From MediaWeek
By Katy Bachman
August 14, 2008

Cable penetration slipped to an 18-year low in July. According to a Television Bureau of Advertising analysis of Nielsen data released Wednesday (Aug. 13), wired cable penetration fell from 61.1 percent of TV households to 60.9 percent of households, the lowest it has been since February 1990.

Alternative delivery systems to wired cable, which includes direct broadcast satellite, rose from 27.5 percent to 28.4 percent, representing 32.1 percent of all subscription TV customers. Satellite TV is now at 28.2 percent of TV households, up from 27 percent a year ago.

“In 19 markets, a majority of those paying for video programming are now getting that programming via ADS rather than from a wired cable system. And 59 markets now have ADS penetration of 40 percent or more,” said Susan Cuccinello, senior vp of research for TVB.

Posted under Research, TV & Cable