Local media is showing its reliance, even in a non-political year when comparisons make for some painful spreadsheet reading at local TV operations. Media analyst Michael Nathanson says its’s been a “man bites dog” start to 2019 as traditional media has performed better than expected while digital ad revenue hasn’t rocketed as fast as expected.
MoffettNathanson’s Ad Tracker data shows local broadcast TV station revenue was up 1.9 percent. Local cable MSOs didn’t recover quite as well, as their ad revenue was off 4.2 percent, according to Ad Tracker data. Yet among the other local traditional media, outdoor (+5.8%) and radio (+0.7%) held their own.