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: Nov 2009
Cable And/Or ADS (Alternate Delivery Systems)
  Nov 2009   TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  165 Abilene-Sweetwater   89.2   41.0   49.0     46.0   54.9    
  145 Albany, GA   93.4   56.9   37.5     60.9   40.1    
  57 Albany-Schenectady-Troy   93.5   76.6   17.5     81.9   18.7    
  44 Albuquerque-Santa Fe   82.1   40.0   42.7     48.8   52.0    
  179 Alexandria, LA   92.9   62.3   31.8     67.0   34.2    
  208 Alpena   92.7   63.6   29.4     68.6   31.8    
  131 Amarillo   89.0   44.3   45.2     49.8   50.8    
  150 Anchorage   86.6   68.4   18.4     78.9   21.3    
  8 Atlanta   94.3   57.7   37.2     61.2   39.4    
  114 Augusta   91.2   61.7   30.0     67.6   32.9    
  48 Austin   87.9   65.2   23.1     74.2   26.3    
  125 Bakersfield   88.1   56.4   32.7     64.0   37.1    
  27 Baltimore   93.7   74.2   20.4     79.2   21.7    
  154 Bangor   83.1   40.2   43.3     48.4   52.1    
  95 Baton Rouge   94.0   72.0   22.8     76.6   24.2    
  141 Beaumont-Port Arthur   92.5   55.3   37.9     59.7   40.9    
  189 Bend, OR   84.2   62.4   22.5     74.1   26.7    
  169 Billings   86.6   54.0   33.0     62.4   38.1    
  163 Biloxi-Gulfport   92.9   71.8   22.6     77.2   24.3    
  157 Binghamton   92.9   73.7   20.1     79.3   21.6    
  40 Birmingham (Ann and Tusc)   91.9   51.1   42.2     55.6   45.9    
  156 Bluefield-Beckley-Oak Hill   95.3   68.4   28.7     71.7   30.1    
  112 Boise   74.7   31.1   44.3     41.6   59.4    
  7 Boston (Manchester)   97.6   84.7   13.5     86.8   13.8    
  182 Bowling Green   89.7   69.6   20.9     77.6   23.3    
  52 Buffalo   92.6   61.7   31.8     66.6   34.3    
  94 Burlington-Plattsburgh   90.4   52.8   38.0     58.4   42.1    
  190 Butte-Bozeman, MT   81.1   44.1   37.4     54.3   46.1    
  196 Casper-Riverton   91.1   59.0   32.6     64.8   35.7    
  88 Cedar Rapids-Wtrlo-IWC and Dub   87.9   57.6   30.8     65.5   35.0    
  84 Champaign and Sprngfld-Decatur   91.5   59.1   33.1     64.6   36.2    
  97 Charleston, SC   91.8   66.2   26.3     72.0   28.6    
  63 Charleston-Huntington   93.7   55.4   39.1     59.1   41.7    
  24 Charlotte   92.0   61.1   31.3     66.5   34.1    
  183 Charlottesville   89.3   56.1   34.1     62.8   38.2    
  86 Chattanooga   91.3   61.1   31.1     66.8   34.0    
  197 Cheyenne, WY-Scottsbluff,   93.5   62.0   31.9     66.4   34.2    
  3 Chicago   88.0   62.4   26.6     70.9   30.2    
  130 Chico-Redding   86.9   35.8   51.8     41.1   59.6    
  33 Cincinnati   87.1   61.5   25.7     70.6   29.6    
  168 Clarksburg-Weston   96.7   55.2   42.4     57.1   43.9    
  18 Cleveland-Akron (Canton)   92.5   71.1   21.6     76.9   23.4    
  92 Colorado Springs-Pueblo   85.3   42.2   43.9     49.5   51.4    
  79 Columbia, SC   88.3   51.6   37.5     58.4   42.5    
  137 Columbia-Jefferson City   85.7   34.9   51.4     40.7   59.9    
  128 Columbus, GA   91.7   69.0   23.1     75.3   25.2    
  34 Columbus, OH   88.6   69.0   19.8     77.8   22.3    
  133 Columbus-Tupelo-West Point   88.0   35.4   53.1     40.2   60.3    
  129 Corpus Christi   90.6   64.3   27.2     71.0   30.1    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  5 Dallas-Ft. Worth   83.4   46.8   37.0     56.1   44.4    
  99 Davenport-R.Island-Moline   87.6   54.1   33.9     61.8   38.7    
