TVB: ADS Penetration Continues to Grow

The number of TV households that view TV programs via alternative delivery systems, such as satellite TV, continues to grow, while wired cable remains at 18-year low.

According to a Television Bureau of Advertising analysis of Nielsen data for November 2008, ADS penetration reached 28.7 percent of TV households, an all-time high that is up from 28 percent a year ago. Direct broadcast satellite, the largest component of ADS, is at 28.4 percent, up from 27.6 percent in Nov. 2007.

In contrast, wired cable penetration remained constant at 61.3 percent, the lowest it has been since Feb. 1990.

There are 26 markets where a majority of consumers are getting their TV programming via ADS rather than wired cable. Another 63 markets have ADS penetration of 40 percent or more. Top 50 markets with the highest percentage of ADS TV households include Salt Lake City (41 percent), Albuquerque-Santa Fe (41.8 percent) and Dallas-Ft. Worth (38.7 percent).