TVB analysis

Cable Penetration Hits 21-Year Low

According to Nielsen NTI data, cable penetration represented 60.7% of households in November, down from 61.7% in November 2009, while national alternate delivery system penetration reached 30.5% of television households last month, an all-time high that represents 33.7% of subscription television customers (those paying for video delivery), another all-time high.
By
TVNewsCheck,

Wired-cable penetration of American TV households hit a 21-year low as more consumers opted to receive video programming via an alternate delivery system (ADS) than ever before, according to a TVB analysis of Nielsen Media Research data for November 2010.

According to Nielsen NTI data, national ADS penetration reached 30.5% of television households last month, an all-time high that is up from 29.3% in November 2009, and now represents 33.7% of subscription television customers (those paying for video delivery), another all-time high.

Story continues after the ad

Meanwhile, wired-cable penetration represented 60.7% of households in November 2010, down from 61.7% in November 2009. The only time it had been lower was in November 1989 when wired-cable penetration was at 59.7%.

“Advertisers who buy cable locally need to know that local wired cable systems’ ability to deliver commercials continues to erode," said Susan Cuccinello, SVP, research, TVB..  "In fact, in 34 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, and so local advertisers need to deduct the ADS percentage of the audience if they are included in the cable systems’ submissions,” she added.

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 advertisers will need to make ADS deductions manually for some time.

Below are the leading markets for ADS penetration in the top 50 DMAs, DMAs ranked 51-100, and DMAs 101 and higher, according to November 2010 Nielsen Media Research/NSI data:

Markets 1-50

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

44

Albuquerque-Santa Fe

83.6

39.4

44.6

47.2

53.3

36

Greenvll-Spart-Ashevll-And

93.2

47.0

46.6

50.4

50.0

31

Salt Lake City

82.8

42.9

40.1

51.9

48.5

40

Birmingham (Ann and Tusc)

93.6

49.2

45.1

52.6

48.2

50

Memphis

90.9

50.2

41.4

55.2

45.5

16

Denver

90.1

50.3

40.3

55.9

44.8

21

St. Louis

89.9

50.3

39.9

56.0

44.4

5

Dallas-Ft. Worth

84.3

48.4

36.7

57.4

43.5

20

Sacramnto-Stkton-Modesto

90.5

51.8

39.3

57.3

43.5

12

Phoenix (Prescott)

87.0

49.9

37.6

57.3

43.2

Markets 51-100

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

74

Springfield, MO

81.8

30.0

52.4

36.6

64.0

82

Shreveport

91.5

35.8

56.4

39.2

61.6

78

Paducah-Cape Girard-Harsbg

90.6

35.7

55.4

39.4

61.2

55

Fresno-Visalia

80.3

34.2

46.7

42.6

58.2

67

Roanoke-Lynchburg

89.8

39.2

50.9

43.6

56.7

90

Jackson, MS

91.3

40.3

51.5

44.2

56.4

56

Little Rock-Pine Bluff

91.6

42.6

49.6

46.5

54.1

75

Spokane

84.8

40.2

45.1

47.4

53.1

92

Colorado Springs-Pueblo

86.2

43.3

43.4

50.2

50.4

91

South Bend-Elkhart

80.0

41.6

38.9

52.0

48.7

Markets 101+

 

 

Television HH

Subscription TV HH

DMA Rank

DMA Name

% Wired Cable and/or ADS

% Wired Cable

% ADS

% Wired Cable

% ADS

112

Boise

70.8

24.1

46.9

34.1

66.3

133

Columbus-Tupelo-W Pnt-Hstn

89.8

32.1

58.5

35.8

65.2

185

Meridian

87.9

33.5

55.5

38.1

63.1

130

Chico-Redding

85.3

33.1

52.9

38.8

62.0

137

Columbia-Jefferson City

85.9

34.2

52.2

39.8

60.7

109

Tyler-Longview(Lfkn&Ncgd)