  65 Dayton   85.7   64.9   21.1     75.7   24.6    
  16 Denver   90.3   54.3   36.5     60.1   40.4    
  72 Des Moines-Ames   84.7   46.7   38.7     55.1   45.6    
  11 Detroit   89.9   69.6   20.4     77.5   22.7    
  172 Dothan   93.1   60.9   33.0     65.4   35.4    
  139 Duluth-Superior   81.2   40.6   41.2     50.1   50.7    
  98 El Paso (Las Cruces)   73.6   44.0   30.2     59.9   41.0    
  176 Elmira (Corning)   94.0   68.8   25.8     73.2   27.4    
  146 Erie   86.4   57.5   29.7     66.5   34.4    
  119 Eugene   85.7   52.1   34.1     60.8   39.8    
  195 Eureka   84.0   61.0   24.3     72.6   28.9    
  102 Evansville   90.9   52.3   39.1     57.5   43.0    
  202 Fairbanks   69.7   45.6   25.0     65.4   35.9    
  121 Fargo-Valley City   89.0   56.5   32.9     63.5   36.9    
  68 Flint-Saginaw-Bay City   88.4   61.5   27.5     69.5   31.1    
  55 Fresno-Visalia   80.6   36.6   45.0     45.4   55.9    
  64 Ft. Myers-Naples   94.9   67.1   28.7     70.6   30.2    
  100 Ft. Smith-Fay-Sprngdl-Rgrs   90.4   53.9   37.1     59.6   41.1    
  107 Ft. Wayne   80.7   46.5   34.7     57.6   43.0    
  160 Gainesville   89.9   62.2   28.3     69.2   31.5    
  210 Glendive   90.9   67.8   23.9     74.6   26.3    
  184 Grand Junction-Montrose   88.1   57.6   30.8     65.4   34.9    
  41 Grand Rapids-Kalmzoo-B.Crk   85.5   55.6   30.4     65.0   35.6    
  192 Great Falls   89.8   46.3   44.2     51.5   49.2    
  70 Green Bay-Appleton   83.0   51.4   32.0     61.9   38.6    
  46 Greensboro-H.Point-W.Salem   90.0   61.6   29.0     68.4   32.2    
  103 Greenville-N.Bern-Washngtn   91.1   57.2   34.9     62.8   38.3    
  36 Greenvll-Spart-Ashevll-And   91.3   49.2   42.4     53.9   46.4    
  187 Greenwood-Greenville   93.0   62.1   32.1     66.8   34.5    
  87 Harlingen-Wslco-Brnsvl-McA   71.1   43.0   29.0     60.5   40.9    
  39 Harrisburg-Lncstr-Leb-York   92.4   68.2   24.7     73.8   26.7    
  178 Harrisonburg   91.0   61.0   30.6     67.1   33.6    
  30 Hartford and New Haven   96.7   83.4   13.6     86.3   14.1    
  167 Hattiesburg-Laurel   89.8   49.0   42.7     54.6   47.5    
  206 Helena   82.9   53.7   29.5     64.8   35.6    
  71 Honolulu   95.1   90.0   5.4     94.7   5.7    
  10 Houston   82.1   55.8   27.1     67.9   33.0    
  81 Huntsville-Decatur (Flor)   92.1   55.1   37.8     59.8   41.0    
  162 Idaho Falls-Pocatello   80.1   35.5   45.1     44.3   56.3    
  25 Indianapolis   86.6   59.8   27.7     69.0   32.0    
  90 Jackson, MS   91.4   44.0   48.3     48.1   52.8    
  173 Jackson, TN   91.2   58.3   33.5     63.9   36.7    
  47 Jacksonville, Brunswick   92.4   59.9   33.3     64.8   36.0    
  101 Johnstown-Altoona   95.9   60.3   36.1     62.9   37.7    
  181 Jonesboro   90.7   60.7   30.6     66.9   33.7    
  147 Joplin-Pittsburg   83.8   39.8   44.7     47.4   53.4    
  207 Juneau, AK   87.5   68.2   19.7     77.9   22.5    
  32 Kansas City   86.7   64.3   22.6     74.2   26.0    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  59 Knoxville   92.4   60.1   32.9     65.1   35.6    
  127 La Crosse-Eau Claire   87.7   54.2   33.9     61.8   38.6    
  191 Lafayette, IN   91.4   69.1   23.2     75.6   25.3    
  123 Lafayette, LA   93.2   60.6   33.5     65.0   36.0    
  175 Lake Charles   92.1   63.8   29.6     69.3   32.1    
  115 Lansing   88.0   55.2   33.2     62.7   37.8    
