TV Basics: Alternate Delivery Systems – Local
While national ADS penetration is currently at 30.3%, many markets have already reached, and passed, 40%. It’s important for local advertisers to know that ads inserted in local cable systems are not seen by viewers who get their programming from ADS.

Jul 2010   Percent of DMA TV Households*   Subscription TV
Households**
DMA
Rank		 DMA
Name		 %
Cable+ ADS		 %
Wired Cable		 %
ADS		   %
Wired Cable		 %
ADS
   
165            Abilene-Sweetwater 90.4   37.1   54.1   41.1   59.9  
145            Albany, GA 93.4   53.7   40.4   57.5   43.2  
57            Albany-Schenectady-Troy 92.7   74.7   18.4   80.6   19.8  
44            Albuquerque-Santa Fe 83.1   39.5   44.0   47.5   53.0  
179            Alexandria, LA 94.0   57.9   37.3   61.6   39.7  
208            Alpena 91.7   62.2   29.9   67.9   32.6  
131            Amarillo 89.3   41.7   48.3   46.7   54.1  
150            Anchorage 86.7   66.6   20.4   76.9   23.6  
8            Atlanta 93.5   55.9   38.2   59.8   40.8  
114            Augusta 91.1   59.9   31.7   65.7   34.8  
48            Austin 89.3   64.6   25.8   72.3   28.8  
125            Bakersfield 86.7   52.4   34.8   60.5   40.2  
27            Baltimore 94.7   75.1   20.3   79.3   21.4  
154            Bangor 84.4   40.5   44.2   48.0   52.4  
95            Baton Rouge 93.7   67.9   26.6   72.4   28.4  
141            Beaumont-Port Arthur 92.5   51.5   41.3   55.7   44.7  
189            Bend, OR 84.2   58.9   25.8   70.0   30.7  
169            Billings 86.0   51.9   34.6   60.3   40.3  
163            Biloxi-Gulfport 94.1   70.3   24.8   74.8   26.3  
157            Binghamton 93.2   71.2   22.7   76.5   24.3  
40            Birmingham (Ann and Tusc) 93.4   49.3   44.9   52.8   48.1  
156            Bluefield-Beckley-Oak Hill 95.5   66.4   30.3   69.6   31.7  
112            Boise 72.3   26.1   46.7   36.1   64.6  
7            Boston (Manchester) 98.8   86.3   13.2   87.4   13.4  
182            Bowling Green 90.6   67.6   23.4   74.6   25.9  
52            Buffalo 92.9   60.2   33.5   64.8   36.0  
94            Burlington-Plattsburgh 91.1   52.2   39.3   57.3   43.1  
190            Butte-Bozeman, MT 82.9   42.8   40.5   51.6   48.8  
196            Casper-Riverton 91.2   57.0   35.0   62.5   38.4  
88            Cedar Rapids-Wtrlo-IWC and Dub 87.2   55.6   32.0   63.8   36.7  
84            Champaign and Sprngfld-Decatur 91.5   56.4   35.7   61.7   39.0  
97            Charleston, SC 91.3   63.0   28.9   69.0   31.6  
63            Charleston-Huntington 93.8   52.6   41.9   56.1   44.7  
24            Charlotte 92.0   58.9   33.7   64.0   36.7  
183            Charlottesville 88.7   52.0   37.4   58.7   42.2  
86            Chattanooga 91.3   58.4   33.5   64.0   36.7  
197            Cheyenne, WY-Scottsbluff, 92.5   58.8   34.0   63.6   36.8  
3            Chicago 88.7   61.7   27.7   69.6   31.2  
130            Chico-Redding 86.5   33.7   53.4   39.0   61.7  
33            Cincinnati 86.4   60.1   26.5   69.6   30.7  
168            Clarksburg-Weston 95.6   51.1   45.1   53.5   47.2  
18            Cleveland-Akron (Canton) 93.4   70.6   23.1   75.5   24.8  
92            Colorado Springs-Pueblo 85.1   41.7   44.1   49.0   51.8  
79            Columbia, SC 89.0   49.8   39.9   56.0   44.8  
137            Columbia-Jefferson City 87.2   35.0   52.8   40.1   60.6  
128            Columbus, GA 92.3   66.3   26.6   71.8   28.8  
34            Columbus, OH 89.6   68.5   21.2   76.5   23.7  
133            Columbus-Tupelo-West Point 88.9   34.0   55.9   38.2   62.9  
129            Corpus Christi 91.2   60.8   31.0   66.7   34.0  
5            Dallas-Ft. Worth 84.6   47.8   37.4   56.5   44.2  
