TVB: Subs Leaving Cable

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More American households are receiving subscription-TV programming via an alternate delivery system, according to an analysis of Nielsen Media Research data for November 2005 by the Television Bureau of Advertising.

The TVB said MSOs lost 1.4 million subscribers and wired cable's penetration percentage hit a 13-year low.

The advertising trade group added that national ADS penetration reached 20.8% in November, up from 19.2% in November 2004, while over the same period, wired-cable penetration fell from 66.4% to 64.8%. The last time wired cable was any lower was in February 1992, the TVB said.

Direct-broadcast satellite, the largest component of ADS, is now estimated at 20.2%, up from 18.9% in November 2004, the trade group said.

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