TV ad bureau: local cable penetration falling

A television advertising trade group is advising its members to look carefully before putting their ads on local cable TV. According to the Television Bureau of Advertising (TVB) almost one-third (32.9 percent) of local viewers watch TV via non-cable services including satellite, telco and "other means," which one must assume means over-the-air.

TVB says that non-cable viewership has had a slow climb. In February 2009 it estimated that all but 29.8 percent of viewers were watching TV on cable. The biggest non-cable viewership is in the West where Albuquerque-Santa Fe tops every market with 43.2 percent non-cable viewers. Ironically Denver, once considered the capital of cable, is also above the national average with 37.3 percent of non-cable viewers.

TVB Senior Vice President of Research Susan Cuccinello said the organization's goal is to warn advertisers that "local wired cable systems' ability to deliver commercials continues to erode."

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