99            Davenport-R.Island-Moline 86.8   52.0   35.3   59.9   40.7  
65            Dayton 84.7   62.1   22.9   73.3   27.1  
16            Denver 90.6   52.0   39.2   57.4   43.3  
72            Des Moines-Ames 84.2   44.3   40.6   52.6   48.2  
11            Detroit 90.0   70.4   20.0   78.2   22.2  
172            Dothan 93.3   58.3   35.7   62.5   38.2  
139            Duluth-Superior 81.4   36.9   44.9   45.3   55.2  
98            El Paso (Las Cruces) 72.5   42.3   31.2   58.3   43.0  
176            Elmira (Corning) 94.9   67.9   27.4   71.6   28.9  
146            Erie 86.4   54.6   32.4   63.2   37.5  
119            Eugene 85.9   51.9   34.5   60.3   40.2  
195            Eureka 83.6   59.1   25.6   70.7   30.6  
102            Evansville 89.9   49.1   41.3   54.6   45.9  
202            Fairbanks 70.7   44.4   26.9   62.8   38.1  
121            Fargo-Valley City 88.5   54.7   34.3   61.9   38.8  
68            Flint-Saginaw-Bay City 89.1   59.6   30.0   66.8   33.7  
55            Fresno-Visalia 81.1   35.8   46.3   44.1   57.1  
64            Ft. Myers-Naples 94.8   63.4   33.0   66.9   34.8  
100            Ft. Smith-Fay-Sprngdl-Rgrs 91.0   52.4   39.1   57.5   43.0  
107            Ft. Wayne 81.6   45.4   36.5   55.7   44.7  
160            Gainesville 90.2   57.5   33.2   63.7   36.9  
210            Glendive 91.9   68.0   24.6   74.0   26.8  
184            Grand Junction-Montrose 87.6   54.6   33.5   62.3   38.3  
41            Grand Rapids-Kalmzoo-B.Crk 86.5   54.3   32.6   62.8   37.6  
192            Great Falls 89.8   44.3   46.0   49.4   51.2  
70            Green Bay-Appleton 82.4   50.1   32.7   60.7   39.7  
46            Greensboro-H.Point-W.Salem 90.9   60.9   30.6   67.0   33.6  
103            Greenville-N.Bern-Washngtn 90.7   53.6   37.8   59.1   41.7  
36            Greenvll-Spart-Ashevll-And 93.1   48.2   45.3   51.7   48.7  
187            Greenwood-Greenville 93.1   58.7   35.6   63.1   38.3  
87            Harlingen-Wslco-Brnsvl-McA 70.0   40.8   30.1   58.3   43.0  
39            Harrisburg-Lncstr-Leb-York 93.5   67.9   26.0   72.7   27.8  
178            Harrisonburg 92.0   56.1   36.3   61.0   39.5  
30            Hartford and New Haven 97.2   84.1   13.6   86.6   14.0  
167            Hattiesburg-Laurel 90.5   46.6   45.3   51.5   50.1  
206            Helena 82.8   52.8   30.2   63.8   36.5  
71            Honolulu 95.4   89.9   5.9   94.3   6.2  
10            Houston 83.2   56.3   27.7   67.6   33.3  
81            Huntsville-Decatur (Flor) 93.2   53.8   40.0   57.7   43.0  
162            Idaho Falls-Pocatello 80.1   35.1   45.6   43.7   56.9  
25            Indianapolis 86.7   59.9   27.7   69.1   31.9  
90            Jackson, MS 91.9   41.8   50.9   45.4   55.4  
173            Jackson, TN 91.3   55.2   36.6   60.4   40.1  
47            Jacksonville, Brunswick 92.1   58.5   34.3   63.6   37.2  
101            Johnstown-Altoona 96.3   58.4   38.5   60.6   40.0  
181            Jonesboro 91.5   60.4   31.9   66.1   34.9  
147            Joplin-Pittsburg 83.5   37.1   46.9   44.4   56.1  
207            Juneau, AK 88.9   68.7   20.5   77.3   23.1  
32            Kansas City 86.8   63.7   23.5   73.4   27.0  
59            Knoxville 92.6   58.6   34.8   63.3   37.6  
127            La Crosse-Eau Claire 87.7   53.3   34.9   60.7   39.8  
191            Lafayette, IN 91.5   65.1   26.9   71.2   29.5  
123            Lafayette, LA 91.6   57.3   34.9   62.5   38.1  
175            Lake Charles 92.0   64.6   28.6   70.3   31.1  
115            Lansing 88.4   54.2   34.6   61.3   39.1  
188            Laredo 80.7   55.5   26.2   68.8   32.5  
42            Las Vegas 91.2   65.5   26.4   71.8   29.0  
