Broadcast TV’s Crossroads: Why Magid Says “Don’t Conflate Static with Strong”

At NAB 2025, Magid shared new insights on the future of local broadcasting—and why bold action, not just survival, is needed.

A Sobering Reality: The Industry’s “Pyrrhic Victory”

At the recent National Association of Broadcasters (NAB) Show in Las Vegas, Magid unveiled its annual “State of Broadcast” report. And it’s clear, the landscape for local television is shifting faster than ever.

While it’s clear that consumer perception has remained steady over the past year, the business dynamics are anything but. “Don’t conflate static with strong,” cautioned Jaime Spencer, Magid’s COO. Stability in consumer sentiment isn’t the same as growth, and the industry risks celebrating a “Pyrrhic victory,” one that comes at such a cost that it ultimately feels more like defeat.

In short: survival isn’t enough anymore.

Viewership is Fragmenting and Affiliations May Be Holding Stations Back

Magid’s research shows that while 4 in 10 still call local TV their preferred source for news, audiences have been rapidly migrating toward streaming platforms (YouTube, Social Media, etc.) for their information needs. This has been about convenience, control, and shifting ideals for many years. But Magid’s work also shows that broadcasters are failing to stand out from the pack with differentiated coverage and brands. This battle for a narrow sliver of the “local pie” has become so pervasive that less than 60% of local news consumers say a station brand is an important factor in deciding which to choose.

“The uniqueness of brand that once defined strong broadcasters is fading fast,” Spencer noted. “Without different approaches, this will continue.”

Financial Relief Could Bring Opportunity… If the Industry Acts Boldly

Not all the news was grim. Encouragingly, Magid’s report reveals that consumers are relatively indifferent to ownership consolidation. Fewer than 20% expressed negative feelings about it—suggesting a window for deregulation that could offer financial lifelines to struggling stations.

As Spencer put it, “If the product is good, consumers really don’t care who owns it.”

This opens the door for strategic moves: partnerships, mergers, and local market investments that could help stations build out stronger, more engaging content strategies.

The Big Question: What Job Do Consumers Expect Local Stations to Do?

Magid’s report surfaces a critical question: even if consumers still trust local broadcasters, what exactly do they expect from them today?

It’s no longer enough to assume that delivering the news is the sole mission. Audiences want relevance. They want immediacy. They want local media brands to reflect their community’s identity while standing apart from the sameness of national feeds.

According to Magid’s findings, the future belongs to stations that can marry community connection with innovation—those willing to redefine their role beyond the 6 o’clock news.

Humanized Data, Real Strategy: Why Magid’s Insights Matter Now

Throughout NAB and in recent conversations with industry leaders, Magid’s message was clear: this isn’t about reacting to decline—it’s about leading the reinvention of local broadcasting.

With decades of human-centered research and actionable data, Magid empowers media brands to:

• Understand how consumer expectations are evolving
• Reclaim distinctiveness in a commoditized news environment
• Strategically navigate financial headwinds with smart, consumer-backed moves

In a world where standing still is falling behind, Magid is the partner to help broadcasters shape what’s next.

Want to dig deeper into Magid’s full “State of Broadcast” report? Contact Jaime Spencer for insights tailor-made for today’s broadcast leaders.