National ADS (alternative deliverysystem) penetration is at an all-time high in television households and in homes that pay for cable, satellite or telco delivery; wired-cable penetration remains at its lowest in 15 years.
ADS Penetration Hits New High Of 30.6%
More American TV households are receiving video programming via an alternate delivery system (ADS) than ever before, according to a TVB analysis of Nielsen Media Research data for February 2011.
According to Nielsen NTI data, national ADS penetration reached 30.6% of television households last month, an all-time high that is up from 29.8% in February 2010, and now represents 33.8% of subscription television customers (those paying for video delivery), another all-time high.
“Advertisers who buy cable locally need to know that local wired cable systems’ ability to deliver commercials continues to erode,” said Steve Lanzano, TVB President. “In fact, in quite a few markets, a majority of those paying for video programming are now getting that programming via ADS rather than from a wired-cable system.
“Local cable commercials are not seen in ADS homes,” Lanzano added, “and so local advertisers need to deduct the ADS percentage of the audience if they are included in the cable systems’ submissions.”
In November 2003 Nielsen Media Research began making available hard-wired local cable numbers and excluding ADS homes via its Total Viewing Sources DVD. But some third-party processors are still adjusting their software products to use the DVD and the printed Nielsen books do not break out the numbers separately, so some advertisers still need to make ADS deductions manually.
The ADS penetration figures for all 210 individual DMAs can be found on the TVB website here.
BRAND CONNECTIONS
Below are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to February 2011 Nielsen Media Research/NSI data:
Markets 1-50
|
|
|
Television HH |
||
|
DMA Rank |
DMA Name |
% Wired Cable and/or ADS |
% Wired Cable |
% ADS |
|
36 |
Greenvll-Spart-Ashevll-And |
92.8 |
46.0 |
47.2 |
|
40 |
Birmingham (Ann and Tusc) |
93.4 |
48.7 |
45.3 |
|
44 |
Albuquerque-Santa Fe |
83.3 |
38.9 |
44.8 |
|
50 |
Memphis |
90.8 |
50.0 |
41.3 |
|
16 |
Denver |
89.6 |
48.9 |
41.1 |
|
31 |
Salt Lake City |
82.5 |
42.7 |
40.0 |
|
21 |
St. Louis |
89.9 |
50.5 |
39.7 |
|
20 |
Sacramnto-Stkton-Modesto |
90.9 |
52.2 |
39.6 |
|
12 |
Phoenix (Prescott) |
86.5 |
48.2 |
38.8 |
|
8 |
Atlanta |
93.9 |
55.7 |
38.7 |
Markets 51-100
|
|
|
Television HH |
||
|
DMA Rank |
DMA Name |
% Wired Cable and/or ADS |
% Wired Cable |
% ADS |
|
78 |
Paducah-Cape Girard-Harsbg |
91.2 |
36.6 |
55.2 |
|
82 |
Shreveport |
91.7 |
37.3 |
55.2 |
|
74 |
Springfield, MO |
81.9 |
30.8 |
51.7 |
|
90 |
Jackson, MS |
91.6 |
40.7 |
51.5 |
|
67 |
Roanoke-Lynchburg |
90.1 |
40.6 |
49.8 |
|
56 |
Little Rock-Pine Bluff |
91.6 |
43.3 |
48.7 |
|
55 |
Fresno-Visalia |
80.4 |
34.7 |
46.4 |
|
75 |
Spokane |
85.2 |
40.5 |
45.0 |
|
92 |
Colorado Springs-Pueblo |
86.5 |
43.6 |
43.5 |
|
62 |
Lexington |
91.6 |
49.0 |
42.8 |
Markets 101+
|
|
|
Television HH |
||
|
DMA Rank |
DMA Name |
% Wired Cable and/or ADS |
% Wired Cable |
% ADS |
|
133 |
Columbus-Tupelo-W Pnt-Hstn |
90.0 |
31.6 |
59.3 |
|
185 |
Meridian |
87.1 |
34.6 |
53.7 |
|
109 |
Tyler-Longview(Lfkn&Ncgd) |
91.3 |
38.0 |
53.7 |
|
130 |
Chico-Redding |
85.4 |
32.3 |
53.6 |
|
137 |
Columbia-Jefferson City |
85.6 |
33.4 |
52.5 |
|
165 |
Abilene-Sweetwater |
89.2 |
38.2 |
51.8 |
|
152 |
Terre Haute |
88.6 |
38.8 |
50.6 |
|
149 |
Wichita Falls & Lawton |
90.7 |
42.5 |
48.8 |
|
126 |
Yakima-Pasco-Rchlnd-Knnwck |
85.4 |
37.6 |
48.3 |
|
140 |
Medford-Klamath Falls |
87.6 |
39.9 |
48.1 |
Comments (2)
kendra campbell says:
March 9, 2011 at 1:59 pm
Subscribers have hit a brick wall on cable and satellite prices. Retrans. has added several dollars a month, and folks have had enough of this nonsense. If cable/satellite refuse to offer a la carte pricing this trend will continue.
Manuel Morales says:
March 9, 2011 at 4:49 pm
Retrans has added several dollars a month and the folks have had enough? What year is this 2017? Most cable guys are probably paying about $1 per month to the local broadcasters and their subs have no clue what retrans is.