Cable & ADS

National Trends

In July’17, the percentage of households with wired cable dropped to 51.4%, as the percentage of broadcast only households rose to 13.2%. The percentage for homes with ADS (alternate delivery systems) rose to 30.3%.

July 2017

  • 30.3% of television households subscribe to ADS.
  • 51.4% of television homes subscribes to wired cable delivery. Nielsen includes telco (FiOS and U-Verse) homes in its reported wired cable penetration figures.

National ADS, Wired-Cable & Broadcast Only Household Penetration Trends

Local Trends

Broadcast television has the potential to reach 100% of television homes. A significant number of television households are missed if you're buying local cable because local cable commercials may not be seen in ADS homes, or the household has opted to be a broadcast only home. Many markets exceed the national ADS and Broadcast Only averages, and it is even more important for advertisers in these markets to consider these factors.

Top 10 ADS levels in markets 1-50

Television HH
DMA Rank DMA Name % ADS
48 Albuquerque-Santa Fe 50.1
37 Greenvll-Spart-Ashevll-And 46.4
45 Birmingham (Ann and Tusc) 46.0
12 Phoenix (Prescott) 44.6
20 Sacramnto-Stkton-Modesto 44.0
41 Oklahoma City 41.6
34 Salt Lake City 40.0
29 Nashville 38.4
40 Las Vegas 38.3
17 Denver 37.6


Top 10 Broadcast-Only levels in markets 1-50

Television HH
DMA Rank DMA Name % OTA
35 Milwaukee 27.1
48 Albuquerque-Santa Fe 24.9
12 Phoenix (Prescott) 23.5
33 Kansas City 23.5
5 Dallas-Ft. Worth 22.5
41 Oklahoma City 22.3
34 Salt Lake City 22.2
15 Minneapolis-St. Paul 21.0
36 Cincinnati 20.2
8 Houston 20.0


ADS, Wired-Cable & Broadcast Only Household Penetration by DMA

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