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 and influencing audiences.
QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled.
Source: Nielsen NPOWER February 2024 Persons 18+ Live+7. Total Day of Platforms With Advertising Base: Ad-Supported Linear TV & Nielsen Streaming Platform Ratings (With and Without Ads: Amazon Prime Video, Hulu, Discovery+, HBO Max, Peacock, Netflix, Disney+); Based on GfK SVOD Survey that shows that 26% of Netflix subscribers, 54% of Discovery+ subscribers, 29% of Disney+ subscribers, 29% of Max subscribers, 61% of Hulu subscribers, 54% of Paramount+ subscribers, 72% of Peacock subscribers, and 100% of Amazon Prime Video subscribers that can see ads. MVPD/vMVPD category is included in Linear bucket.
Why is DBS Important to Advertisers?
TV homes that get their TV signal from a small satellite dish (provided by DirecTV or DISH) are usually refered to as DBS 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 DBS 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 Memphis, Tennessee.
Effective April 1, 2024, homes with a vMVPD service will be reported under the ADS market break (except in RPD+ markets)
MVPD % = ADS Non-Cable (35.2%) minus DBS (19.2%)
Top Five OTA (Over-the-Air) Markets (DMAs 1-50)
| DMA Rank | DMA Name | July 2024 OTA HH% |
| 49 | Albuquerque-Santa Fe, NM | 28.8 |
| 47 | Oklahoma City, OK | 27.9 |
| 38 | Milwaukee, WI | 22.8 |
| 6 | Houston, TX | 22.0 |
| 18 | Miami-Ft. Lauderdale, FL | 21.1 |
Source: Nielsen July 2024
Top Five DBS Markets (DMAs 1-50)
| DMA Rank | DMA Name | July 2024 DBS HH% |
| 49 | Albuquerque-Santa Fe, NM | 22.2 |
| 46 | Birmingham, AL | 21.6 |
| 50 | Memphis, TN | 19.2 |
| 20 | Sacramento, CA | 18.5 |
| 47 | Oklahoma City, OK | 17.6 |
Source: Nielsen July 2024