Cable and ADS Penetration by DMA
The far right column ("% ADS") can be used as a cable discount estimate -- i.e., it is possible that whatever the local cable system or interconnect is claiming for ratings or homes delivered in your DMA can be discounted by this percentage.

If you wish to look up the history of ADS penetration in a particular DMA, simply click on the name of that market. If you wish to look up all 210 DMAs for a particular point in time, use the ADS Archives button at the bottom of this page. If you have any questions, e-mail Susan@tvb.org.

DMA Household Universe
Estimates: May 2009
Cable And/Or ADS (Alternate Delivery Systems)
  May 2009   TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  165 Abilene-Sweetwater   88.4   43.0   46.3     48.7   52.4    
  147 Albany, GA   92.8   58.6   35.1     63.1   37.8    
  57 Albany-Schenectady-Troy   91.6   77.2   14.8     84.3   16.1    
  44 Albuquerque-Santa Fe   82.5   40.3   42.5     48.9   51.5    
  179 Alexandria, LA   91.5   63.7   28.9     69.6   31.6    
  208 Alpena   92.6   60.0   33.0     64.8   35.6    
  131 Amarillo   88.7   45.7   43.9     51.5   49.5    
  150 Anchorage   85.3   67.3   18.4     78.8   21.5    
  8 Atlanta   94.7   56.8   38.6     60.0   40.8    
  115 Augusta   91.7   62.2   30.0     67.8   32.7    
  49 Austin   87.2   64.6   22.8     74.0   26.1    
  125 Bakersfield   85.0   54.3   31.5     63.9   37.0    
  26 Baltimore   92.4   72.7   20.5     78.7   22.1    
  153 Bangor   79.8   42.4   38.0     53.1   47.6    
  95 Baton Rouge   94.2   73.6   21.2     78.1   22.5    
  141 Beaumont-Port Arthur   90.8   59.6   32.2     65.6   35.4    
  192 Bend, OR   85.9   65.3   21.5     76.1   25.0    
  170 Billings   86.6   53.6   33.4     61.9   38.6    
  163 Biloxi-Gulfport   93.8   70.7   24.6     75.4   26.2    
  157 Binghamton   92.6   73.2   19.9     79.1   21.5    
  40 Birmingham (Ann and Tusc)   91.6   51.0   41.9     55.7   45.7    
  155 Bluefield-Beckley-Oak Hill   94.4   67.7   28.5     71.7   30.1    
  112 Boise   74.6   31.9   43.5     42.8   58.4    
  7 Boston (Manchester)   96.0   84.4   12.4     87.9   12.9    
  182 Bowling Green   88.6   68.7   20.8     77.5   23.5    
  51 Buffalo   91.0   62.0   29.8     68.2   32.7    
  93 Burlington-Plattsburgh   88.2   51.5   37.3     58.3   42.2    
  190 Butte-Bozeman, MT   81.3   43.9   38.0     54.0   46.7    
  197 Casper-Riverton   92.0   63.7   29.0     69.2   31.5    
  88 Cedar Rapids-Wtrlo-IWC&Dub   86.5   58.8   28.5     67.9   33.0    
  83 Champaign&Sprngfld-Decatur   90.6   60.6   30.6     66.9   33.8    
  99 Charleston, SC   92.1   66.9   26.0     72.6   28.2    
  65 Charleston-Huntington   93.9   57.8   36.7     61.5   39.1    
  24 Charlotte   90.7   60.2   31.1     66.3   34.3    
  183 Charlottesville   88.1   55.8   33.3     63.4   37.8    
  86 Chattanooga   90.6   61.4   29.7     67.8   32.8    
  198 Cheyenne, WY-Scottsbluff,   92.1   65.1   27.9     70.7   30.3    
  3 Chicago   88.0   62.4   26.6     70.8   30.2    
  130 Chico-Redding   84.0   34.7   49.8     41.3   59.3    
  34 Cincinnati   85.9   59.9   26.1     69.7   30.4    
  168 Clarksburg-Weston   94.5   54.5   40.7     57.7   43.0    
  17 Cleveland-Akron (Canton)   91.0   70.3   21.1     77.3   23.1    
  91 Colorado Springs-Pueblo   84.9   43.8   41.6     51.6   49.0    
  79 Columbia, SC   87.7   51.5   36.9     58.7   42.1    
  137 Columbia-Jefferson City   82.8   36.9   46.4     44.6   56.0    
