Cable & ADS

National Trends

In Nov’17, the percentage of households with wired cable dropped to 50.6%, and the percentage for homes with ADS (alternate delivery systems) also dropped to 29.8%. The percentage of broadcast only households rose to 13.6%.

November 2017

  • 29.8% of television households subscribe to ADS.
  • 50.6% 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
46 Albuquerque-Santa Fe 50.0
38 Greenvll-Spart-Ashevll-And 48.2
44 Birmingham (Ann and Tusc) 47.7
50 Memphis 47.1
20 Sacramnto-Stkton-Modesto 45.3
11 Phoenix (Prescott) 44.1
41 Oklahoma City 42.4
30 Salt Lake City 40.1
48 Greensboro-H.Point-W.Salem 39.4
27 Nashville 39.2


Top 10 Broadcast-Only levels in markets 1-50

Television HH
DMA Rank DMA Name % OTA
36 Milwaukee 27.4
46 Albuquerque-Santa Fe 25.3
11 Phoenix (Prescott) 24.2
33 Kansas City 23.3
41 Oklahoma City 23.1
5 Dallas-Ft. Worth 23.0
30 Salt Lake City 22.3
15 Minneapolis-St. Paul 21.3
35 Cincinnati 20.4
39 Austin 19.8
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