Competitive Media

Advertising in today’s complex media world is a challenge as media continue to evolve. Media consumption habits are constantly changing, but broadcast television remains the leader in reaching audiences.



Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.



Source: Nielsen, NPOWER, 9/23/19-9/20/20; Ranked by A25-54 L+1 US AA % (ties broken by 000’s). Broadcast includes Syndication.



Source: Feb 2020 Nielsen; Most Current, Live+1. ComScore, People 18+, Data Source: VMX Multi-Platform, 165,076,000 Unduplicated Viewers (YouTube number excludes all Broadcast TV content).


Source: Feb 2020 Nielsen; Live+1. Comscore, People 18+, Data Source: VMX Desktop, 59,506,000 Unduplicated Viewers.

Why is ADS Important to Advertisers?

TV homes with unwired cable access are referred to as Alternate Delivery Systems (ADS) or Satellite homes. In certain markets, advertisers can insert local ads on interconnects which have DISH and/or DirecTV, but there are limitations, including which channels can be inserted on. There are still a number of markets where these systems cannot be inserted locally, and to get an accurate reach of a local cable ad schedule in these markets, the ADS percentage of the audience must be deducted if they are included in cable’s ratings submissions.

A significant number of television households may be missed by using local cable, as commercials may not be seen in some homes. Here is a look at an example in Grand Junction, CO.

Source: The Nielsen Company – May ‘20 Grand Junction, CO DMA Quarterly UEs & DMA Cable Plus. (OTA=Over-the-Air or Broadcast Only homes)

Top 10 Broadcast-Only Markets (DMAs 1-50)

DMA Rank

DMA Name

May 2020 Broadcast-Only HH%

35

Milwaukee

33.3

11

Phoenix (Prescott)

32.3

46

Albuquerque-Santa Fe

31.3 

5

Dallas-Ft. Worth

30.3 

8

Houston

29.6

43 

Oklahoma City

29.0

31 

San Antonio

28.5

15 

Minneapolis-St. Paul

28.3

37

Cincinnati

26.9

30

Salt Lake City

24.5

Source: Nielsen May 2020

Top 10 ADS (non-Cable) Markets (DMAs 1-50)


DMA Rank

DMA Name

May 2020  ADS (non-Cable) HH%

46

Albuquerque-Santa Fe

43.8

44

Birmingham (Ann and Tusc)

41.0

38

Greenvll-Spart-Ashevll-And

39.8 

20

Sacramnto-Stkton-Modesto

38.5 

43 

Oklahoma City

38.0

11

Phoenix (Prescott)

37.6

28 

Nashville

35.3

30 

Salt Lake City

34.7

50 

New Orleans

33.8 

39

Las Vegas

33.1

Source: Nielsen May 2020

For National ADS, Wired-Cable & Broadcast Only Household Penetration Trends, click here.

For more information, please contact Hadassa Gerber, EVP, Chief Research Officer, TVB.

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