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."

3 comments about "TVB: Cable Penetration Down, Satellite Delivery Up".
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  1. William Hughes from Arnold Aerospace, December 17, 2010 at 9:54 a.m.

    Don't like Cable? I have Bad news for you, Satellite isn't any better!

  2. David Scardino from TV & Film Content Development, December 17, 2010 at 1:22 p.m.

    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.

  3. David Thurman from Aussie Rescue of Illinois, December 20, 2010 at 9:12 a.m.

    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.

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