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 2010
Cable And/Or ADS (Alternate Delivery Systems)
  May 2010   TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  165 Abilene-Sweetwater   90.6   37.4   54.1     41.3   59.7    
  145 Albany, GA   93.5   54.0   40.3     57.7   43.1    
  57 Albany-Schenectady-Troy   92.9   74.9   18.4     80.7   19.8    
  44 Albuquerque-Santa Fe   83.0   39.5   44.0     47.6   53.0    
  179 Alexandria, LA   94.1   58.2   37.2     61.8   39.5    
  208 Alpena   91.9   62.3   30.0     67.8   32.6    
  131 Amarillo   89.6   42.1   48.3     47.0   53.9    
  150 Anchorage   87.0   66.9   20.5     76.9   23.5    
  8 Atlanta   93.6   56.1   38.1     59.9   40.7    
  114 Augusta   91.3   60.1   31.7     65.9   34.7    
  48 Austin   89.1   65.1   24.7     73.1   27.7    
  125 Bakersfield   87.0   52.8   34.8     60.7   40.0    
  27 Baltimore   94.5   75.3   20.0     79.7   21.2    
  154 Bangor   84.8   40.9   44.3     48.2   52.2    
  95 Baton Rouge   93.9   68.2   26.5     72.6   28.2    
  141 Beaumont-Port Arthur   92.7   51.9   41.1     56.0   44.4    
  189 Bend, OR   84.6   59.4   25.7     70.3   30.4    
  169 Billings   86.3   52.2   34.7     60.4   40.2    
  163 Biloxi-Gulfport   94.2   70.8   24.5     75.1   26.0    
  157 Binghamton   93.4   71.5   22.6     76.6   24.3    
  40 Birmingham (Ann and Tusc)   92.9   49.8   44.2     53.7   47.6    
  156 Bluefield-Beckley-Oak Hill   95.6   66.8   30.1     69.9   31.5    
  112 Boise   72.9   26.4   47.0     36.2   64.4    
  7 Boston (Manchester)   98.5   85.8   13.4     87.0   13.6    
  182 Bowling Green   90.9   67.9   23.4     74.8   25.7    
  52 Buffalo   93.1   60.5   33.4     65.0   35.9    
  94 Burlington-Plattsburgh   91.3   52.4   39.3     57.3   43.1    
  190 Butte-Bozeman, MT   83.3   42.9   40.7     51.5   48.9    
  196 Casper-Riverton   91.3   57.1   35.0     62.5   38.4    
  88 Cedar Rapids-Wtrlo-IWC and Dub   87.5   55.8   32.2     63.8   36.8    
  84 Champaign and Sprngfld-Decatur   91.7   56.6   35.7     61.7   38.9    
  97 Charleston, SC   91.5   63.3   28.8     69.1   31.5    
  63 Charleston-Huntington   94.0   52.9   41.8     56.3   44.5    
  24 Charlotte   92.1   59.5   33.1     64.6   36.0    
  183 Charlottesville   89.0   52.4   37.3     58.9   41.9    
  86 Chattanooga   91.5   58.6   33.5     64.1   36.6    
  197 Cheyenne, WY-Scottsbluff,   92.7   59.1   34.0     63.8   36.7    
  3 Chicago   88.3   61.8   27.3     70.0   31.0    
  130 Chico-Redding   86.8   33.9   53.5     39.1   61.7    
  33 Cincinnati   86.9   60.5   26.5     69.7   30.6    
  168 Clarksburg-Weston   95.7   51.5   44.9     53.8   46.9    
  18 Cleveland-Akron (Canton)   93.0   70.5   22.7     75.9   24.4    
  92 Colorado Springs-Pueblo   85.5   42.0   44.3     49.1   51.8    
  79 Columbia, SC   89.2   50.1   39.8     56.2   44.7    
  137 Columbia-Jefferson City   87.6   35.2   53.0     40.2   60.5    
  128 Columbus, GA   92.5   66.6   26.5     71.9   28.7    
  34 Columbus, OH   89.2   68.6   20.9     76.8   23.4    
  133 Columbus-Tupelo-West Point   89.2   34.2   56.0     38.3   62.8    
  129 Corpus Christi   91.4   61.2   30.9     66.9   33.8    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  5 Dallas-Ft. Worth   84.5   47.6   37.5     56.3   44.4    
  99 Davenport-R.Island-Moline   87.1   52.3   35.4     60.0   40.6    
