Magid Issues Annual “State of Broadcast Report” to TV Industry Colleagues at NAB Convention 

Study by the consumer intelligence firm shows consumers are O.K. with ownership consolidation, question the affiliate model, and want more from local brands

NEW YORK, Apr. 7, 2025 – Magid, the premier consumer intelligence and business solutions firm, today released their annual State of Broadcast research report, an annual effort synched with the National Association of Broadcasters (NAB) annual convention, which runs this week in Las Vegas.

The industry has faced significant setbacks this year with staff reductions at local stations, but it appears the pain has been felt more internally than externally. “Overall, consumers tell us they think local stations have the resources they need to get the job done. The damage has been felt more internally than at the viewer level,” according to Jaime Spencer, Chief Operating Officer at Magid. “But what is the job they expect them to do? That is the challenge that needs addressing.”

Things are not rosy for local broadcasters, as they seek to hold audiences rapidly going to other sources for news and entertainment. “We continue to see declines in viewing, with audiences moving to streaming, YouTube and social media for news,” Spencer added. The gravitation to other platforms for news and entertainment has been so strong that consumers question the affiliation model. According to the study, consumers report they would watch a TV station more if it did not have an affiliation. “A lot of this has to do with the low perception of value around primetime TV and high perception of value for news. In a world where 60+% of viewing happens through streaming, watching scripted TV in real time doesn’t hold up.”

Local stations still have a significant position in the market when it comes to news, with 4 in 10 saying local tv is their preferred source for local news. But financial challenges across the industry are an impediment to the much needed expansion of content needed to stop the decline of their brand perception. “The news stations deliver is seen as a commodity today. Consumers feel that all of it is the same and the uniqueness of brand that once defined strong broadcasters is fading fast. Without different approaches, this will continue.”

Fortunately for broadcasters, consumers are open to the kind of deregulation that could bring financial relief and growth prospects to local markets. “Less than 20% of consumers had a negative reaction to ownership consolidation. The reality is, if the product is good, they really don’t care who owns it.”

Despite the heavy challenges broadcast faces internally, the perception of these stations from consumers is steady year-over-year. But is steady a good thing? “Don’t conflate Static with Strong,” said Spencer. “Our report uses the term ‘Pyrrhic victory,’ which is apropos here – does the industry want a victory that inflicts such a devastating toll on the victors that it ultimately feels more like a defeat?”

###  

About Magid

Magid is the premier consumer intelligence and business solutions company. Since the firm’s founding 65 years ago by Frank Magid, we have been measuring emotional connections between consumers and brands.

Magid gathers and leverages “human intelligence” (consumer attitudes, opinions, motivations, and emotions – more insightful and actionable than behavior data) to understand what makes people tick and why people do what they do, with the power to predict and prescribe solutions for engaging the ever- changing consumer.

Their services – from strategy consulting to tech-enabled workflow solutions – harness this power to solve the most complex and pressing client problems. Their work is focused on consumer experiences and media, marketing, sales content.