Local TV Ads: How To Reach Your Audience

U.S. adults want to stay current with what’s happening in the local market. For many consumers, the local broadcast TV news delivers what they want. The good news is consumers are receptive to local TV ads during news programs.

How Do Consumers Access Local News?

In a new TVB study conducted by GfK/​NIQ, 76% of adults said it is either very important or important to receive updates on local news, weather and sport through their local TV station. These consumers often have a cable, satellite or streaming TV service that allows them to access their local news station. And consumers want to maintain the status quo. Over 70% noted they would drop their provider if they couldn’t get local news through them.

What Do Consumers Think about Local Ads?

Consumers also accept that they’ll see advertising in exchange for access to this content. The good news is that consumers are receptive to ads shown during local news programming. Around 27% of U.S. adults are less likely to buy products shown during soap operas and telenovelas. 22% of surveyed adults said the same about ads running during reality programs and daytime talk shows.

However, for ads appearing during local broadcast television station news, only 11% said they would be less likely to purchase the product.

The latest research from AudienceSCAN, powered by AdMall, shows that these ads connect with consumers. Over 42% of local TV station watchers have responded in the past month to a TV ad. In addition, 37% have purchased the product or service promoted in an ad.

These adults also spend plenty of time in front of their TVs. Around 42% spend three or more hours enjoying their favorite programs every day.

These viewers are more likely than other adults to enjoy live programming. And they are 16% more likely to post on social media about the program or the ads they see. Not only do your accounts have plenty of opportunity to reach local audiences, but these consumers will also share what they like with friends and family members.

Other attitudes marking receptivity to local TV ads during their favorite programming are as follows, per AudienceSCAN:

• They believe local media helps them take advantage of special offer from local businesses
• They discover new businesses that have just opened
• They use local media to help them decide which products to purchase

How Has the Local TV Ad Market Changed

Guideline data published by TVtechnology​.com shows that “local TV accounted for only 6% of total media spending through June 2025.” That’s a significant decrease from 2017. Analysts trace some of the decline to the transition to digital and social media advertising. 

But they also note that local TV media sellers have focused on four categories that declined this year. These categories are:

• Automotive
• Entertainment/​Media
• Financial Services
• Technology

What are the Growth Opportunities for Local TV Ads?

At the same time, analysts notice that other categories are finding good returns from advertising on local TV. This includes beer and ale and motion pictures.

Forthcoming data from AdMall’s State of Media Sales survey indicates that the home improvement services vertical will likely be a strong growth category for broadcast TV in 2025.

In addition, broadcast TV sales managers indicate that home improvement services and health care services will likely buy more advertising in 2026.

Check out the specific news audiences available on AudienceSCAN to uncover opportunities for sales.  One key group is Local Late Night News Watchers.

These consumers over-​index for purchasing lottery tickets, concert tickets and craft/​sewing supplies.

In addition, around 15% of these consumers plan to change health clubs in the next year. This goal makes sense as 52% would like to exercise more. The right ad campaign by a local gym that targets late-​night viewer may help them grow their membership.

For health care services, these viewers over-​index for checking into home medical services and visiting podiatrists in the next year.

Similarly, over 20% of Local Late Night News Watchers are in the market for a lawn service and for exterior/​interior painting services.

Conclusion

With an AdMall subscription, you can identify accounts in your market and pitch them with this target audience data. Then help them purchase local TV ads during the programming that attracts these consumers.

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