TV Stations Struggle to Reach Younger Audiences

A recent academic survey of small-market TV station executives points to corporate leadership’s failure to provide digital resources and strategies as a key reason for their struggle to connect with younger generations

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Managing small-market TV stations in markets ranked 50 and above is increasingly challenging. Station managers and news directors face relentless pressure to meet demanding financial targets set by group owners, quarter after quarter. While this is part of the business, a survey reveals that corporate groups are falling short in supporting these stations. Executives report a lack of effective strategies and resources to engage and monetize millennials and younger audiences on digital platforms, where these groups are most active.

This corporate shortfall has fueled a downward spiral for small-market stations, marked by missed opportunities in the growing digital market and challenges in recruiting young talent with digital media expertise.

The survey, conducted by Chris Leister for his Liberty University doctoral dissertation, draws from qualitative interviews with general managers and news directors at 14 small-market stations in the Mid-Atlantic states. Leister, a seasoned industry veteran with 35 years of experience, including roles as a national sales manager, general manager, and sales executive at West Virginia Media Holdings, conducted the survey between 2018 and 2022. Follow-up conversations with participants confirmed that little has changed in recent years, with the same issues persisting.