Cable and ADS Penetration by DMA
The far right column ("% ADS" under the Subscription TV heading) 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 this DMA can be discounted by this percentage.

Amarillo

      TV
Households*		   Subscription TV
Households**		  
  Date   %
Cable
and/or
ADS		 %
Wired
Cable		 %
ADS		   %
Wired
Cable		 %
ADS		  
   Jul 2010   89.3   41.7   48.3     46.7   54.1    
   May 2010   89.6   42.1   48.3     47.0   53.9    
   Feb 2010   89.0   42.4   47.3     47.7   53.2    
   Nov 2009   89.0   44.3   45.2     49.8   50.8    
   Jul 2009   88.8   46.4   42.7     52.3   48.1    
   May 2009   88.7   45.7   43.9     51.5   49.5    
   Feb 2009   87.7   44.5   44.3     50.7   50.5    
   Nov 2008   87.3   44.8   43.5     51.3   49.8    
   Jul 2008   86.1   46.5   40.7     54.0   47.2    
   May 2008   87.6   49.7   39.0     56.7   44.5    
   Feb 2008   88.2   50.6   38.5     57.4   43.7    
   Nov 2007   88.4   50.6   39.0     57.3   44.1    
   Jul 2007   87.7   49.3   39.5     56.2   45.1    
   May 2007   86.6   48.6   39.1     56.1   45.2    
   Feb 2007   86.2   49.0   38.5     56.9   44.6    
   Nov 2006   87.7   51.0   38.4     58.1   43.7    
   Jul 2006   86.3   51.8   36.2     60.0   42.0    
   May 2006   85.8   52.1   35.2     60.7   41.0    
   Feb 2006   84.9   53.9   32.3     63.5   38.1    
   Nov 2005   84.6   55.5   30.5     65.6   36.0    
   Jul 2005   84.9   57.3   29.5     67.4   34.7    
   May 2005   85.2   59.8   27.3     70.2   32.0    
   Feb 2005   84.8   61.1   25.7     72.0   30.3    
   Nov 2004   85.1   61.6   25.5     72.3   30.0    
   Jul 2004   84.6   62.0   25.1     73.3   29.7    
   May 2004   84.8   61.4   26.1     72.4   30.8    
   Feb 2004   84.8   61.6   26.1     72.6   30.8    
   Nov 2003   84.6   61.6   26.3     72.8   31.1    
   Jul 2003   84.1   61.6   26.1     73.2   31.0    
   May 2003   83.9   61.9   25.6     73.7   30.5    
   Feb 2003   85.2   62.8   25.7     73.7   30.2    
   Nov 2002   85.9   65.4   23.2     76.2   27.0    
   Jul 2002   86.1   67.8   20.8     78.8   24.2    
   May 2002   85.3   66.5   21.4     78.0   25.0    
   Feb 2002   83.2   64.8   21.1     77.9   25.4    
   Nov 2001   82.3   64.0   20.8     77.8   25.3    
   Jul 2001   79.1   65.2   16.3     82.4   20.6    
   May 2001   80.8   64.6   19.1     80.0   23.6    
   Feb 2001   81.6   63.5   20.6     77.8   25.2    
   Nov 2000   82.8   64.2   19.8     77.6   23.9    
   Jul 2000   83.8   64.7   20.5     77.2   24.5    
   May 2000   80.2   65.4   17.3     81.5   21.6    
   Feb 2000   84.1   65.8   18.3     78.2   21.8    
 
Source: Nielsen Media Research, DMA Household Universe Estimates

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.



Back to Full 210-DMA Report

  Ask TVB   Back to Top