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Chart: Alternate Delivery System Penetration

Aug 22, 2007  •  Post A Comment

The Television Bureau of Advertising, which represents local TV stations, likes to point out that when advertisers buy commercials on local cable, there are many Lifetime and ESPN watchers who don’t see those ads because they’re watching on satellite. The TVB periodically releases figures on the number of viewers who get multichannel video from alternate delivery systems (ADS) and says that in July, wired cable’s penetration hit a 17-year low of 61.1 percent. Using Nielsen Media Research Data, the TVB says ADS penetration reached 27.5 percent of television households in July. That percentage is even bigger in some significant markets, as the chart below shows.

Top 10 in Markets 1-50

DMA Name ADS as %
TV HH
ADS as %
Subscription TV HH*
1. Albuquerque-Santa Fe 40.9 49.9
2. Salt Lake City 37.7 49.7
3. Dallas-Fort Worth      37.1 47.4
4. Greenville-Spartanville-Asheville 39.7 45.1
5. Sacramento-Stockton-Modesto      37.9 43.8
6. Memphis 35.8 41.6
8. Birmingham 37.3 40.9
9. Nashville 34.6 39.3
10. Los Angeles 32.3 39.2

* Wired cable and/or ADS

Source: TVB from Nielsen Media Research data

 

This chart is part of TVWeek.com’s Media Planner newsletter, a weekly source of breaking news, trend articles, profiles and data about media planning edited by Senior Editor Jon Lafayette.

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