TV Basics: Alternate Delivery Systems – Local
While national ADS penetration is currently at the 29.3% level, many markets have already reached, and passed, the 40% level. It’s important for local advertisers to know that ADS homes in their markets are not seeing ads inserted in the local cable systems.

Nov 2009   Percent of DMA TV Households*   Subscription TV
Households**
DMA
Rank		 DMA
Name		 %
Cable+ 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  
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  
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  
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  
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: The Nielsen Company, NSI, Nov. 2008

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.


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