  128 Columbus, GA   91.8   72.7   19.6     79.3   21.4    
  32 Columbus, OH   88.1   68.5   19.9     77.7   22.5    
  133 Columbus-Tupelo-West Point   89.6   35.4   54.8     39.6   61.2    
  129 Corpus Christi   90.4   65.8   25.4     72.8   28.0    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  5 Dallas-Ft. Worth   82.3   45.2   37.7     54.9   45.8    
  97 Davenport-R.Island-Moline   86.3   56.1   30.8     65.0   35.7    
  64 Dayton   86.1   65.6   20.7     76.2   24.1    
  18 Denver   89.2   54.1   35.5     60.7   39.7    
  71 Des Moines-Ames   82.2   45.9   36.9     55.8   44.9    
  11 Detroit   90.2   68.4   22.2     75.8   24.6    
  172 Dothan   93.1   64.9   29.1     69.7   31.2    
  139 Duluth-Superior   79.5   40.5   39.6     51.0   49.8    
  98 El Paso (Las Cruces)   70.7   45.2   26.2     64.0   37.0    
  175 Elmira (Corning)   94.1   71.4   23.5     75.9   25.0    
  146 Erie   85.4   59.2   27.0     69.2   31.6    
  119 Eugene   83.7   49.6   34.6     59.2   41.4    
  195 Eureka   84.4   61.8   23.9     73.2   28.3    
  102 Evansville   88.8   53.4   35.7     60.2   40.2    
  202 Fairbanks   67.4   45.5   22.0     67.5   32.6    
  120 Fargo-Valley City   86.4   55.1   31.6     63.8   36.6    
  66 Flint-Saginaw-Bay City   88.6   62.4   26.9     70.4   30.3    
  55 Fresno-Visalia   78.0   37.4   41.6     48.0   53.4    
  62 Ft. Myers-Naples   95.9   68.5   28.6     71.4   29.9    
  100 Ft. Smith-Fay-Sprngdl-Rgrs   89.3   52.5   37.5     58.8   42.0    
  107 Ft. Wayne   80.6   46.7   34.4     57.9   42.7    
  160 Gainesville   89.7   60.3   30.1     67.2   33.6    
  210 Glendive   91.4   72.6   19.0     79.4   20.8    
  184 Grand Junction-Montrose   86.5   54.0   33.1     62.4   38.3    
  39 Grand Rapids-Kalmzoo-B.Crk   84.0   54.0   30.5     64.3   36.3    
  191 Great Falls   88.2   48.8   40.0     55.3   45.4    
  70 Green Bay-Appleton   81.5   51.3   30.6     63.0   37.6    
  46 Greensboro-H.Point-W.Salem   90.7   63.2   28.1     69.7   31.0    
  103 Greenville-N.Bern-Washngtn   89.9   57.9   32.7     64.4   36.4    
  36 Greenvll-Spart-Ashevll-And   88.9   46.6   42.4     52.4   47.7    
  187 Greenwood-Greenville   92.0   63.6   29.2     69.1   31.7    
  87 Harlingen-Wslco-Brnsvl-McA   68.4   41.3   27.9     60.4   40.8    
  41 Harrisburg-Lncstr-Leb-York   92.1   70.6   22.0     76.7   23.8    
  178 Harrisonburg   89.4   61.0   29.4     68.2   32.9    
  30 Hartford & New Haven   96.2   82.4   14.2     85.7   14.7    
  167 Hattiesburg-Laurel   88.8   49.4   41.8     55.6   47.0    
  206 Helena   82.3   56.6   26.1     68.7   31.7    
  72 Honolulu   94.6   89.5   5.4     94.6   5.7    
  10 Houston   80.6   52.9   28.6     65.7   35.5    
  82 Huntsville-Decatur (Flor)   91.4   56.4   35.5     61.7   38.9    
  162 Idaho Falls-Pocatello   79.5   34.8   45.3     43.7   57.0    
  25 Indianapolis   86.3   56.9   30.2     65.9   35.0    
  90 Jackson, MS   90.6   43.7   47.8     48.3   52.7    
  173 Jackson, TN   91.8   62.0   30.4     67.5   33.1    
  47 Jacksonville, Brunswick   91.8   60.8   31.6     66.2   34.5    
  101 Johnstown-Altoona   94.7   63.8   31.3     67.3   33.1    
  181 Jonesboro   92.5   62.1   31.1     67.2   33.7    
  148 Joplin-Pittsburg   80.6   38.9   42.4     48.3   52.6    
  207 Juneau, AK   88.4   69.2   19.4     78.2   22.0    
  31 Kansas City   87.3   64.2   23.3     73.5   26.6    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  59 Knoxville   93.0   61.0   32.5     65.6   35.0    
