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.
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 Boston, Massachusetts.
Top 10 Broadcast-Only Markets (DMAs 1-50)
| DMA Rank | DMA Name | May 2022 Broadcast-Only HH% |
| 49 | ALBUQUERQUE-SANTA FE | 27.3 |
| 36 | MILWAUKEE | 24.5 |
| 9 | HOUSTON | 23.9 |
| 44 | OKLAHOMA CITY | 23.0 |
| 12 | PHOENIX (PRESCOTT) | 22.5 |
| 5 | DALLAS-FT. WORTH | 22.0 |
| 32 | KANSAS CITY | 21.4 |
| 14 | MINNEAPOLIS-ST. PAUL | 21.3 |
| 35 | CINCINNATI | 20.8 |
| 25 | INDIANAPOLIS | 19.8 |
Source: Nielsen May 2022
Top 10 ADS (non-Cable) Markets (DMAs 1-50)
| DMA Rank | DMA Name | May 2022 ADS (non-Cable) HH% |
| 49 | ALBUQUERQUE-SANTA FE | 31.4 |
| 45 | BIRMINGHAM (ANN AND TUSC) | 30.7 |
| 44 | OKLAHOMA CITY | 25.2 |
| 20 | SACRAMNTO-STKTON-MODESTO | 25.1 |
| 38 | GREENVLL-SPART-ASHEVLL-AND | 24.3 |
| 50 | NEW ORLEANS | 24.2 |
| 30 | NASHVILLE | 23.4 |
| 40 | LAS VEGAS | 23.3 |
| 12 | PHOENIX (PRESCOTT) | 23.3 |
| 29 | SALT LAKE CITY | 22.6 |
Source: Nielsen May 2022
For National ADS, Wired-Cable & Broadcast Only Household Penetration Trends, click here