Cable & ADS

National Trends

In Nov’16, the percentage of households with wired cable dropped to 53.3%, as the percentage of broadcast only households rose to 12.6%. The percentage for homes with ADS (alternate delivery systems) remained at 30.3%.

November 2016

  • 30.3% of television households subscribe to ADS.
  • 53.3% of television homes subscribes to wired cable delivery. Nielsen includes telco (FiOS and U-Verse) homes in its reported wired cable penetration figures.

See “National ADS, Wired-Cable & Broadcast Only Household Penetration Trends” in the left navigation for more detail.

Local Trends

Broadcast television has the potential to reach 100% of television homes. A significant number of television households are missed if you're buying local cable because local cable commercials may not be seen in ADS homes.  Many markets exceed the national ADS average. It is even more important for advertisers in these markets to consider the ADS factor.

Top 10 ADS levels in markets 1-50
See “ADS, Wired-Cable & Broadcast Only Household Penetration Trends by DMA” in the left navigation for more detail.

Television HH
DMA Rank DMA Name % ADS
48 Albuquerque-Santa Fe 52.3
12 Phoenix (Prescott) 47.4
45 Birmingham (Ann and Tusc) 47.4
37 Greenvll-Spart-Ashevll-And 47.1
20 Sacramnto-Stkton-Modesto 42.7
34 Salt Lake City 41.7
41 Oklahoma City 40.5
29 Nashville 39.4
17 Denver 39.0
46 Greensboro-H.Point-W.Salem 38.8


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