A lot depends on what kind of receivers will be used... and how the customer wants to use them.
ViP receivers only need one coax run to each receiver just to run the receiver, as long as new DPP technology is used so that the DPP separator can be used for dual tuner receivers.
BUT... if you wanted to use the modulated RF output to drive an SDTV in another room, you would need another run of coax to each room OR you could use the single run IF you use diplexors.
If you want OTA from a singular antenna then you'd need a run of that to each room... though that too could be diplexed onto the SAT cable.
HOWEVER...
IF he gets a Hopper/Joey setup, then you only need one run of coax, can't use diplexors or splitters to run any backfeeds OR OTA... and the Hopper/Joey doesn't currently support OTA anyway but when it does, presumably you only need that ran to the Hopper location.
Basically... there's a lot to consider.