In Advanced Television Systems Committee (ATSC) terrestrial digital television (DTV) systems, additional very low-rate data can be transmitted by modulating the amplitude and polarity of the transmitter identification (TxID) signal. Although the additional data transmission scheme offers reliable transmission and has a very large coverage area, it has a limitation on the data rate. In this paper, we propose a novel additional data transmission scheme based on the TxID sequences of the ATSC DTV system and Walsh modulation. The proposed scheme not only increases the data rate significantly, but also offers a virtually identical coverage area compared to a conventional scheme.