  127 La Crosse-Eau Claire   85.6   53.8   32.3     62.9   37.8    
  189 Lafayette, IN   90.5   70.6   20.5     78.0   22.7    
  123 Lafayette, LA   92.9   62.3   31.0     67.1   33.4    
  176 Lake Charles   92.6   64.2   29.8     69.3   32.1    
  114 Lansing   85.1   53.8   31.9     63.2   37.5    
  188 Laredo   77.6   62.1   16.8     80.1   21.6    
  42 Las Vegas   92.2   70.2   22.4     76.1   24.3    
  63 Lexington   92.0   52.1   40.4     56.6   43.9    
  186 Lima   92.1   73.2   19.5     79.5   21.2    
  106 Lincoln & Hstngs-Krny Plus   88.4   56.3   32.6     63.7   36.9    
  56 Little Rock-Pine Bluff   89.4   41.4   48.6     46.4   54.4    
  2 Los Angeles   86.2   51.1   36.1     59.2   41.9    
  50 Louisville   88.9   63.0   26.3     70.9   29.6    
  143 Lubbock   81.9   44.9   37.6     54.8   45.9    
  122 Macon   91.9   54.0   38.3     58.8   41.7    
  85 Madison   82.5   51.4   31.5     62.2   38.1    
  199 Mankato   87.5   67.3   20.6     76.9   23.5    
  180 Marquette   92.3   70.5   22.6     76.4   24.5    
  140 Medford-Klamath Falls   88.0   44.9   43.8     51.0   49.8    
  48 Memphis   87.6   49.1   39.2     56.1   44.8    
  185 Meridian   89.5   38.9   51.9     43.5   58.0    
  16 Miami-Ft. Lauderdale   93.2   65.0   29.8     69.8   32.0    
  35 Milwaukee   81.0   63.4   17.9     78.2   22.1    
  15 Minneapolis-St. Paul   82.6   58.0   25.4     70.3   30.7    
  158 Minot-Bismarck-Dickinson   88.4   62.6   26.4     70.7   29.8    
  166 Missoula   80.0   36.2   44.6     45.2   55.7    
  60 Mobile-Pensacola (Ft Walt)   91.9   60.1   32.4     65.4   35.3    
  136 Monroe-El Dorado   89.1   47.5   42.6     53.3   47.8    
  124 Monterey-Salinas   89.7   55.8   34.7     62.2   38.7    
  118 Montgomery-Selma   93.0   67.7   25.8     72.8   27.8    
  104 Myrtle Beach-Florence   91.6   65.7   26.4     71.8   28.8    
  29 Nashville   89.8   55.4   35.0     61.7   39.0    
  53 New Orleans   92.2   64.7   28.6     70.2   31.1    
  1 New York   96.0   84.4   13.3     87.9   13.8    
  43 Norfolk-Portsmth-Newpt Nws   91.8   69.7   22.8     75.9   24.8    
  209 North Platte   89.0   63.5   26.8     71.4   30.1    
  156 Odessa-Midland   93.2   66.8   27.4     71.6   29.4    
  45 Oklahoma City   83.0   55.1   28.5     66.4   34.3    
  76 Omaha   91.1   73.0   18.6     80.1   20.5    
  19 Orlando-Daytona Bch-Melbrn   93.8   71.6   23.4     76.3   25.0    
  200 Ottumwa-Kirksville   87.0   48.9   38.8     56.2   44.6    
  78 Paducah-Cape Girard-Harsbg   88.9   42.4   47.0     47.7   52.9    
  142 Palm Springs   96.4   79.5   18.2     82.5   18.9    
  151 Panama City   91.1   64.1   27.9     70.4   30.6    
  193 Parkersburg   93.5   72.8   21.3     77.9   22.8    
  116 Peoria-Bloomington   90.1   63.1   27.7     70.1   30.7    
  4 Philadelphia   95.1   78.2   17.8     82.2   18.7    
  12 Phoenix (Prescott), AZ   86.3   54.5   32.2     63.2   37.3    
  23 Pittsburgh   94.2   73.7   20.7     78.2   22.0    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  22 Portland, OR   85.5   57.8   27.8     67.6   32.5    
  77 Portland-Auburn   88.8   67.3   21.9     75.7   24.7    
  204 Presque Isle   90.4   58.7   32.6     64.9   36.1    
  52 Providence-New Bedford   93.5   83.9   10.0     89.8   10.7    
  171 Quincy-Hannibal-Keokuk   85.0   44.1   41.8     51.9   49.2    
  27 Raleigh-Durham (Fayetvlle)   89.7   59.5   31.0     66.4   34.5    
