Non-Cable TV Distributors Erode TV Market Share

by Wayne Friedman, Dec 17, 2009, 5:32 PM

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Non-cable TV distributors -- satellite and IPTV -- continue to eat into the market share of cable systems.

The Television Bureau of Advertising, through data obtained by Nielsen Media Research, says "alternative delivery systems" now hold just under a 30% market share among all TV homes -- at 29.3%, its highest levels ever.

This figure is up from the 28.7% number of November 2008. The TVB says ADS are now in 32.5% of all TV homes that pay monthly fees to receive TV and cable programming packages. Satellite distribution continues to comprise the lion's share of all ADS. Satellite distribution is 29% in all TV homes, up from 28.4% a year ago.

Many big ADS markets continue to be in the Southwest and West regions, with Albuquerque-Santa Fe taking the top spot among ADS distributors: a 52.4% share of all subscription-based TV distributors. Salt Lake City is No. 2 at 47.2%; Greenville, South Carolina is at 46.4%.

Many medium-sized and smaller markets are well over 50% in market share for ADS. In markets size 50 through 100, Shreveport, La. comes in first place at 62.6%, with Springfield, Missouri at 60.8%.

Why is knowing ADS shares important? The TVB -- the TV station advertising group that competes with the cable industry's ad efforts -- says local TV advertisers may not be getting all coverage from its local cable buys.

Says Susan Cuccinello, senior vice president of research for the TVB: "Local cable commercials are not seen in ADS homes, so local advertisers need to deduct the ADS percentage of the audience if they are included in the cable systems' submissions."

Top 10 in Markets 1-50
	DMA Name	ADS as % TV HH	ADS as % Subscription TV HH*
1	Albuquerque-Santa Fe	42.7	52.0
2	Salt Lake City	39.2	47.2
3	Greenvll-Spart-Ashevll-And	42.4	46.4
4	Birmingham (Ann and Tusc)	42.2	45.9
5	Memphis	39.9	44.7
6	Dallas-Ft. Worth	37.0	44.4
7	St. Louis	38.9	44.1
8	Sacramento-Stkton-Modesto	38.1	42.3
9	Los Angeles	35.1	40.7
10	Denver	36.5	40.4
* Wired cable, telco, or ADS systems such as satellite.
Top 10 in Markets 51-100
	DMA Name	ADS as % TV HH	ADS as % Subscription TV HH*
1	Shreveport	57.2	62.6
2	Springfield, MO	49.5	60.8
3	Paducah-Cape Girard-Harsbg	50.7	56.3
4	Fresno-Visalia	45.0	55.9
5	Roanoke-Lynchburg	49.4	54.5
6	Little Rock-Pine Bluff	48.6	53.8
7	Jackson, MS	48.3	52.8
8	Colorado Springs-Pueblo	43.9	51.4
9	Spokane	44.2	50.8
10	South Bend-Elkhart	39.1	47.9
* Wired cable, telco, or ADS systems such as satellite.
Top 10 in Markets 100+
	DMA Name	ADS as % TV HH	ADS as % Subscription TV HH*
1	Columbus-Tupelo-W Pnt-Hstn	53.1	60.3
2	Columbia-Jefferson City	51.4	59.9
3	Chico-Redding	51.8	59.6
4	Boise	44.3	59.4
5	Meridian	52.3	58.1
6	Tyler-Longview(Lfkn&Ncgd)	53.6	58.0
7	Missoula	47.0	57.2
8	Idaho Fals-Pocatllo(Jcksn)	45.1	56.3
9	Sherman-Ada	50.0	56.3
10	Abilene-Sweetwater	49.0	54.9
* Wired cable, telco, or ADS systems such as satellite.
	Source: TVB and Nielsen

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