  188 Laredo   81.3   60.2   22.2     74.1   27.3    
  42 Las Vegas   92.3   69.9   22.9     75.8   24.9    
  62 Lexington   91.5   50.1   41.8     54.8   45.7    
  186 Lima   91.6   73.5   18.9     80.2   20.6    
  105 Lincoln and Hstngs-Krny Plus   88.6   54.5   34.7     61.4   39.1    
  56 Little Rock-Pine Bluff   90.4   42.6   48.6     47.1   53.8    
  2 Los Angeles   86.3   52.1   35.1     60.4   40.7    
  49 Louisville   90.6   64.0   26.8     70.6   29.6    
  143 Lubbock   84.2   44.6   40.3     52.9   47.8    
  122 Macon   92.2   50.7   42.2     55.0   45.8    
  85 Madison   83.4   49.5   34.3     59.4   41.1    
  199 Mankato   89.4   67.9   21.8     76.0   24.4    
  180 Marquette   92.5   70.0   23.4     75.7   25.3    
  140 Medford-Klamath Falls   89.6   45.6   44.5     50.9   49.7    
  50 Memphis   89.2   50.4   39.9     56.5   44.7    
  185 Meridian   90.0   38.9   52.3     43.3   58.1    
  17 Miami-Ft. Lauderdale   94.4   66.5   29.9     70.5   31.7    
  35 Milwaukee   78.8   62.1   16.8     78.9   21.4    
  15 Minneapolis-St. Paul   82.4   57.0   25.8     69.2   31.3    
  158 Minot-Bismarck-Dickinson   90.0   61.7   29.0     68.6   32.2    
  166 Missoula   82.2   35.6   47.0     43.4   57.2    
  60 Mobile-Pensacola (Ft Walt)   92.3   57.1   36.1     61.8   39.1    
  138 Monroe-El Dorado   91.3   47.5   44.7     52.0   48.9    
  124 Monterey-Salinas   91.0   55.6   36.1     61.1   39.7    
  118 Montgomery-Selma   93.5   65.4   28.8     69.9   30.8    
  104 Myrtle Beach-Florence   90.9   65.8   25.6     72.4   28.2    
  29 Nashville   90.3   55.5   35.4     61.5   39.2    
  51 New Orleans   92.4   63.5   30.2     68.8   32.7    
  1 New York   96.5   85.5   12.5     88.6   13.0    
  43 Norfolk-Portsmth-Newpt Nws   92.3   70.5   22.6     76.5   24.5    
  209 North Platte   89.4   61.7   29.4     69.0   32.9    
  155 Odessa-Midland   94.4   67.5   27.9     71.5   29.6    
  45 Oklahoma City   83.5   55.3   28.7     66.2   34.4    
  76 Omaha   91.1   71.4   20.0     78.4   22.0    
  19 Orlando-Daytona Bch-Melbrn   93.9   71.3   23.5     75.9   25.0    
  200 Ottumwa-Kirksville   86.7   51.4   36.3     59.2   41.8    
  78 Paducah-Cape Girard-Harsbg   90.1   39.9   50.7     44.3   56.3    
  142 Palm Springs   95.8   76.5   20.6     79.8   21.5    
  151 Panama City   90.6   64.5   27.0     71.2   29.8    
  194 Parkersburg   93.9   74.1   20.4     78.9   21.7    
  116 Peoria-Bloomington   90.4   62.7   28.5     69.3   31.6    
  4 Philadelphia   95.8   80.2   17.0     83.7   17.7    
  12 Phoenix (Prescott), AZ   86.0   51.8   34.7     60.3   40.3    
  23 Pittsburgh   94.3   73.3   21.3     77.7   22.6    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  22 Portland, OR   85.8   58.5   27.3     68.3   31.8    
  77 Portland-Auburn   90.0   66.8   23.6     74.3   26.2    
  205 Presque Isle   91.2   58.0   34.3     63.5   37.6    
  53 Providence-New Bedford   94.1   84.8   9.7     90.2   10.3    
  171 Quincy-Hannibal-Keokuk   86.8   42.9   44.6     49.4   51.4    
  26 Raleigh-Durham (Fayetvlle)   89.9   59.8   31.0     66.5   34.5    
  174 Rapid City   90.4   62.4   28.5     69.0   31.5    
  108 Reno   91.0   49.3   42.7     54.2   46.9    
  58 Richmond-Petersburg   92.0   57.9   34.6     62.9   37.6    
  67 Roanoke-Lynchburg   90.7   41.8   49.4     46.1   54.5    
  80 Rochester, NY   88.4   71.7   17.3     81.1   19.5    