  174 Rapid City   89.7   66.3   24.0     73.9   26.8    
  108 Reno   91.4   50.8   41.4     55.6   45.3    
  58 Richmond-Petersburg   91.1   56.7   34.8     62.3   38.2    
  67 Roanoke-Lynchburg   89.3   47.2   42.8     52.9   47.9    
  80 Rochester, NY   85.3   70.0   15.6     82.1   18.3    
  154 Rochestr-Mason City-Austin   87.4   62.7   25.1     71.7   28.7    
  132 Rockford   87.3   59.9   27.9     68.7   32.0    
  20 Sacramnto-Stktn-Modesto   89.5   51.9   38.2     58.0   42.7    
  144 Salisbury   93.5   75.1   19.0     80.3   20.4    
  33 Salt Lake City   81.5   42.5   39.5     52.1   48.4    
  196 San Angelo   93.9   56.5   38.5     60.2   41.0    
  37 San Antonio   89.0   61.6   29.0     69.3   32.6    
  28 San Diego   93.2   81.7   11.9     87.7   12.7    
  6 San Francisco-Oak-San Jose   92.1   66.9   26.0     72.7   28.2    
  121 SantaBarbra-SanMar-SanLuOb   92.4   64.2   29.0     69.5   31.4    
  96 Savannah   94.5   61.7   33.8     65.4   35.8    
  14 Seattle-Tacoma   91.2   71.3   20.3     78.1   22.2    
  161 Sherman, TX-Ada, OK   88.1   42.0   46.7     47.7   53.1    
  84 Shreveport   90.3   38.3   53.1     42.4   58.8    
  149 Sioux City   85.8   57.4   29.0     66.9   33.7    
  113 Sioux Falls(Mitchell)   90.6   64.8   26.4     71.5   29.1    
  89 South Bend-Elkhart   81.2   44.8   37.2     55.1   45.8    
  75 Spokane   86.2   43.5   43.2     50.4   50.2    
  74 Springfield, MO   80.3   30.6   50.1     38.2   62.4    
  111 Springfield-Holyoke   93.9   83.3   11.2     88.7   11.9    
  201 St. Joseph   88.2   63.5   25.3     71.9   28.7    
  21 St. Louis   87.5   49.3   38.4     56.3   44.0    
  81 Syracuse   89.4   74.4   15.3     83.3   17.1    
  105 Tallahassee-Thomasville   92.0   57.0   35.9     61.9   39.0    
  13 Tampa-St. Pete (Sarasota)   92.4   77.8   15.1     84.2   16.4    
  152 Terre Haute   88.6   43.9   45.4     49.6   51.3    
  73 Toledo   82.9   59.7   23.7     71.9   28.6    
  138 Topeka   89.5   60.0   29.7     67.1   33.2    
  117 Traverse City-Cadillac   84.0   48.4   36.0     57.7   42.9    
  92 Tri-Cities, TN-VA   93.3   62.1   31.7     66.6   34.0    
  68 Tucson (Sierra Vista)   86.4   55.2   31.9     63.9   37.0    
  61 Tulsa   84.1   52.0   32.4     61.9   38.5    
  194 Twin Falls   80.3   40.4   41.0     50.3   51.0    
  110 Tyler-Longview(Lfkn&Ncgd)   92.0   40.6   52.2     44.1   56.8    
  169 Utica   93.8   75.2   19.7     80.2   21.0    
  205 Victoria   90.1   66.7   23.9     74.0   26.5    
  94 Waco-Temple-Bryan   89.2   57.7   32.2     64.7   36.1    
  9 Washington, DC (Hagrstwn)   92.5   66.0   27.6     71.3   29.9    
  177 Watertown   91.0   70.0   21.6     76.9   23.7    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  135 Wausau-Rhinelander   82.2   47.5   35.1     57.8   42.7    
  38 West Palm Beach-Ft. Pierce   96.5   69.5   28.7     72.0   29.8    
  159 Wheeling-Steubenville   94.2   74.3   21.2     78.9   22.5    
  145 Wichita Falls & Lawton   90.6   47.0   44.2     52.0   48.8    
  69 Wichita-Hutchinson Plus   88.7   62.4   26.7     70.4   30.1    
  54 Wilkes Barre-Scranton   93.0   65.1   28.3     70.0   30.4    
  134 Wilmington   92.5   68.6   24.6     74.2   26.6    
  126 Yakima-Pasco-Rchlnd-Knnwck   84.7   42.3   43.0     49.9   50.7    
  109 Youngstown   87.7   68.9   19.4     78.6   22.1    
  164 Yuma-El Centro   79.9   40.8   40.1     51.1   50.2    
  203 Zanesville   93.0   72.5   20.9     78.0   22.5    


