
St. Louis |
35.5 |
42.8 |
|
8 |
Los Angeles |
35.2 |
41.6 |
|
9 |
Memphis |
35.3 |
41.0 |
|
10 |
Nashville |
36.1 |
40.6 |
|
* Wired cable, telco, or ADS systems such as satellite. |
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|
Top 10 in Markets 51-100 |
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|
DMA |
ADS as % |
|
|
|
1 |
Springfield, MO |
50.7 |
64.1 |
|
2 |
Shreveport |
50.6 |
56.9 |
|
3 |
Paducah-Cape Girard-Harsbg |
46.6 |
53.7 |
|
4 |
Little Rock-Pine Bluff |
45.5 |
51.7 |
|
5 |
Jackson, MS |
45.7 |
50.9 |
|
6 |
Fresno-Visalia |
38.8 |
50.5 |
|
7 |
Spokane |
41.9 |
50.0 |
|
8 |
Roanoke-Lynchburg |
41.7 |
47.2 |
|
9 |
Colorado Springs-Pueblo |
38.5 |
46.3 |
|
10 |
South Bend-Elkhart |
36.1 |
45.2 |
|
* Wired cable, telco, or ADS systems such as satellite. |
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|
Top 10 in Markets 100+ |
|||
|
DMA |
ADS as % |
|
|
|
1 |
Columbus-Tupelo-West Point |
54.1 |
59.7 |
|
2 |
Chico-Redding |
47.9 |
57.9 |
|
3 |
Boise |
42.1 |
57.4 |
|
4 |
Meridian |
50.7 |
57.4 |
|
5 |
Columbia-Jefferson City |
46.2 |
56.1 |
|
6 |
Idaho Falls-Pocatello |
44.8 |
55.6 |
|
7 |
Missoula |
43.4 |
54.7 |
|
8 |
Tyler-Longview(Lfkn&Ncgd) |
48.9 |
54.5 |
|
9 |
Abilene-Sweetwater |
46.2 |
52.9 |
|
10 |
Joplin-Pittsburg |
41.7 |
52.8 |
|
* Wired cable, telco, or ADS systems such as satellite. |
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Source: Nielsen Media Research/NSI, July 2008
To check individual markets, go to TVB.org.
