30.6% of American TV Households Now Subscribe to Alternate Delivery, an All-Time High

3-09-11

NEW YORK, March 9, 2011 – More American TV households are receiving video programming via an alternate delivery system (ADS) than ever before, according to a TVB analysis of Nielsen Media Research data for February 2011.

According to Nielsen NTI data, national ADS penetration reached 30.6% of television households last month, an all-time high that is up from 29.8% in February 2010, and now represents 33.8% of subscription television customers (those paying for video delivery), another all-time high.

“Advertisers who buy cable locally need to know that local wired cable systems’ ability to deliver commercials continues to erode. In fact, in quite a few markets, a majority of those paying for video programming are now getting that programming via ADS rather than from a wired-cable system,” said Steve Lanzano, TVB President. “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 some advertisers still need to make ADS deductions manually.

Below are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to February 2011 Nielsen Media Research/NSI data:
 

Markets 1-50:

    Television HH
DMA Rank DMA Name % Wired Cable and/or ADS % Wired Cable % ADS
36 Greenvll-Spart-Ashevll-And 92.8 46.0 47.2
40 Birmingham (Ann and Tusc) 93.4 48.7 45.3
44 Albuquerque-Santa Fe 83.3 38.9 44.8
50 Memphis 90.8 50.0 41.3
16 Denver 89.6 48.9 41.1
31 Salt Lake City 82.5 42.7 40.0
21 St. Louis 89.9 50.5 39.7
20 Sacramnto-Stkton-Modesto 90.9 52.2 39.6
12 Phoenix (Prescott) 86.5 48.2 38.8
8 Atlanta 93.9 55.7 38.7



Markets 51-100:

    Television HH
DMA Rank DMA Name % Wired Cable and/or ADS % Wired Cable % ADS
78 Paducah-Cape Girard-Harsbg 91.2 36.6 55.2
82 Shreveport 91.7 37.3 55.2
74 Springfield, MO 81.9 30.8 51.7
90 Jackson, MS 91.6 40.7 51.5
67 Roanoke-Lynchburg 90.1 40.6 49.8
56 Little Rock-Pine Bluff 91.6 43.3 48.7
55 Fresno-Visalia 80.4 34.7 46.4
75 Spokane 85.2 40.5 45.0
92 Colorado Springs-Pueblo 86.5 43.6 43.5
62 Lexington 91.6 49.0 42.8



Markets 101+:

    Television HH
DMA Rank DMA Name % Wired Cable and/or ADS % Wired Cable % ADS
133 Columbus-Tupelo-W Pnt-Hstn 90.0 31.6 59.3
185 Meridian 87.1 34.6 53.7
109 Tyler-Longview(Lfkn&Ncgd) 91.3 38.0 53.7
130 Chico-Redding 85.4 32.3 53.6
137 Columbia-Jefferson City 85.6 33.4 52.5
165 Abilene-Sweetwater 89.2 38.2 51.8
152 Terre Haute 88.6 38.8 50.6
149 Wichita Falls & Lawton 90.7 42.5 48.8
126 Yakima-Pasco-Rchlnd-Knnwck 85.4 37.6 48.3
140 Medford-Klamath Falls 87.6 39.9 48.1


View More Press Room Articles >

 
 

  Get RSS Updates: