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State of the Screens

The Top Growing Local TV Markets for 2023

By January 6, 2023January 17th, 2023No Comments

Five big questions re: local TV market growth in 2023:
1) How many TV households are in the United States?
2) Which local TV markets are growing?
3) Which local TV markets are shrinking?
4) How large is the local advertising market?
5) What share of local advertising does total TV account for?

Big question #1: How many TV households are in the United States?

U.S. Television households (YoY growth), according to Nielsen:
1) 2018-19 – 119.9M
2) 2019-20 – 120.6M ( 1%)
3) 2020-21 – 121.0M ( 0%)
4) 2021-22 – 122.4M ( 1%)
5) 2022-23 – 123.8M ( 1%)

Zoom out: Total TV households have only grown by 16% (17M) over the past 20 years.

U.S. Television households (% growth), according to Nielsen:

1) 2002-03 – 106.7M
2) 2012-13 – 114.2M ( 7%)
3) 2022-23 – 123.8M ( 8%)

2023-01-05_13-20-32

Why this matters: In the past few years, there have been more ways to watch content (streaming, etc.), and there have been more content. This is causing fragmentation.

2023-01-05_13-19-19

Big question #2: Which local TV markets are growing?

Top 5 markets by total growth according to Nielsen:
1) Los Angeles –  141K
2) New York –  93K
3) Chicago –  82K
4) Dallas-Ft. Worth –  79K
5) Houston –  67K

Top 5 markets by growth rate:
1) 
Greenwood-Greenville –  25%
2) 
Harlingen-Wslco-Brnsvl-McA –  9%
3) 
Madison –  9%
4) 
El Paso (Las Cruces) –  7%
5) 
Tucson (Sierra Vista) –  7%

Big question #3: Which local TV markets are shrinking?

Bottom 5 markets by total growth:
1) 
Minneapolis-St. Paul –  79K
2) 
Seattle-Tacoma-  42K
3) 
Portland, OR –  38K
4) 
Milwaukee –  36K
5) 
San Francisco-Oak-San Jose-  28K

Bottom 5 markets by total growth:
1) Helena –  12%
2) 
Odessa-Midland-  9%
3) 
Eugene –  6%
4) 
Minot-Bsmrck-Dcknsn(Wlstn) –  6%
5) 
Clarksburg-Weston-  4%

Big question #4: How large is the local advertising market?

Local ad spend by year (YoY growth) according to BIA Advisory Services:
1) 2022 – $157.6B ( 3%)
2) 2023 – $165.2B ( 5%)

Big question #5: What share of local advertising does total TV account for?

Quick answer: According to BIA, total TV accounts for ≈ 21% of all local marketing spend.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.