Cable Penetration Hits 21-Year Low
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.
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

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