US TV station owners are facing a mixed advertising market, with strength in key categories like local, auto and sports programming offset by weakness in others. The auto category, historically broadcasters’ top local ad revenue driver, continues its long rebound from pandemic-related inventory challenges and chip shortages. Local ad clients overall have continued to spend, helping station groups improve their core advertising standing. However, national spot spending has fallen amid reduced budgets, especially in categories like media, sports betting, healthcare and insurance. “Local is strong, and it’s been strong. The national ad market has struggled pretty much the entire year,” said
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