Nielsen: 7 Million Homes Unprepared For DTV Transition
The least prepared markets are Albuquerque-Santa Fe, Tulsa, Houston and Dallas Fort Worth
By John Eggerton -- Broadcasting & Cable, 12/19/2008 9:16:00 AM
As of this month, 6.8% of (or about 7 million) U.S. households are completely unready for the DTV switch, meaning they have only over-the-air analog service and have yet to do anything about it.
That is according to Nielsen's latest tracking of DTV-readiness. But that percentage is down from the 7.4% who weren't ready in November.
They will need to be ready by Feb. 17, 2009, when the analog signal is being shut off (except possibly for a brief period for DTV info and emergency info only). Some markets/stations are making the switch sooner, including all of Hawaii Jan. 15.
By completely unready, Nielsen means that none of the TV sets in the house are digital, or have a DTV-to-analog converter box, or are hooked up to cable or satellite.
The number of households that are "partially unready," meaning they have at least one unconnected, non-DTV set, is 10%, down a hair from November's 10.3%.
The least prepared markets are Albuquerque-Santa Fe at 13% unready, followed by Tulsa at 12.65%, Houston at 12.41%, and Dallas-Fort Worth at 11.71%.
That is not surprising since those are all markets with large Hispanic populations. According to Nielsen, that group continues to trail the general population in DTV readiness, with 11.5% of homes with Hispanic heads of household still unready.
Nielsen is basing those numbers on its National People Meter and local metered market samples, or something over 30,000 total.
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WILL ADVERTISERS DEMAND 6% MAKEGOODS? In a rotten economy, that spells a revenue drop. Can the industry afford this? Or does it make more sense to delay the analog shut-off until these 7 million get their coupons, re-aim their antennas (not easy in the dead of winter), and figure out whether they need an antenna upgrade to maintain their level of TV service? More reasons to keep up analog for at least another year -- preferably, until Aug. 31, 2011, the Canadian target date: nowpublic.com/world/u-s-tvs-digital-deadline-obama-eras-first-consumer-crisis
Vic Livingston, columnist, members.NowPublic.com/scrivener - 12/19/2008 11:46:00 PM EST -
the mantra for years was 20/80--put forth 20% effort to produce 80% results, and all was good.
This reality alters that model.
Trying to reach a narrowly focused 6% effectively.
(Damn the devil in the details!)
Pete - 12/19/2008 3:23:00 PM EST
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