Source: Nielsen Media Research

Alternate Delivery Systems (ADS) refers to reception of TV programming via satellite (DBS or Large Dish), or from satellite master antenna systems (SMATV), or from multipoint distribution systems (MDS).

* TV Households with wired cable as well as ADS are included in both the Wired Cable and ADS columns. This causes the sum of Wired Cable and ADS to be a larger number than the number in the Cable and/or ADS column.

** Subscription TV Households are those paying for video delivery. The percentages add up to more than 100% because households with both wired cable and ADS are included in both columns.

The January 1, 2007 DMA TV Household Universe Estimates are based on estimates provided by Claritas, Inc. For several markets, the universe estimates reflect the demographic impacts of the 2005 Gulf Coast hurricanes. Claritas produced the hurricane-adjusted estimates using alternative sources and methods because traditional demographic sources are not up to date or do not yet reflect the post-hurricane population changes. These sources included information from local demographers, the Red Cross, and FEMA. Nielsen will continue to evaluate post-hurricane population data sources and may make adjustments if data becomes available that would improve the quality and accuracy of the estimates.

Effective February 2007, Nielsen modified the computations used to obtain Media-Related UEs. Telephone status (presence of a phone or no phone) will no longer be a weighting criterion. Wired Cable and ADS UEs for all metered markets and diary-only markets are affected as a result of this modification.

 

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