Digital Transition Could Bring Significant Audience Loss, Nielsen Says

The pace of homes getting ready for the digital TV changeover is quickening, but with the Feb. 17 transition date approaching, the potential is growing for a significant loss of TV audience for advertisers. There is still the possibility that the switchover date will be postponed, probably to June 12. Nielsen today reported that 6.5 million households—5.7% of the nation—are still totally unready, but that the numbers are higher in some locations and in some demographics. Nielsen said 9.9% of African-American households and 9.7% of Hispanic households are totally unready. Nielsen defines as totally unready households without digital TV sets or converter boxes that aren't hooked up to cable or satellite. Nielsen's numbers suggest a number of big markets—among them Los Angeles, Phoenix and Houston—could temporarily lose more than 10% of Hispanic or African-American households with the digital changeover.