91.2

36.5

55.3

40.0

60.6

162

Idaho Fals-Pocatllo(Jcksn)

78.0

31.3

47.3

40.1

60.6

165

Abilene-Sweetwater

89.2

36.7

53.3

41.1

59.8

126

Yakima-Pasco-Rchlnd-Knnwck

85.3

36.0

49.9

42.3

58.5

193

Twin Falls

81.2

34.4

47.5

42.4

58.5

 For more information about ADS, including the penetration levels in each of the 210 DMAs, click here: http://www.tvb.org/planning_buying/4722/4729

Edit Article

Tags

Comments (6) -

Oldbroadcaster Nickname posted a year ago
Competition. costs to subscribers. the hundreds of "channels" we never use....cost the consumer.... We can only watch one cable channel at a time. We can DVR to watch later. I have had Time Warner Cable since about 1965. I could watch other area stations....not now. The basic and the premium....HDTV tiers are expensive....when you pay more for only three other channels which keep changing...often losing the ones you wanted. The ever changing line up ....is confusing. (Favorite, I, 2, and all listings as with Direct TV....which has a superior lineup....and easier user friendly .....search name, channel, program, movie...etc. Not found with Time Warner. The bundled, Road Runner (thought it was high speed....not offering a turbo speed?) Digital phone.... TV.... cost more than many can afford..... The search for a better provider at a lower cost....wake up.... They are out there.... Direct TV had a better means of search....and favorites....and had many additional channels for free. Time Warner does not offer screen resolution of HDTV 1080p.......for which many bought HDTV with that screen resolution...capability. The stations and the cable channels should be on the screen....the basic and the options....HDTV, etc.. listed on the same screen. In order ot select the HDTV or basic channels. No COLA.... gasoline is up three dollars a gallon... Pay for Cable or Satellite.....other entertainment goes first....for food and prescriptions...and other inflated costs... OTA is a better picture..quality. FREE. The Woodstock and free love era...programming....trash.... Some of us do not want to be paying for such that goes way beyond our morals and our faith and family values. It is as paying a news stand to provide the Penthouse and such......for them to make money to splash the dirty laundry ....only on our screens in our homse.... A select cable channel tier...only the few we want or watch....a lower fee.....for what we actually do view.... is the answer. Or the providers are going to see their subscribers continue to flee. Many people still do not know how to find the programs they want..... Have no idea how to program a VHS machine.. Keep it simple Stupid.
HopeUMakeit Nickname posted a year ago
The only reason I keep Comcast is because they provide a thousand middle class, benefit providing jobs in the Houston area. Those folks in turn buy my widgets,. Together we make a economy. Since Comcast absorbed all those old TCI monopolists, I don’t think they are remotely interested in what their subscribers actually want to pay for. They did not even have my block in their computer. The customer service woman talked to me like I did know where I lived.? great way to begen a romance....
Snap Nickname posted a year ago
I sent Comcast a letter asking them to please take me off their advertising mailing list because I would rather go without TV, internet, and phone service than buy it from them. Their marketing is dishonest, their prices are out of hand, their service stinks, and I hope everyone gets smart and dumps them. The sooner they die the sooner their people can start working at honest jobs.
cspotrun Nickname posted a year ago
The broadcast industry, under the leadership of TVB and/or NAB, should launch an aggressive campaign of acquisition, in the same way they attacked the analog to digital transition. Do you remember just a year and a half ago how many PSA's TV stations ran telling people to get their digital boxes? The market is ripe for unplugging cable/satellite. People are tired of a hundred or so useless channels. If broadcasters want to protect their spectrum from FCC incursions and want to demonstrate to cable companies, that nickle and dime them in retrans negotiations, they should use the power of their pulpit to tell people to go out, get some rabbit ears and get they best entertainment and news for free. Or else, as Gordon Smith says, we can, in the near future, watch the Superbowl on cable.
PhillyPhlash Nickname posted a year ago
Do broadcast executives even know that most of the great unwashed has no idea they can get network broadcast HDTV for free? Go whale-watching in Wal-Mart and ask some of them. As for Gordon Smith, I wonder if he gets it. The new TV campaign says nothing about free, universal access OTA, free HDTV, and a tradition of localism and public service. Is he a Trojan horse for the pay TV crowd? I hope he reads this and proves me wrong.
Regulus Nickname posted a year ago
I got rid of Cable for two reasons: 1. Too Many Commercials 2. Too Little Variety

