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 and influencing audiences.

Source: GfK TVB Media Comparisons Study 2024. M-S 4A-2A. 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: GfK TVB Purchase Funnel 2024 A18+
QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled.
See more about how linear TV is the “go to” for ad supported viewing
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.
Source: Nielsen, NPOWER, 09/25/2023-03/31/2024 Ranked by A25-54 L+1 US AA %

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 St. Louis, Missouri.

Source: The Nielsen Company – February ‘24 St. Louis, MO DMA Quarterly UEs & DMA Cable Plus. (OTA=Over-the-Air or Broadcast Only homes).

Top Five Broadcast Only Markets (DMAs 1-50)

DMA RankDMA NameFebruary 2024 Broadcast-Only HH%
47Oklahoma City, OK32.1
49Albuquerque-Santa Fe, NM31.4
34Kansas City, MO23.8
6Houston, TX23.5

Source: Nielsen February 2024

Top Five ADS (non-cable) Markets (DMAs 1-50)

DMA RankDMA NameFebruary 2024 ADS (non-cable) HH%
46Birmingham (Anniston and Tuscaloosa), AL22.8
20Sacramento-Stockton-Modesto, CA22.0
49Albuquerque-Santa Fe, NM21.5
50Memphis, TN19.9
11Phoenix (Prescott), AZ18.9

Source: Nielsen February 2024

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