The Television Bureau of Advertising (TVB) continuing its crusade aimed at a rival medium, points out that wired cable penetration of U.S. households reached a 15-year low of 62.8% in July. That’s according to a TVB analysis of Nielsen Media Research data.
The TVB, which is supported by over-the-air TV stations, said the number has dropped because of the rising presence of so-called “alternative delivery systems” – principally satellite television – which now reach 23.3% of U.S. homes.
The top U.S. market for ADS penetration, according to Nielsen figures, is Albuquerque, N.M., where Comcast Spotlight sells local cable advertising. There, Nielsen estimates 37.5% of TV households subscribe to satellite TV or another multichannel delivery service other than wired cable.
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“Advertisers who buy cable locally need to know that local wired cable systems’ ability to deliver commercials continues to erode,” said TVB SVP, Research Susan Cuccinello in a prepared statement. Cable advertising advocates have pointed out that rising ratings for many ad-supported cable channels mean more viewers are tuning to shows via wired cable delivery, even as competitive distribution systems grow.
