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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 audiences.

Source: GfK TVB Media Comparisons Study 2021. 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: Nielsen, NPOWER, 09/21/2020-05/26/2021 Ranked by A25-54 L+1 US AA % (ties broken by 000’s)
Source: Feb 2021 Nielsen; Most Current, Live+1. ComScore, People 18+, Data Source: VMX Multi-Platform, 167,014,000 Unduplicated Viewers (YouTube number excludes all Broadcast TV content). YouTube video views — VMX Multi-platform.
Source: Feb 2021 Nielsen; Live+1. Comscore, People 18+, Data Source: VMX Desktop, 64,002,000 Unduplicated Viewers.

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 Grand Junction, CO.

Source: The Nielsen Company – May ‘21 Grand Junction, CO 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 2021 Broadcast-Only HH%
37Milwaukee36.2
11Phoenix (Prescott)32.8
48Albuquerque-Santa Fe32.2 
44Oklahoma City31.4
8Houston30.1
5Dallas-Ft. Worth29.6
14Minneapolis-St. Paul29.5
36Cincinnati 29.5
31San Antonio27.6
34Kansas City26.4

Source: Nielsen May 2021

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

DMA RankDMA NameMay 2021  ADS (non-Cable) HH%
48Albuquerque-Santa Fe43.8
45Birmingham (Ann and Tusc)40.6
44Oklahoma City40.3
20Sacramnto-Stkton-Modesto39.0
35 Greenvll-Spart-Ashevll-And37.5
11Phoenix (Prescott)36.8
29Nashville35.4
50New Orleans35.3
30Salt Lake City35.1
40Las Vegas32.8

Source: Nielsen May 2021


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