I'm curious where you got your 3% number. Is that an actual number or did you make it up? If it's an actual number, is that theoretically who can receive, or realistically? Is it by number of people or land mass? While I agree the majority of people by far can receive an OTA signal, I don't believe 97% can.
For those of you looking forward to 5G, you might want to watch this video...
Also, even if you roll out transmitters to every (ok, maybe every other) telephone pole, what are you going to do when power goes out? Cell towers have generator backups.