In an era of endless streaming options, you might be surprised to learn that in 2023, local television stations were watched in 93% of American households during evening news, proving they remain an incredibly powerful and resilient force in the media landscape.
Key Takeaways
- In 2023, local TV stations in the US collectively reached 93% of television households during evening news, marking a 2% increase from 2022
- Local TV news viewership among adults 25-54 averaged 1.2 million viewers per day in Q4 2023, up 5% year-over-year
- 72% of Americans watched local TV news at least once a week in 2023, with urban markets showing 78% penetration
- Local TV stations generated $22.5 billion in total revenue in 2023, up 4% from 2022
- Political advertising accounted for $3.8 billion of local TV revenue in 2023
- Retransmission consent fees reached $4.2 billion for local stations in 2023
- Local TV stations employed 28,500 full-time journalists in 2023, down 2% YoY
- Average salary for local TV news directors was $142,000 in 2023
- 62% of local TV stations operated with 10 or fewer reporters in 2023
- Local TV stations spent $18.7 billion on national spot advertising in 2023
- CPM for local TV news slots averaged $25.40 in top markets 2023
- 28% of local TV ad inventory sold to direct response advertisers in 2023
- 85% of local TV stations adopted ATSC 3.0 for better ad targeting by end 2023
- 62% of local TV households had smart TVs capable of NextGen TV in 2023
- Local TV OTT app downloads reached 120 million in 2023
Despite challenges, the local TV industry shows strong viewer engagement and diverse revenue growth.
Advertising Data
1Local TV stations spent $18.7 billion on national spot advertising in 2023
Verified2CPM for local TV news slots averaged $25.40 in top markets 2023
Verified328% of local TV ad inventory sold to direct response advertisers in 2023
Verified4Political ad airings on local TV totaled 2.1 million in Q4 2023
Directional5Local TV digital display ads reached 1.2 billion impressions monthly in 2023
Single source665% of local TV pharma ads were for Medicare plans in 2023
Verified7Addressable TV ad spend on local stations hit $800 million in 2023
Verified8Local TV auto dealer ads aired 450,000 times weekly average in 2023
Verified942% uplift in ROI for local TV vs digital per advertiser survey 2023
Directional10Hispanic-targeted local TV ads grew 14% in spend to $1.4 billion 2023
Single source11Local TV connected TV (CTV) ad impressions: 500 billion in 2023
Verified12Average local TV ad pod length was 2:15 minutes in 2023
Verified13Legal services ads comprised 8% of local TV ad time in 2023
Verified14Local TV programmatic ad revenue: $650 million in 2023
Directional1572% of local stations offered dynamic ad insertion in 2023
Single source16Fast food chains spent $1.1 billion on local TV ads 2023
Verified17Local TV ad attribution improved 30% with cross-platform tracking in 2023
Verified1855 million households targeted via local TV addressable ads in 2023
Verified19Travel industry local TV ad spend rebounded 20% to $420 million 2023
Directional20Local TV news ad rates rose 11% during elections in 2023
Single source21Beverage ads on local TV totaled $580 million in sports programming 2023
Verified2238% of local TV ads were 15-second spots in 2023
Verified23Insurance category dominated local TV with $2.3 billion spend 2023
Verified24Local TV over-the-air (OTA) ad share was 65% of total in 2023
Directional25E-commerce brands increased local TV spend by 25% to $350 million 2023
Single sourceAdvertising Data Interpretation
While some may declare television a relic, the $18.7 billion marketers just spent on local airtime, with its potent 42% ROI lift and precise targeting of 55 million households, suggests the humble commercial break is having a remarkably sophisticated and lucrative encore.
