January 25, 2023
TVB To Advertisers: Non-Cable TV Thriving
- by Wayne Friedman , May 31, 2007
The Television Bureau of Advertising says that as of this May, 30.2 million households are getting TV signals via "alternate delivery system" (ADS). According to Nielsen NTI data, that is 27.1% of all U.S. TV--up from 22.6% in May 2006.
Non-cable TV distribution rose from 24.2 million households in May 2006 to 30.2 million in May 2007. The biggest part of the ADS group is direct broadcast satellite (DBS) delivery, which has grown to 26.5% of all households from 22.0% in May 2006.
At the same time, the cable industry has been losing ground. National cable penetration dropped to 61.2% from 63.4%--the lowest since February 1990. Wired cable subscribers dropped to 68.2 million in May, from 69.9 million a year earlier.
The data from TVB, which represents TV stations, is intended to show to TV advertisers how local cable systems have been losing strength.
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"Advertisers that buy cable locally need to know that local wired cable systems' ability to deliver commercials continues to erode," said Susan Cuccinello, TVB senior vice president, research, in a press release. "56 markets now have ADS penetration of 40% or more."
But the overall health of the cable business continues--especially in selling consumers its triple play of video, telephone and Internet services.
Below is a list of the top-performing markets, as it relates to alternative delivery systems of TV programming:
Top 10 in Markets 1-50 | |||
DMA | ADS as a % |
| |
1 | Salt Lake City | 36.9 | 49.5 |
2 | Albuquerque-Santa Fe | 39.6 | 48.7 |
3 | Dallas-Ft. Worth | 35.4 | 45.5 |
4 | Greenvll-Spart-Ashevll-An | 38.8 | 44.5 |
5 | Sacramnto-Stkton-Modesto | 35.8 | 42.6 |
6 | St. Louis | 32.3 | 40.5 |
7 | Memphis | 34.2 | 40.3 |
8 | Birmingham (Ann, Tusc) | 36.3 | 40.0 |
9 | Nashville | 34.0 | 39.2 |
10 | Los Angeles | 30.4 | 37.3 |
* Wired cable and/or ADS | |||
Top 10 in Markets 51-100 | |||
DMA | ADS as a % |
| |
1 | Springfield, MO | 46.3 | 60.2 |
2 | Shreveport | 47.1 | 53.9 |
3 | Paducah-Cape Girard-Harsb | 42.6 | 50.0 |
4 | Jackson, MS | 43.5 | 49.0 |
5 | Little Rock-Pine Bluff | 41.8 | 48.5 |
6 | Spokane | 38.4 | 46.8 |
7 | Fresno-Visalia | 34.9 | 46.4 |
8 | Roanoke-Lynchburg | 39.7 | 45.9 |
9 | South Bend-Elkhart | 32.5 | 42.8 |
10 | Burlington-Plattsburgh | 36.7 | 42.1 |
* Wired cable and/or ADS | |||
Top 10 in Markets 100+ | |||
DMA | ADS as a % |
| |
1 | Missoula | 46.0 | 58.5 |
2 | Idaho Falls-Pocatello | 45.7 | 57.8 |
3 | Columbus-Tupelo-West Poin | 48.8 | 55.9 |
4 | Meridian | 48.0 | 55.8 |
5 | Chico-Redding | 43.6 | 54.1 |
6 | Abilene-Sweetwater | 46.3 | 53.5 |
7 | Twin Falls | 44.1 | 53.3 |
8 | Tyler-Longview(Lfkn&Ncgd) | 45.2 | 52.0 |
9 | Columbia-JeffersonCity | 41.6 | 50.9 |
10 | Boise | 34.5 | 50.5 |
* Wired cable and/or ADS | |||
Source: Television Bureau of Advertising