  65 Dayton   85.0   63.2   22.1     74.4   26.0    
  16 Denver   90.8   53.0   38.5     58.3   42.3    
  72 Des Moines-Ames   84.6   44.5   40.8     52.6   48.2    
  11 Detroit   90.1   70.5   20.0     78.2   22.2    
  172 Dothan   93.5   58.6   35.6     62.7   38.0    
  139 Duluth-Superior   81.8   37.1   45.2     45.3   55.2    
  98 El Paso (Las Cruces)   73.1   42.8   31.2     58.5   42.7    
  176 Elmira (Corning)   95.0   68.2   27.4     71.7   28.8    
  146 Erie   86.8   55.0   32.4     63.3   37.4    
  119 Eugene   86.3   52.2   34.6     60.5   40.1    
  195 Eureka   84.0   59.5   25.5     70.9   30.4    
  102 Evansville   90.2   49.4   41.3     54.7   45.8    
  202 Fairbanks   71.2   44.8   27.0     63.0   38.0    
  121 Fargo-Valley City   88.8   55.1   34.3     62.1   38.6    
  68 Flint-Saginaw-Bay City   89.4   59.8   30.1     66.9   33.6    
  55 Fresno-Visalia   81.5   36.1   46.4     44.3   56.9    
  64 Ft. Myers-Naples   94.5   64.6   31.3     68.4   33.1    
  100 Ft. Smith-Fay-Sprngdl-Rgrs   91.2   52.6   39.1     57.7   42.8    
  107 Ft. Wayne   82.0   45.7   36.6     55.8   44.6    
  160 Gainesville   90.4   57.7   33.3     63.8   36.8    
  210 Glendive   92.1   68.0   24.9     73.8   27.0    
  184 Grand Junction-Montrose   87.8   54.7   33.6     62.3   38.3    
  41 Grand Rapids-Kalmzoo-B.Crk   86.8   54.7   32.5     63.0   37.4    
  192 Great Falls   90.0   44.5   46.1     49.4   51.2    
  70 Green Bay-Appleton   82.9   50.4   32.9     60.8   39.7    
  46 Greensboro-H.Point-W.Salem   90.5   61.0   30.1     67.4   33.3    
  103 Greenville-N.Bern-Washngtn   90.9   53.9   37.8     59.2   41.5    
  36 Greenvll-Spart-Ashevll-And   93.0   48.7   44.8     52.3   48.1    
  187 Greenwood-Greenville   93.3   59.2   35.4     63.4   37.9    
  87 Harlingen-Wslco-Brnsvl-McA   70.5   41.3   30.1     58.5   42.7    
  39 Harrisburg-Lncstr-Leb-York   93.6   68.1   26.0     72.7   27.8    
  178 Harrisonburg   92.2   56.4   36.2     61.2   39.3    
  30 Hartford and New Haven   97.0   84.1   13.4     86.7   13.8    
  167 Hattiesburg-Laurel   90.8   47.0   45.3     51.8   49.9    
  206 Helena   83.1   53.1   30.4     63.8   36.5    
  71 Honolulu   95.5   90.1   5.9     94.3   6.2    
  10 Houston   83.0   56.3   27.3     67.8   33.0    
  81 Huntsville-Decatur (Flor)   93.4   53.9   40.0     57.8   42.9    
  162 Idaho Falls-Pocatello   80.7   35.4   45.8     43.9   56.7    
  25 Indianapolis   87.0   60.5   27.4     69.6   31.6    
  90 Jackson, MS   92.1   42.0   50.9     45.6   55.2    
  173 Jackson, TN   91.5   55.4   36.6     60.5   40.0    
  47 Jacksonville, Brunswick   92.2   58.8   34.2     63.7   37.1    
  101 Johnstown-Altoona   96.4   58.5   38.5     60.7   39.9    
  181 Jonesboro   91.7   60.8   31.8     66.3   34.6    
  147 Joplin-Pittsburg   83.9   37.5   46.9     44.7   55.9    
  207 Juneau, AK   89.2   69.3   20.4     77.6   22.8    
  32 Kansas City   86.4   64.0   22.8     74.0   26.4    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  59 Knoxville   92.6   59.0   34.3     63.7   37.0    
  127 La Crosse-Eau Claire   88.1   53.5   35.0     60.8   39.8    
  191 Lafayette, IN   91.7   65.5   26.8     71.5   29.2    
  123 Lafayette, LA   91.8   57.6   34.8     62.7   37.9    
  175 Lake Charles   92.2   64.9   28.6     70.4   31.0    
