Stateside Satellite TV Closes Gap on Cable

09 April 2004

The penetration of wired cable-TV in the US has hit a nine-year low as satellite grows in popularity.

According to a study by the Television Bureau of Advertising (based on figures from Nielsen Media Research), 67.5% of TV households received programming via a wired cable connection in February, down from 68.6% twelve months earlier.

The proportion receiving non-broadcast programming via so-called 'alternative delivery systems' rose from 16.7% to 18.8% over the same period. Direct broadcast satellite, the largest component of the ADS sector, rose from 15.6% to 17.8%.

"Advertisers who buy cable locally need to know that local wired cable systems' ability to deliver commercials continues to erode," declared TVB's Susan Cuccinello, TVB's senior vp of research. "Local cable commercials are not seen in ADS homes."

Data sourced from: Television Bureau of Advertising; additional content by WARC staff