Yes, people still watch local TV news
Nielsen caused a stir in July 2023 when it revealed that viewership on broadcast TV reached a new low, with only 20% of people watching. While the share of viewers is down for broadcast television, other research shows that local news viewing remains steady.
Not long ago, the television industry enjoyed a robust viewership for local news. It was one of the few ways to discover what was happening in the local community. As a result, some television stations enjoyed ratings in the double digits.
Although there’s been a significant shift in how people consume information and overall ratings are lower, new research reveals that local television news remains a staple in many households. According to Comscore, a trusted source for media measurement, “Viewership for network local affiliate news stations (ABC, CBS, Fox and NBC) stayed relatively stable from 2021 across almost all key time slots.”
One notable exception is the late news time slot, which experienced a slight decline in the average audience last year, down 7% from 2021. This drop could be attributed to a preference for online news sources, an increase in the number of streaming services, and a shift in consumers’ work and lifestyle.
Consumers trust local news
One reason consumers still watch local news is that it provides a sense of connection. News anchors and reporters are often familiar faces to viewers, and they cover stories that directly impact the local area. Whether it’s a story about business or politics, a local sports team’s success, or a weather report, viewers feel a sense of belonging and relevance when they tune in to local news on television.
Another reason is that local news provides a level of trust and credibility that can be lacking in other forms of media. With the rise of fake news and biased reporting, viewers may feel they cannot trust the information they receive from certain sources. However, local news on television is often seen as more trustworthy.
On-air and online
Stations have adapted to the changing media landscape by offering online streaming options and incorporating social media into their reporting. Additionally, some stations have found success by focusing on hyper-local news coverage, which provides even more relevance and connection for viewers.
READ MORE: HERE’S WHERE YOU’LL ALSO FIND LOCAL NEWS VIEWERS
Stations are reinventing themselves to ensure the continued vitality of local news. Today, newsrooms are multi-media production units creating content for both broadcast and digital platforms. Websites, mobile apps, streaming channels, and social media help local television stations reach a broader and more diverse audience.
While the landscape of news production and consumption has evolved significantly over the past decade, local news on television still holds a meaningful place in our lives. Stations must embrace innovation and adapt to new workflows to ensure the continued vitality of local news. Effective communication and engaging content are vital to keeping our communities informed and safe. That’s also how TV stations can retain those who are still watching.
Tim Heller is an AMS Certified Broadcast Meteorologist, Talent Coach, and Weather Content Consultant. He helps broadcast meteorologists uplevel their performance and productivity by communicating more effectively and efficiently on-air, online, and on social media.