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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 2022. 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 2022 A18+ QA4 “Thinking about the ads you saw/heard for the categories, which advertising media made you most aware of the category?”
See more about how linear TV is the “go to” for ad supported viewing
Source: Nielsen NPOWER February 2022 Persons 18+ Live+7. Total Day of All Viewing Platforms: Percent of Broadcast, Cable, and Streaming to TUT Levels. MVPD/vMVPD category is included in Linear bucket.
Source: Nielsen NPOWER, 9/20/2021-5/25/2022, ranked by A25-54 L+1 US AA Impressions

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.

Source: The Nielsen Company – Feb ’22 Boston, MA DMA Quarterly UEs & DMA Cable Plus. (OTA=Over-the-Air or Broadcast Only homes).

Top 10 Broadcast-Only Markets (DMAs 1-50)

DMA RankDMA NameMay 2022 Broadcast-Only HH%
49ALBUQUERQUE-SANTA FE27.3
36MILWAUKEE24.5
9HOUSTON23.9
44OKLAHOMA CITY23.0
12PHOENIX (PRESCOTT)22.5
5DALLAS-FT. WORTH22.0
32KANSAS CITY21.4
14MINNEAPOLIS-ST. PAUL21.3
35CINCINNATI20.8
25INDIANAPOLIS19.8

Source: Nielsen May 2022

Top 10 ADS (non-Cable) Markets (DMAs 1-50)

DMA RankDMA NameMay 2022 ADS (non-Cable) HH%
49ALBUQUERQUE-SANTA FE31.4
45BIRMINGHAM (ANN AND TUSC)30.7
44OKLAHOMA CITY25.2
20SACRAMNTO-STKTON-MODESTO25.1
38GREENVLL-SPART-ASHEVLL-AND24.3
50NEW ORLEANS24.2
30NASHVILLE23.4
40LAS VEGAS23.3
12PHOENIX (PRESCOTT)23.3
29SALT LAKE CITY22.6

Source: Nielsen May 2022


For National ADS, Wired-Cable & Broadcast Only Household Penetration Trends, click here