"Over the past two decades, I've watched the local broadcast industry move through cycles of dominance, disruption and struggle. Twenty years ago, broadcast TV commanded the majority of viewing time and ad dollars. According to BIA Advisory Services, it accounts for roughly 10% of the $182 billion dollar local advertiser wallet share predicted for 2026 , with Big Tech and streaming walled gardens absorbing the bulk of local consumer attention and data."
"Local media operators have reached an inflection point. Even as viewership of traditional linear TV declines, broadcasters remain the heartbeat of their communities. But they're being asked to compete in a marketplace designed for global digital giants while operating under ownership rules written when they were the only media in the market."
Local broadcast stations remain central to community trust and local advertising even as linear TV viewership declines and digital platforms capture audience and data. Broadcast TV is projected to account for roughly 10% of the $182 billion local advertiser wallet share for 2026, while Big Tech and streaming walled gardens absorb most consumer attention and data. Local broadcasters lack the scale, data access and marketplace structures that advantage global digital companies. Existing ownership rules were written when local broadcasters were the only media in market and now limit evolution. Legislative and regulatory updates are needed to allow consolidation or scale so local operators can modernize, better serve advertisers and sustain community-focused services.
Read at AdExchanger
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