62            Lexington 91.6   48.0   44.2   52.4   48.3  
186            Lima 92.9   70.9   22.5   76.3   24.2  
105            Lincoln and Hstngs-Krny Plus 89.2   52.4   37.2   58.8   41.8  
56            Little Rock-Pine Bluff 91.4   41.6   50.6   45.5   55.4  
2            Los Angeles 87.2   53.8   34.5   61.7   39.5  
49            Louisville 90.4   63.0   27.8   69.7   30.8  
143            Lubbock 83.2   42.6   41.2   51.3   49.5  
122            Macon 93.1   47.7   46.0   51.2   49.4  
85            Madison 82.5   48.8   34.0   59.2   41.2  
199            Mankato 89.8   68.4   21.7   76.2   24.1  
180            Marquette 94.1   68.4   26.5   72.7   28.1  
140            Medford-Klamath Falls 90.2   43.7   47.0   48.5   52.1  
50            Memphis 90.1   49.2   41.8   54.6   46.4  
185            Meridian 89.5   34.3   56.8   38.3   63.4  
17            Miami-Ft. Lauderdale 94.2   67.9   28.7   72.1   30.4  
35            Milwaukee 77.1   61.0   16.5   79.1   21.4  
15            Minneapolis-St. Paul 82.4   56.4   26.4   68.4   32.0  
158            Minot-Bismarck-Dickinson 90.7   59.7   31.6   65.8   34.9  
166            Missoula 82.7   35.4   47.5   42.9   57.4  
60            Mobile-Pensacola (Ft Walt) 92.1   52.9   39.9   57.5   43.4  
138            Monroe-El Dorado 91.6   46.5   46.0   50.8   50.3  
124            Monterey-Salinas 91.0   53.8   38.1   59.1   41.9  
118            Montgomery-Selma 92.9   60.6   33.0   65.2   35.5  
104            Myrtle Beach-Florence 91.6   64.7   27.8   70.6   30.3  
29            Nashville 92.1   55.6   37.6   60.4   40.8  
51            New Orleans 92.7   62.8   31.6   67.7   34.1  
1            New York 96.7   85.0   13.1   87.9   13.5  
43            Norfolk-Portsmth-Newpt Nws 93.8   71.5   23.3   76.2   24.8  
209            North Platte 90.4   60.3   31.5   66.8   34.9  
155            Odessa-Midland 94.7   64.8   30.8   68.4   32.5  
45            Oklahoma City 83.6   53.6   30.5   64.1   36.4  
76            Omaha 90.5   69.2   21.6   76.5   23.9  
19            Orlando-Daytona Bch-Melbrn 94.4   70.0   25.5   74.1   27.0  
200            Ottumwa-Kirksville 86.5   48.3   38.6   55.9   44.7  
78            Paducah-Cape Girard-Harsbg 91.1   36.4   55.1   40.0   60.5  
142            Palm Springs 96.0   73.7   23.3   76.8   24.3  
151            Panama City 90.0   62.8   28.1   69.8   31.3  
194            Parkersburg 94.1   71.9   22.7   76.4   24.1  
116            Peoria-Bloomington 89.8   59.9   30.7   66.7   34.2  
4            Philadelphia 95.6   80.3   16.9   84.0   17.7  
12            Phoenix (Prescott), AZ 86.5   50.5   36.4   58.4   42.1  
23            Pittsburgh 94.7   72.7   22.6   76.8   23.9  
22            Portland, OR 86.5   57.7   29.1   66.6   33.6  
77            Portland-Auburn 90.5   66.0   24.9   72.9   27.5  
205            Presque Isle 92.2   56.1   36.9   60.9   40.0  
53            Providence-New Bedford 93.7   84.1   10.1   89.8   10.8  
171            Quincy-Hannibal-Keokuk 87.6   41.3   46.7   47.2   53.3  
26            Raleigh-Durham (Fayetvlle) 89.6   57.6   32.9   64.2   36.7  
174            Rapid City 90.8   59.9   31.4   66.0   34.6  
108            Reno 90.8   47.6   44.0   52.4   48.4  
58            Richmond-Petersburg 92.5   57.8   35.2   62.5   38.0  
67            Roanoke-Lynchburg 91.0   39.0   52.4   42.8   57.6  
80            Rochester, NY 87.9   70.5   17.9   80.2   20.4  
153            Rochestr-Mason City-Austin 88.2   57.8   30.9   65.5   35.0  
134            Rockford 89.2   58.9   30.8   66.1   34.5  
20            Sacramnto-Stktn-Modesto 90.1   51.9   39.0   57.6   43.2  
144            Salisbury 93.1   73.1   20.6   78.4   22.1  