  115 Lansing   88.7   54.5   34.6     61.5   39.0    
  188 Laredo   81.1   56.1   26.0     69.2   32.1    
  42 Las Vegas   91.2   66.9   25.1     73.4   27.5    
  62 Lexington   91.9   48.3   44.2     52.6   48.1    
  186 Lima   93.1   71.3   22.3     76.6   23.9    
  105 Lincoln and Hstngs-Krny Plus   89.5   52.8   37.3     59.0   41.6    
  56 Little Rock-Pine Bluff   91.6   41.9   50.5     45.7   55.2    
  2 Los Angeles   87.0   53.6   34.5     61.6   39.6    
  49 Louisville   90.6   63.2   27.7     69.8   30.5    
  143 Lubbock   83.5   43.0   41.2     51.4   49.4    
  122 Macon   93.2   48.1   45.8     51.6   49.1    
  85 Madison   82.9   49.1   34.2     59.2   41.2    
  199 Mankato   90.1   68.7   21.7     76.3   24.1    
  180 Marquette   94.3   68.6   26.4     72.8   28.0    
  140 Medford-Klamath Falls   90.4   43.9   47.1     48.5   52.1    
  50 Memphis   89.7   49.3   41.4     55.0   46.1    
  185 Meridian   89.7   34.5   56.8     38.4   63.3    
  17 Miami-Ft. Lauderdale   94.6   67.3   29.4     71.2   31.1    
  35 Milwaukee   78.0   61.5   16.7     78.8   21.4    
  15 Minneapolis-St. Paul   82.7   56.7   26.3     68.5   31.8    
  158 Minot-Bismarck-Dickinson   90.9   60.0   31.6     66.0   34.7    
  166 Missoula   83.0   35.6   47.7     42.9   57.5    
  60 Mobile-Pensacola (Ft Walt)   92.3   53.1   40.0     57.5   43.3    
  138 Monroe-El Dorado   91.8   46.8   46.0     51.0   50.1    
  124 Monterey-Salinas   91.2   54.1   38.0     59.3   41.7    
  118 Montgomery-Selma   93.1   60.9   32.8     65.4   35.3    
  104 Myrtle Beach-Florence   91.9   65.0   27.6     70.8   30.1    
  29 Nashville   91.6   55.4   37.1     60.5   40.5    
  51 New Orleans   92.8   63.3   31.1     68.2   33.6    
  1 New York   96.7   85.4   12.8     88.3   13.3    
  43 Norfolk-Portsmth-Newpt Nws   93.8   71.8   23.1     76.5   24.6    
  209 North Platte   90.6   60.6   31.6     66.9   34.9    
  155 Odessa-Midland   94.8   65.2   30.5     68.8   32.2    
  45 Oklahoma City   83.6   54.0   30.2     64.6   36.1    
  76 Omaha   90.7   69.4   21.7     76.5   23.9    
  19 Orlando-Daytona Bch-Melbrn   94.3   70.1   25.1     74.4   26.6    
  200 Ottumwa-Kirksville   86.8   48.6   38.7     56.0   44.5    
  78 Paducah-Cape Girard-Harsbg   91.3   36.6   55.2     40.1   60.4    
  142 Palm Springs   96.1   73.9   23.2     77.0   24.1    
  151 Panama City   90.2   63.0   28.1     69.9   31.2    
  194 Parkersburg   94.2   72.1   22.7     76.5   24.1    
  116 Peoria-Bloomington   90.1   60.2   30.8     66.8   34.1    
  4 Philadelphia   95.9   80.7   16.9     84.1   17.6    
  12 Phoenix (Prescott), AZ   86.4   51.1   35.7     59.2   41.4    
  23 Pittsburgh   94.6   73.0   22.2     77.1   23.5    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  22 Portland, OR   86.3   57.8   28.7     67.0   33.3    
  77 Portland-Auburn   90.8   66.2   24.9     73.0   27.5    
  205 Presque Isle   92.5   56.4   37.0     61.0   40.0    
  53 Providence-New Bedford   93.9   84.3   10.1     89.8   10.8    
  171 Quincy-Hannibal-Keokuk   88.0   41.6   46.8     47.3   53.2    
  26 Raleigh-Durham (Fayetvlle)   89.7   58.2   32.2     64.9   35.9    
  174 Rapid City   91.0   60.1   31.5     66.0   34.6    
  108 Reno   91.0   47.7   44.0     52.4   48.4    
  58 Richmond-Petersburg   92.6   58.0   35.1     62.6   37.9    
  67 Roanoke-Lynchburg   91.2   39.2   52.4     43.0   57.5    
