WASHINGTON - According to a pair of studies by the National Association of Broadcasters, advertising dollars have shifted from national to local markets, and the performance of local affiliates is narrowing. According to one of the studies, television ad spending in local markets has increased an average of 10% between 1988 and 1992, but national advertising did not fare as well, increasing by 6.5%. National/regional spending also lagged, increasing 7.9%. The figures are based on revenue per household to adjust for market size. In addition, competition among local affiliates has increased and closed the revenue gap.
Copyright Adweek L.P. (1993)