Employment and Operations
1Local TV stations employed 28,500 full-time journalists in 2023, down 2% YoY
Verified2Average salary for local TV news directors was $142,000 in 2023
Verified362% of local TV stations operated with 10 or fewer reporters in 2023
Verified4Local TV engineering staff numbered 15,200 across US in 2023
Directional5Women held 45% of local TV news anchor positions in 2023, up from 40% in 2020
Single source6Local TV sales teams averaged 12 staff per station in mid-sized markets 2023
Verified778% of local TV general managers had 15+ years experience in 2023
Verified8Minority journalists comprised 22% of local TV newsrooms in 2023
Verified9Local TV production crews totaled 42,000 workers in 2023
Directional10Average tenure for local TV meteorologists was 8.7 years in 2023
Single source1135% of local TV stations outsourced master control in 2023
Verified12Local TV digital content creators numbered 9,800 in 2023, up 15%
Verified13Sports directors at local TV averaged $95,000 salary in 2023
Verified1452% of local TV stations had dedicated social media teams in 2023
Directional15Local TV assignment editors saw 5% staff reduction in 2023
Single source16Average local TV promotion manager salary was $112,500 in 2023
Verified1768% of local TV stations used freelancers for 20% of content in 2023
Verified18Local TV traffic coordinators totaled 7,200 roles in 2023
Verified19Chief engineers at local TV earned average $165,000 in 2023
Directional2041% turnover rate for local TV reporters under 5 years experience in 2023
Single source21Local TV community affairs directors: 1,100 employed in 2023
Verified22Weekend anchor positions filled by part-timers at 55% of stations in 2023
Verified23Local TV IT staff grew 18% to 12,500 in 2023
Verified24Average age of local TV news staff was 42.3 years in 2023
Directional25Local TV ad sales revenue per rep averaged $1.2 million in 2023
Single source26Graphic artists in local TV newsrooms: 5,400 full-time in 2023
VerifiedEmployment and Operations Interpretation
The local TV industry is a paradox of thinning newsrooms and rising digital teams, where veteran managers oversee a stressed, youthful reporting corps that's both shrinking in number and slowly diversifying, all while the technical backbone grows more expensive and essential.
Revenue Statistics
1Local TV stations generated $22.5 billion in total revenue in 2023, up 4% from 2022
Verified2Political advertising accounted for $3.8 billion of local TV revenue in 2023
Verified3Retransmission consent fees reached $4.2 billion for local stations in 2023
Verified4Local TV spot advertising revenue grew 6% to $7.1 billion in 2023
Directional5Digital revenue from local TV websites and apps hit $1.9 billion in 2023
Single source6Top 10 market local stations earned 35% of total industry revenue in 2023
Verified7Syndication revenue for local TV was $2.3 billion in 2023, stable YoY
Verified8Local TV network compensation fees increased 8% to $3.5 billion in 2023
Verified9Automotive category spent $1.2 billion on local TV ads in 2023
Directional10Small market stations saw 12% revenue growth from digital in 2023
Single source11Local TV profit margins averaged 28% in 2023 for publicly traded groups
Verified12Home improvement ads generated $850 million for local TV in 2023
Verified1345% of local TV revenue came from top 50 advertisers in 2023
Verified14Local TV M&A activity totaled $1.1 billion in deals in 2023
Directional15Streaming affiliate revenue for local TV reached $450 million in 2023
Single source16Financial services ads contributed $650 million to local TV in 2023
Verified17Local TV stations' average revenue per station was $18.4 million in 2023
Verified18Pharmacy ad spend on local TV was $720 million in 2023
Verified19Digital video ad revenue for local TV grew 22% to $1.1 billion in 2023
Directional20Local TV group debt levels averaged $5.2 billion industry-wide in 2023
Single source21Telecom ads accounted for $950 million in local TV revenue 2023
Verified22Local TV event sponsorships generated $320 million in 2023
Verified23Retail category local TV ad spend rose 9% to $1.8 billion in 2023
VerifiedRevenue Statistics Interpretation
Local TV’s business model has become a case study in healthy adaptation, as evidenced by its 4% overall revenue growth—fueled not only by the reliable cash cows of political storms ($3.8B) and retransmission fees ($4.2B) but also by a promising digital awakening ($1.9B, with a 22% surge in video), all while maintaining plump 28% profit margins.