Classifieds

The Market

Symbol Last Change (%)
Nasdaq 2874.04 -19.72 (-0.68%)
NYSE 7592.82 -42.99 (-0.56%)
S&P 500 1324.80 -5.86 (-0.44%)
Updated 05/17 12:45a ET Quotes delayed at least 20 mins.
Source: Financial Content

Ratings

Overnights, adults 18-49 for May 15, 2012
  • 1.
    3.2/9
  • 2.
    2.8/8
  • 3.
    2.5/7
  • 4.
    1.7/5
  • 5.
    1.6/5
  • 6.
    0.4/1
Source: Nielsen
Reviews
Opinions
Features
  • David Wiegand

    Fans of Sex and the City have finally gotten their wish: Their beloved sex-focused sitcom is back on the air ... sort of. The four women have become four men, of course, and the writing isn't as good. Oh, and the laugh track so annoying, it's offensive. And did I mention that the costumes would be considered fashionable if you were holding a yard sale? Men at Work on TBS is almost quaint, it's so old fashioned. If it had any meat on its bones, you'd be tempted to say it's the sadly ignoble epitome of TV's long-festering emasculated-men syndrome. But it's so much of a big, forgettable, innocuous shrug, it's not even worth any actual vitriol.

  • Mike Hale

    The USA Network's motto is "Characters Welcome." Apparently they're especially welcome if they resemble Oscar Madison and Felix Unger. Already stocked with Odd Couple knockoffs in Psych and White Collar, USA adds to its inventory Common Law, another comic crime-fighting show about mismatched partners. But this latest entry exhibits very little of that kind of spark as it tries to wring laughs from the juxtaposition of counseling and police work. It looks too flat and schematically plotted to succeed as the type of lightweight summer fun we’ve come to expect from USA.

  • Joanne Ostrow

    Johnny Carson: Fantastic entertainer, miserable human being. That's the lasting message of Johnny Carson: King of Late Night, the new PBS American Masters film, a rich history of a rare product of television who dominated the small screen for decades. Unprecedented access to personal archives plus all existing episodes of The Tonight Show (1962-92), distinguishes this film by Peter Jones. Telling interviews with family and colleagues, including second wife Joanne Carson, former Tonight Show executive producer Peter Lassally and a number of biographers sharpen the picture. The clips are carefully selected to illustrate specific personality traits, the performance highlights are given context and meaning beyond funny lines and memorable moments.

  • Hank Stuever

    AMC's The Pitch is a sharply-made if slightly off-putting reality series that follows different advertising agencies each week as they compete for new accounts. The inspiration for the show — made clear by its own ad campaign — is to harness some of the verve generated by the network's acclaimed Mad Men. The Pitch has a way of making the ad world seem like a real downer — a repugnant exercise in egotism laced with depressing bouts of creative compromise.

  • Tim Goodman

    HBO's Veep stars Julia Louis-Dreyfus as former Sen. Selina Meyer, who accepts the vice presidential duty and regrets it almost immediately: She has no real power and gets muscled by the Senate, Congress and the (so-far-unseen) president, who delegates all the truly crappy jobs to her. Louis-Dreyfus has found perhaps her best post-Seinfeld role and takes to it with such fervor — the constant swearing, the barely veiled desire to become president, the unhappy give-and-take with other politicians and a delightful disdain for average citizens — that you can't help but applaud what is clearly an Emmy-worthy effort. Her work alone makes Veep a gem, but there's even more to like.

This advertisement will close automatically in  second(s). You will see this ad no more than once a day. Skip ad