ADS, Wired-Cable and Over-The-Air Penetration by Market

Madison, WI

Date % OTA % Wired Cable % ADS
November, 2014 17.1 47.6 35.5
July, 2014 17.9 46.8 35.5
May, 2014 18.1 47.5 34.8
February, 2014 16.4 48.3 35.6
November, 2013 16.0 47.8 36.6
July, 2013 14.7 48.6 36.9
May, 2013 15.0 48.7 36.5
February, 2013 16.3 48.0 36.1
November, 2012 17.1 48.0 35.3
July, 2012 15.0 49.3 36.2
May, 2012 15.6 49.3 35.7
February, 2012 15.1 50.5 34.9
November, 2011 50.2 34.1
July, 2011 51.1 32.8
May, 2011 51.2 32.0
February, 2011 49.6 32.4
November, 2010 49.4 32.5
July, 2010 48.8 34.0
May, 2010 49.1 34.2
February, 2010 48.6 35.2
November, 2009 49.5 34.3
July, 2009 51.0 31.8
May, 2009 51.4 31.5
February, 2009 49.8 31.7
November, 2008 49.3 31.6
July, 2008 51.1 30.1
May, 2008 52.4 29.4
February, 2008 53.3 29.2
November, 2007 54.0 28.5
July, 2007 53.0 27.8
May, 2007 53.5 25.9
February, 2007 54.0 24.5
November, 2006 56.6 24.4
July, 2006 56.0 24.2
May, 2006 55.8 24.3
February, 2006 56.0 22.3
November, 2005 57.1 21.5
July, 2005 57.8 20.8
May, 2005 57.9 20.3
February, 2005 59.7 20.0
November, 2004 60.6 20.0
July, 2004 60.5 19.6
May, 2004 60.9 19.2
February, 2004 59.7 18.7
November, 2003 59.1 18.1
July, 2003 57.4 18.8
May, 2003 55.6 19.6
February, 2003 57.4 20.1
November, 2002 58.2 20.1
July, 2002 58.9 19.2
May, 2002 60.0 18.9
February, 2002 60.4 18.1
November, 2001 61.3 16.5
July, 2001 62.4 14.2
May, 2001 61.9 13.3
February, 2001 61.6 13.7
November, 2000 61.8 12.4
July, 2000 62.2 11.8
May, 2000 62.9 12.3
February, 2000 63.7 9.8
 
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.

OTA (Over-The-Air) data reporting beginning Feb 2012.

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.


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