31            Salt Lake City 83.8   43.2   41.1   51.6   49.1  
198            San Angelo 96.4   54.7   43.2   56.8   44.8  
37            San Antonio 88.2   60.0   28.4   68.0   32.2  
28            San Diego 94.1   82.2   12.6   87.4   13.4  
6            San Francisco-Oak-San Jose 93.2   67.1   26.6   72.0   28.6  
120            SantaBarbra-SanMar-SanLuOb 92.5   57.4   35.6   62.1   38.5  
96            Savannah 95.3   56.7   39.6   59.5   41.6  
13            Seattle-Tacoma 93.0   72.9   20.5   78.4   22.0  
161            Sherman, TX-Ada, OK 88.2   38.2   50.8   43.3   57.6  
82            Shreveport 91.5   33.3   59.1   36.3   64.7  
148            Sioux City 85.7   52.1   33.9   60.8   39.5  
113            Sioux Falls(Mitchell) 91.1   63.3   28.2   69.5   30.9  
91            South Bend-Elkhart 81.5   41.9   40.1   51.4   49.2  
75            Spokane 86.1   41.0   45.6   47.7   53.0  
74            Springfield, MO 82.1   29.3   53.3   35.7   64.9  
111            Springfield-Holyoke 95.4   81.6   14.3   85.6   15.0  
201            St. Joseph 88.5   59.7   29.3   67.5   33.1  
21            St. Louis 89.3   49.7   40.0   55.6   44.8  
83            Syracuse 91.1   74.4   17.1   81.6   18.7  
106            Tallahassee-Thomasville 93.7   54.0   40.5   57.6   43.2  
14            Tampa-St. Pete (Sarasota) 94.0   78.6   16.4   83.6   17.4  
152            Terre Haute 89.1   39.8   50.0   44.7   56.1  
73            Toledo 87.6   61.6   26.4   70.3   30.2  
136            Topeka 89.9   58.7   31.7   65.3   35.2  
117            Traverse City-Cadillac 88.4   45.7   43.1   51.7   48.8  
93            Tri-Cities, TN-VA 93.8   57.6   36.8   61.4   39.3  
66            Tucson (Sierra Vista) 85.7   48.0   38.4   55.9   44.7  
61            Tulsa 88.8   52.0   37.0   58.6   41.7  
193            Twin Falls 81.9   36.3   46.1   44.3   56.3  
109            Tyler-Longview(Lfkn and Ncgd) 92.8   37.6   56.1   40.5   60.5  
170            Utica 93.3   73.6   20.3   78.9   21.8  
204            Victoria 90.1   61.2   30.0   67.9   33.3  
89            Waco-Temple-Bryan 91.1   53.1   38.4   58.4   42.2  
9            Washington, DC (Hagrstwn) 93.3   68.3   26.0   73.2   27.8  
177            Watertown 92.5   69.9   23.4   75.6   25.3  
135            Wausau-Rhinelander 85.9   45.7   40.6   53.2   47.3  
38            West Palm Beach-Ft. Pierce 96.4   70.5   27.8   73.1   28.8  
159            Wheeling-Steubenville 93.5   69.3   25.6   74.1   27.3  
149            Wichita Falls and Lawton 91.9   42.6   50.0   46.3   54.4  
69            Wichita-Hutchinson Plus 89.5   62.2   27.6   69.5   30.8  
54            Wilkes Barre-Scranton 94.4   59.9   35.2   63.4   37.2  
132            Wilmington 94.1   65.5   29.1   69.6   30.9  
126            Yakima-Pasco-Rchlnd-Knnwck 87.8   38.4   50.3   43.7   57.3  
110            Youngstown 89.5   65.7   24.2   73.4   27.0  
164            Yuma-El Centro 82.6   39.7   43.8   48.1   53.1  
203            Zanesville 94.5   69.8   25.4   73.8   26.9  

Source: The Nielsen Company, NSI, Jul 2010

Alternate Delivery Systems (ADS) refers to reception of TV programming via satellite (DBS or Large Dish), or from satellite master antenna systems (SMATV), or from multipoint distribution systems (MDS).

* TV Households with wired cable as well as ADS are included in both the Wired Cable and ADS columns. This causes the sum of Wired Cable and ADS to be a larger number than the number in the Cable and/or ADS column.

** Subscription TV Households are those paying for video delivery. The percentages add up to more than 100% because households with both wired cable and ADS are included in both columns.


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