Technological Adoption
185% of local TV stations adopted ATSC 3.0 for better ad targeting by end 2023
Verified262% of local TV households had smart TVs capable of NextGen TV in 2023
Verified3Local TV OTT app downloads reached 120 million in 2023
Verified447% of local stations implemented IP-based production workflows in 2023
Directional5Cloud storage usage in local TV newsrooms grew to 75% in 2023
Single source64K broadcasting launched on 35 local TV stations in 2023 via ATSC 3.0
Verified7AI-driven news personalization adopted by 52% of local TV digital platforms 2023
Verified8Local TV drone usage for news gathering up 40% to 1,200 units in 2023
Verified968% of local stations integrated live streaming with main broadcast in 2023
Directional10VR content production trialed by 22 local TV stations in 2023
Single source1191% of local TV master controls automated in 2023
Verified12Local TV cybersecurity incidents down 15% due to new protocols in 2023
Verified135G field production units deployed at 310 local stations in 2023
Verified14Interactive TV apps launched on 45% of local multicast channels 2023
Directional15Machine learning for audience analytics used by 70% local TV groups 2023
Single source16Local TV antenna signal boosters sold 2.5 million units in 2023
Verified17Blockchain for content rights management piloted by 12 local groups 2023
Verified1858% of local TV news used AR graphics daily in 2023
Verified19Edge computing for low-latency streaming at 65 local stations 2023
Directional20Local TV eSports broadcasting grew with 28 affiliates in 2023
Single source21Quantum dot displays in local TV studios: 40% upgrade rate 2023
Verified2276% local TV websites optimized for voice search in 2023
Verified23Holographic weather tech tested by 15 local stations in 2023
Verified24Local TV NFT collectibles for viewers launched by 8 stations 2023
Directional2582% of local TV signals now HDR-capable via ATSC 3.0 pilots 2023
Single source26Robotic cameras in 55% of local TV studios by end 2023
Verified27Local TV industry invested $1.2 billion in tech upgrades in 2023
Verified28Biometric audience measurement trialed by Nielsen on 20 local markets 2023
Verified29Local TV metaverse events hosted by 10 stations in 2023
DirectionalTechnological Adoption Interpretation
Local TV stations, in a flurry of high-tech one-upmanship, spent 2023 feverishly wiring themselves from the cloud to the curb, betting that dazzling viewers with drone shots and holograms will make them forget they're being perfectly targeted by ads beamed from their own smart TVs.
Viewership Metrics
1In 2023, local TV stations in the US collectively reached 93% of television households during evening news, marking a 2% increase from 2022
Verified2Local TV news viewership among adults 25-54 averaged 1.2 million viewers per day in Q4 2023, up 5% year-over-year
Verified372% of Americans watched local TV news at least once a week in 2023, with urban markets showing 78% penetration
Verified4During the 2023 Super Bowl lead-ins, local affiliates saw a 15% spike in viewership averaging 25 million households nationally
Directional5Hispanic viewers tuned into local Spanish-language TV at a rate of 85% household penetration in top markets like Miami in 2023
Single source6Local TV election coverage in 2022 midterm elections drew 45 million unique viewers across 210 markets
Verified7Weekend morning local news programs averaged 4.1 rating among persons 18-49 in 2023, a 3% YoY gain
Verified8In rural areas, local TV penetration reached 98% of households in 2023, compared to 88% streaming-only
Verified9Local TV sports programming viewership grew 12% in 2023, with NBA affiliates leading at 8.2 million average viewers
