• by Wayne Friedman , March 14, 2008

Non-cable TV distribution systems continue to grow. The Television Bureau of Advertising (TVB) now says they reach 27.8% of all TV households as of February 2008, up from 25.8% in February 2007.

Direct Broadcast Satellite represents virtually all the "alternative delivery systems," as the TVB calls them. IPTV-like systems, sold by phone companies, represent the rest. ADS customers represent 31.4% of all customers who pay for video delivery of television.

At the same time, growth was essentially flat among cable systems--moving up just 0.3% to 61.6%.

More interestingly, there are now 17 markets that have a higher penetration of satellite viewers than cable viewers. They include: Albuquerque-Santa Fe, NM; Springfield, MO; Shreveport; Paducah-Cape Girard Harsburg; Fresno-Visalia; Columbus-Tupelo-West Point; Idaho Falls-Pocatello; Missoula; Meridian; Boise; Columbia-Jefferson City; Chico-Redding; Abilene-Sweetwater; Tyler-Longview; and Joplin-Pittsburg. Mo.

The TVB, which represents stations' interests in local advertising, said in a statement: "Advertisers that buy cable locally need to know that local wired cable systems' ability to deliver commercials continues to erode."