Wired-Cable Penetration Hits 21-Year Low as Alternate-Delivery Systems Hit All-Time High

12-16-10

NEW YORK, Dec. 16, 2010 – Wired-cable penetration of American TV households hit a 21-year low as more consumers opted to receive video programming via an alternate delivery system (ADS) than ever before, according to a TVB analysis of Nielsen Media Research data for November 2010.

According to Nielsen NTI data, national ADS penetration reached 30.5% of television households last month, an all-time high that is up from 29.3% in November 2009, and now represents 33.7% of subscription television customers (those paying for video delivery), another all-time high. Meanwhile, wired-cable penetration represented 60.7% of households in November 2010, down from 61.7% in November 2009. The only time it had been lower was in November 1989 when wired-cable penetration was at 59.7%.

“Advertisers who buy cable locally need to know that local wired cable systems’ ability to deliver commercials continues to erode. In fact, in 34 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.” In November 2003 Nielsen Media Research began making available hard-wired local cable numbers and excluding ADS homes via its Total Viewing Sources DVD. But some third-party processors are still adjusting their software products to use the DVD and the printed Nielsen books do not break out the numbers separately, so advertisers will need to make ADS deductions manually for some time.

Below are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to November 2010 Nielsen Media Research/NSI data:
 

Markets 1-50:

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

44

Albuquerque-Santa Fe

83.6

39.4

44.6

47.2

53.3

36

Greenvll-Spart-Ashevll-And

93.2

47.0

46.6

50.4

50.0

31

Salt Lake City

82.8

42.9

40.1

51.9

48.5

40

Birmingham (Ann and Tusc)

93.6

49.2

45.1

52.6

48.2

50

Memphis

90.9

50.2

41.4

55.2

45.5

16

Denver

90.1

50.3

40.3

55.9

44.8

21

St. Louis

89.9

50.3

39.9

56.0

44.4

5

Dallas-Ft. Worth

84.3

48.4

36.7

57.4

43.5

20

Sacramnto-Stkton-Modesto

90.5

51.8

39.3

57.3

43.5

12

Phoenix (Prescott)

87.0

49.9

37.6

57.3

43.2



Markets 51-100:

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

74

Springfield, MO

81.8

30.0

52.4

36.6

64.0

82

Shreveport

91.5

35.8

56.4

39.2

61.6

78

Paducah-Cape Girard-Harsbg

90.6

35.7

55.4

39.4

61.2

55

Fresno-Visalia

80.3

34.2

46.7

42.6

58.2

67

Roanoke-Lynchburg

89.8

39.2

50.9

43.6

56.7

90

Jackson, MS

91.3

40.3

51.5

44.2

56.4

56

Little Rock-Pine Bluff

91.6

42.6

49.6

46.5

54.1

75

Spokane

84.8

40.2

45.1

47.4

53.1

92

Colorado Springs-Pueblo

86.2

43.3

43.4

50.2

50.4

91

South Bend-Elkhart

80.0

41.6

38.9

52.0

48.7



Markets 101+:

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

112

Boise

70.8

24.1

46.9

34.1

66.3

133

Columbus-Tupelo-W Pnt-Hstn

89.8

32.1

58.5

35.8

65.2

185

Meridian

87.9

33.5

55.5

38.1

63.1

130

Chico-Redding

85.3

33.1

52.9

38.8

62.0

137

Columbia-Jefferson City

85.9

34.2

52.2

39.8

60.7

109

Tyler-Longview(Lfkn&Ncgd)

91.2

36.5

55.3

40.0

60.6

162

Idaho Fals-Pocatllo(Jcksn)

78.0

31.3

47.3

40.1

60.6

165

Abilene-Sweetwater

89.2

36.7

53.3

41.1

59.8

126

Yakima-Pasco-Rchlnd-Knnwck

85.3

36.0

49.9

42.3

58.5

193

Twin Falls

81.2

34.4

47.5

42.4

58.5


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