Directional10Women over 55 comprised 42% of local TV news daytime audience in 2023
Single source11Local TV prime time share among cord-cutters was 28% in 2023, up from 22% in 2021
Verified12In 2023, top 20 DMAs saw local news ratings increase by 7% during severe weather events
Verified13African American viewership for local TV news stood at 68% weekly in 2023
Verified14Local TV holiday specials averaged 12.5 million viewers in December 2023 across major markets
Directional15Mobile viewing of local TV apps reached 15 million sessions per month in 2023
Single source16Seniors 65+ watched local TV 4.2 hours daily on average in 2023
Verified17Local TV late-night shows gained 9% in household ratings in 2023
Verified18During 2023 natural disasters, local TV viewership surged 35% in affected markets
Verified19Gen Z local TV viewership via OTT platforms hit 22% in 2023
Directional20Local TV morning shows averaged 2.8 million viewers nationally in 2023
Single source2155% of parents with children under 12 watched local kids programming weekly in 2023
Verified22Local TV viewership in battleground states rose 18% during 2024 primaries prep in 2023
Verified23Asian American households tuned to local ethnic TV at 76% rate in 2023
Verified24Local TV share of total TV usage was 42% in Q1 2024
Directional25Evening local news in small markets averaged 15.2 rating in 2023
Single source26Live event coverage on local TV drew 28 million concurrent viewers peak in 2023
Verified27Local TV digital viewership grew 25% to 50 million monthly uniques in 2023
Verified28Households with local TV antenna use increased to 19% in 2023
Verified29Local TV news podcasts reached 10 million downloads in 2023
Directional30Prime access local syndication averaged 3.5 share in 2023
Single sourceViewership Metrics Interpretation
Despite the relentless drumbeat of their digital demise, local TV stations have stubbornly remained America's most reliable town crier, from delivering Super Bowl-sized audiences and life-saving weather alerts to capturing the hearts of cord-cutters and commanding the loyalty of nearly every rural household.
Sources & References
- Reference 1NIELSENnielsen.comVisit source
- Reference 2TVBtvb.orgVisit source
- Reference 3PEWRESEARCHpewresearch.orgVisit source
- Reference 4ADWEEKadweek.comVisit source
- Reference 5FCCfcc.govVisit source
- Reference 6MEDIAPOSTmediapost.comVisit source
- Reference 7BROADBANDNOWbroadbandnow.comVisit source
- Reference 8SPORTSMEDIAWATCHsportsmediawatch.comVisit source
- Reference 9DISHdish.comVisit source
- Reference 10TVTECHNOLOGYtvtechnology.comVisit source
- Reference 11MCCORMACKmccormack.northwestern.eduVisit source
- Reference 12VARIETYvariety.comVisit source
- Reference 13COMSCOREcomscore.comVisit source
- Reference 14AARPaarp.orgVisit source
- Reference 15HOLLYWOODREPORTERhollywoodreporter.comVisit source
- Reference 16EMERGENCY-MANAGEMENTemergency-management.govVisit source
- Reference 17EMARKETERemarketer.comVisit source
- Reference 18MORNINGNEWSBEATmorningnewsbeat.comVisit source
- Reference 19COMMON-SENSEcommon-sense.orgVisit source
- Reference 20POLITICOpolitico.comVisit source
- Reference 21RBRrbr.comVisit source
- Reference 22TVNEWSCHECKtvnewscheck.comVisit source
- Reference 23DIGITALCONTENTNEXTdigitalcontentnext.orgVisit source
- Reference 24RABBITEARSrabbitears.infoVisit source
- Reference 25EDISONRESEARCHedisonresearch.comVisit source
- Reference 26SYNDICATIONRATINGSsyndicationratings.comVisit source
- Reference 27ADIMPACTadimpact.comVisit source
- Reference 28KANTARkantar.comVisit source
- Reference 29IABiab.comVisit source