  80 Rochester, NY   88.2   70.9   17.9     80.3   20.3    
  153 Rochestr-Mason City-Austin   88.5   58.0   30.9     65.6   35.0    
  134 Rockford   89.5   59.2   30.8     66.2   34.5    
  20 Sacramnto-Stktn-Modesto   90.1   52.0   39.0     57.7   43.3    
  144 Salisbury   93.3   73.2   20.6     78.5   22.1    
  31 Salt Lake City   84.1   43.5   41.2     51.7   49.0    
  198 San Angelo   96.5   55.1   42.9     57.2   44.5    
  37 San Antonio   88.4   60.4   28.4     68.3   32.1    
  28 San Diego   94.2   82.7   12.1     87.9   12.9    
  6 San Francisco-Oak-San Jose   93.5   67.7   26.2     72.4   28.1    
  120 SantaBarbra-SanMar-SanLuOb   92.7   57.7   35.6     62.2   38.4    
  96 Savannah   95.4   56.9   39.5     59.6   41.4    
  13 Seattle-Tacoma   92.8   72.7   20.5     78.3   22.1    
  161 Sherman, TX-Ada, OK   88.5   38.6   50.6     43.7   57.2    
  82 Shreveport   91.7   33.6   59.1     36.6   64.4    
  148 Sioux City   86.1   52.5   33.8     61.0   39.3    
  113 Sioux Falls(Mitchell)   91.4   63.5   28.2     69.5   30.8    
  91 South Bend-Elkhart   82.0   42.2   40.3     51.5   49.2    
  75 Spokane   86.4   41.3   45.8     47.8   52.9    
  74 Springfield, MO   82.5   29.6   53.5     35.8   64.9    
  111 Springfield-Holyoke   95.5   81.7   14.4     85.5   15.1    
  201 St. Joseph   88.8   60.2   29.2     67.7   32.9    
  21 St. Louis   89.0   49.6   39.7     55.8   44.6    
  83 Syracuse   91.4   74.6   17.1     81.6   18.7    
  106 Tallahassee-Thomasville   93.9   54.2   40.4     57.8   43.1    
  14 Tampa-St. Pete (Sarasota)   94.1   78.6   16.5     83.5   17.5    
  152 Terre Haute   89.4   40.1   50.0     44.9   55.9    
  73 Toledo   87.9   61.9   26.5     70.4   30.1    
  136 Topeka   90.1   59.0   31.7     65.5   35.1    
  117 Traverse City-Cadillac   88.7   45.9   43.2     51.8   48.7    
  93 Tri-Cities, TN-VA   94.0   57.8   36.8     61.5   39.1    
  66 Tucson (Sierra Vista)   86.1   48.4   38.3     56.2   44.5    
  61 Tulsa   88.7   52.4   36.6     59.1   41.3    
  193 Twin Falls   82.3   36.6   46.2     44.5   56.2    
  109 Tyler-Longview(Lfkn and Ncgd)   93.0   37.8   56.0     40.7   60.2    
  170 Utica   93.5   73.9   20.3     79.0   21.8    
  204 Victoria   90.3   61.5   29.9     68.1   33.1    
  89 Waco-Temple-Bryan   91.3   53.4   38.4     58.5   42.0    
  9 Washington, DC (Hagrstwn)   93.4   68.6   26.0     73.5   27.8    
  177 Watertown   92.7   70.2   23.4     75.7   25.3    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  135 Wausau-Rhinelander   86.3   45.9   40.8     53.2   47.3    
  38 West Palm Beach-Ft. Pierce   96.4   70.4   27.9     73.0   28.9    
  159 Wheeling-Steubenville   93.7   69.5   25.6     74.2   27.3    
  149 Wichita Falls and Lawton   92.1   43.0   49.8     46.6   54.1    
  69 Wichita-Hutchinson Plus   89.7   62.5   27.6     69.6   30.7    
  54 Wilkes Barre-Scranton   94.6   60.1   35.1     63.5   37.1    
  132 Wilmington   94.3   65.8   29.0     69.8   30.7    
  126 Yakima-Pasco-Rchlnd-Knnwck   88.1   38.6   50.4     43.8   57.2    
  110 Youngstown   89.8   66.0   24.2     73.5   27.0    
  164 Yuma-El Centro   82.9   40.3   43.7     48.5   52.7    
  203 Zanesville   94.7   69.9   25.5     73.8   26.9    


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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