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 2023 Persons 18+ Live+7. Total Day of Platforms With Advertising Base: Ad-Supported Linear TV & Nielsen Streaming Platform Ratings (With and Without Ads: Hulu, Discovery+, HBO Max, Peacock, Netflix, Disney+); Assumption that 50% of SVOD tiered subscriptions are ad-supported (2% of Netflix & Disney+). MVPD/vMVPD category is included in Linear bucket.
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 Philadelphia, Pennsylvania.
Top Five Broadcast Only Markets (DMAs 1-50)
| DMA Rank | DMA Name | February 2023 Broadcast-Only HH% |
| 49 | ALBUQUERQUE-SANTA FE | 30.3 |
| 46 | OKLAHOMA CITY | 29.2 |
| 38 | MILWAUKEE | 25.6 |
| 7 | HOUSTON | 24.8 |
| 33 | KANSAS CITY | 22.9 |
Source: Nielsen February 2023
Top Five ADS (non-cable) Markets (DMAs 1-50)
| DMA Rank | DMA Name | February 2023 ADS (non-cable) HH% |
| 49 | ALBUQUERQUE-SANTA FE | 25.3 |
| 45 | BIRMINGHAM (ANN AND TUSC) | 24.5 |
| 20 | SACRAMNTO-STKTON-MODESTO | 23.4 |
| 50 | NEW ORLEANS | 21.8 |
| 11 | PHOENIX (PRESCOTT) | 21.1 |
Source: Nielsen February 2023
View National ADS, Wired-Cable & Broadcast Only Household Penetration Trends.