  153 Rochestr-Mason City-Austin   88.3   61.1   27.6     69.1   31.3    
  134 Rockford   88.9   61.1   28.6     68.8   32.2    
  20 Sacramnto-Stktn-Modesto   90.2   52.8   38.1     58.6   42.3    
  144 Salisbury   93.3   74.1   19.7     79.4   21.1    
  31 Salt Lake City   83.1   44.3   39.2     53.3   47.2    
  198 San Angelo   95.6   59.6   37.6     62.3   39.3    
  37 San Antonio   88.6   61.6   28.0     69.5   31.6    
  28 San Diego   94.3   83.2   11.5     88.2   12.2    
  6 San Francisco-Oak-San Jose   92.9   67.7   25.8     72.9   27.8    
  120 SantaBarbra-SanMar-SanLuOb   92.1   59.6   33.1     64.8   36.0    
  96 Savannah   94.6   60.2   35.2     63.7   37.2    
  13 Seattle-Tacoma   92.0   72.6   19.5     79.0   21.2    
  161 Sherman, TX-Ada, OK   88.9   39.5   50.0     44.5   56.3    
  82 Shreveport   91.4   35.2   57.2     38.5   62.6    
  148 Sioux City   86.6   56.7   30.4     65.5   35.1    
  113 Sioux Falls(Mitchell)   91.1   65.5   26.0     71.9   28.6    
  91 South Bend-Elkhart   81.7   43.3   39.1     53.1   47.9    
  75 Spokane   87.0   43.4   44.2     49.9   50.8    
  74 Springfield, MO   81.5   32.5   49.5     39.9   60.8    
  111 Springfield-Holyoke   95.1   82.4   13.2     86.7   13.9    
  201 St. Joseph   88.5   60.8   28.1     68.7   31.7    
  21 St. Louis   88.3   49.7   38.9     56.3   44.1    
  83 Syracuse   91.1   75.6   15.8     83.0   17.4    
  106 Tallahassee-Thomasville   93.1   55.6   38.4     59.7   41.3    
  14 Tampa-St. Pete (Sarasota)   94.3   79.0   16.1     83.8   17.0    
  152 Terre Haute   89.7   41.9   48.3     46.8   53.9    
  73 Toledo   86.1   61.5   25.0     71.5   29.0    
  136 Topeka   89.9   59.7   30.6     66.4   34.0    
  117 Traverse City-Cadillac   87.2   46.0   41.8     52.7   47.9    
  93 Tri-Cities, TN-VA   94.0   61.2   33.3     65.1   35.4    
  66 Tucson (Sierra Vista)   86.3   51.8   35.3     60.0   40.9    
  61 Tulsa   87.5   53.0   34.9     60.6   39.9    
  193 Twin Falls   82.1   39.3   43.4     47.9   52.9    
  109 Tyler-Longview(Lfkn and Ncgd)   92.4   39.5   53.6     42.7   58.0    
  170 Utica   94.3   75.1   20.2     79.7   21.4    
  204 Victoria   92.0   63.9   29.1     69.5   31.6    
  89 Waco-Temple-Bryan   90.2   57.1   33.7     63.3   37.3    
  9 Washington, DC (Hagrstwn)   92.9   68.4   25.8     73.6   27.8    
  177 Watertown   92.2   69.2   23.7     75.1   25.7    
 
        TV
Households*		   Subscription TV
Households**		  
  DMA
Rank		 DMA
Name		   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
  135 Wausau-Rhinelander   85.5   46.8   39.2     54.8   45.9    
  38 West Palm Beach-Ft. Pierce   96.3   70.2   28.0     72.9   29.0    
  159 Wheeling-Steubenville   94.2   71.5   24.1     75.9   25.6    
  149 Wichita Falls and Lawton   91.9   45.0   47.9     49.0   52.1    
  69 Wichita-Hutchinson Plus   89.7   63.8   26.2     71.1   29.3    
  54 Wilkes Barre-Scranton   93.7   62.9   31.6     67.1   33.7    
  132 Wilmington   93.4   67.4   26.7     72.1   28.6    
  126 Yakima-Pasco-Rchlnd-Knnwck   86.7   42.3   45.4     48.8   52.3    
  110 Youngstown   89.2   67.4   22.3     75.6   24.9    
  164 Yuma-El Centro   82.6   42.7   41.2     51.7   49.8    
  203 Zanesville   95.2   72.2   23.7     75.8   24.9    


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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