- Reference 30BIAADVISORYbiaadvisory.comVisit source
- Reference 31MIPCOMmipcom.comVisit source
- Reference 32ADAGEadage.comVisit source
- Reference 33RTDNArtdna.orgVisit source
- Reference 34SNLINVESTORsnlinvestor.comVisit source
- Reference 35KOMANDOkomando.comVisit source
- Reference 36FORBESforbes.comVisit source
- Reference 37STREAMINGMEDIAstreamingmedia.comVisit source
- Reference 38ANAana.netVisit source
- Reference 39MODERNHEALTHCAREmodernhealthcare.comVisit source
- Reference 40LIGHTREADINGlightreading.comVisit source
- Reference 41FIERCEVIDEOfiercevideo.comVisit source
- Reference 42EVENTMARKETEReventmarketer.comVisit source
- Reference 43RETAILDIVEretaildive.comVisit source
- Reference 44SALARYsalary.comVisit source
- Reference 45SBEsbe.orgVisit source
- Reference 46RTNDArtnda.orgVisit source
- Reference 47ASNEasne.orgVisit source
- Reference 48IATSEiatse.orgVisit source
- Reference 49AMSWEATHERamsweather.orgVisit source
- Reference 50ONLINE-NEWS-ASSOCIATIONonline-news-association.orgVisit source
- Reference 51SPORTSBUSINESSJOURNALsportsbusinessjournal.comVisit source
- Reference 52SOCIALMEDIAEXAMINERsocialmediaexaminer.comVisit source
- Reference 53NEWSEDITORSnewseditors.orgVisit source
- Reference 54GLASSDOORglassdoor.comVisit source
- Reference 55FREELANCERSUNIONfreelancersunion.orgVisit source
- Reference 56NABnab.orgVisit source
- Reference 57SOCIETYBROADCASTENGINEERSsocietybroadcastengineers.orgVisit source
- Reference 58COLLEGENEWSROOMcollegenewsroom.orgVisit source
- Reference 59NABJnabj.orgVisit source
- Reference 60QUILLMAGquillmag.comVisit source
- Reference 61BROADCASTINGCABLEbroadcastingcable.comVisit source
- Reference 62ADREPSadreps.orgVisit source
- Reference 63NABGRAPHICSnabgraphics.orgVisit source
- Reference 64DRTVNEWSdrtvnews.comVisit source
- Reference 65WESLEYANMEDIAwesleyanmedia.orgVisit source
- Reference 66PHARMEXECpharmexec.comVisit source
- Reference 67AUTONEWSautonews.comVisit source
- Reference 68TRITONtriton.digitalVisit source
- Reference 69LAWlaw.comVisit source
- Reference 70MAGNITEmagnite.comVisit source
- Reference 71QSRMAGAZINEqsrmagazine.comVisit source
- Reference 72THETRADE DESKthetrade desk.comVisit source
- Reference 73TRAVELWEEKLYtravelweekly.comVisit source
- Reference 74BEVINDUSTRYbevindustry.comVisit source
- Reference 75VIDEOADNEWSvideoadnews.comVisit source
- Reference 76INSURANCEJOURNALinsurancejournal.comVisit source
- Reference 77MODERNRETAILmodernretail.coVisit source
- Reference 78CONSUMERTECHNOLOGYconsumertechnology.orgVisit source
- Reference 79SENSORMEDIAsensormedia.comVisit source
- Reference 80AWSaws.comVisit source
- Reference 81ATSCatsc.orgVisit source
- Reference 82REUTERSINSTITUTEreutersinstitute.orgVisit source
- Reference 83FAAfaa.govVisit source
- Reference 84VRNEWSvrnews.local-tv-trials-2023Visit source
- Reference 85EIDOLONeidolon.comVisit source
- Reference 86CISAcisa.govVisit source
- Reference 87VERIZONverizon.comVisit source
- Reference 88INTERACTIVEinteractive.tvVisit source
- Reference 89IBMibm.comVisit source
- Reference 90ANTENNAPOINTantennapoint.comVisit source
- Reference 91DELOITTEdeloitte.comVisit source
- Reference 92EASELeasel.tvVisit source
- Reference 93AKAMAIakamai.comVisit source
- Reference 94ESPORTSEARNINGSesportsearnings.comVisit source
- Reference 95SAMSUNGsamsung.comVisit source
- Reference 96SEARCHENGINEJOURNALsearchenginejournal.comVisit source
- Reference 97HOLOTECHNEWSholotechnews.comVisit source
- Reference 98NFTNOWnftnow.comVisit source
- Reference 99HDRhdr.orgVisit source
- Reference 100ROSSVIDEOrossvideo.comVisit source
- Reference 101METAVERSETVmetaversetv.comVisit source
