With four months to go, more than nine million households are not ready for the upcoming transition to all-digital broadcasting and would be unable to receive any television programming if the switch occurred today, according to The Nielsen Company.
Another 12.6 million households have at least one television set that will no longer work when the digital transition occurs, meaning that nearly one in five U.S. households are either partially or completely unready for the transition, according to new research from the audience analysis and measurement firm.
That’s bad news for broadcasters and advertisers who would see their viewing audience diminish substantially. But, it also represents a big opportunity for all types of operators looking to build their digital TV customer base.
Under government-mandated action, all television stations are required to switch to digital programming by Feb. 17, 2009, which will leave viewers without a television signal unless they purchase digital TV sets, connect to cable, satellite, and alternate delivery systems or purchase a converter box.
Nielsen reported that the number of fully unprepared homes decreased 1.4 percent from May 1 to Sept. 1, leaving 8.4 percent of all U.S. households still completely unready.
Households headed by less educated, lower income and blue collar workers are least prepared for the transition. Consistent with trends in previous reports, older, white households are better prepared.
