TVB: Cable Penetration Down, Satellite Delivery Up
Feeding the theory of cable-cutting, a new study notes that cable system video services continue to drop among U.S. TV homes.
A new survey by the TVB, the TV marketing group, coupled with analysis from Nielsen Media Research, says U.S. TV consumer homes were down to a 60.7% penetration rate in November 2010 versus a 61.7% number in November 2009. It notes that this was the lowest number since November 1989, when cable system household penetration was at 59.7%.
The survey also says that alternative delivery video systems -- satellite and telco -- achieved another record, now at 30.5% of U.S. TV households in November. That is up 29.3% versus November 2009.
"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," stated Susan Cuccinello, senior vice president of TVB research.
Albuquerque-Santa Fe has one of the highest penetrations of non-cable services for a top 50 market, with a 44.6% share going to alternative systems and 39.4% going to cable.
Pushing for its TV station members versus local cable systems, the TVB frames the issue around advertising: "Advertisers that buy cable locally need to know that local wired cable systems' ability to deliver commercials continues to erode."
0 comments on "TVB: Cable Penetration Down, Satellite Delivery Up".
Leave a Comment
Recent MediaDailyNews Articles
-
Fox May Stream Super Bowl On Authenticated Basis June 19, 9:04 p.m.
The past two Super Bowls have been streamed free online, but Fox may offer a type ... -
Univision, 'Variety' Team For Original Content June 19, 5:43 p.m.
Reflecting the growing size and importance of the U.S. Hispanic market, TV broadcasters have been moving ... -
UK Ad Spend Forecast To Hit $20B June 19, 5:40 p.m.
The pace of ad spending in the UK is picking up. Measured media expenditures in the ... -
3 Innovation Lions Awarded, Barbarian Grabs Grand Prix June 19, 1:33 p.m.
The Barbarian Group has won the Lions Grand Prix Award for Innovation, a new award category ... -
Cable Upfront Begins, Final Take Projected At $9.8B June 19, 12:07 p.m.
Following most of the broadcast upfront deal-making, many cable networks have been inking and completing upfront ... -
Shazam Launches Service To Measure TV Campaigns June 19, 10:49 a.m.
On the heels of other social media apps looking to help out TV brand advertisers with ... -
GM Returns To Oscars, Drives 5-Year Deal June 19, 10:16 a.m.
General Motors and the Oscars telecast are back in business.The Detroit carmaker said Wednesday that it ... -
Cannes King: Omnicom Earns Most Medals, Media Agency Of Year June 19, 9:34 a.m.
Omnicom’s OMD Worldwide was the most medaled media network at the Cannes ad festival this year, ... -
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ...
Don't like Cable? I have Bad news for you, Satellite isn't any better!
So, doing the math, cable + satellite + telco penetration is up .2 percent--not much, but hardly the "rampant cord cutting" we've been hearing about.
I would have to say the difference in Cable vs SatTV is the better quality HD (comcastHD) I get from DirecTV, though I am probably paying about $20.00 mo for all channel access with HD.
Maybe the FoiS option from Verizon will appear at my door and I can try a fiber solution.