Local media in the US is 'in worse shape' than its UK counterparts, research from Enders analysis has found.

Speaking at the Westminster Media Forum, Enders' chief executive Claire Enders said the problems faced by UK media were more advanced in the US.

Revenue from advertising is in steeper decline, with TV ad revenue falling 40 per cent year-on-year compared with 25 per cent year-on-year in the UK, she added.

US local media has been particularly affected by a downturn in the motoring industry, as it is reliant on car advertising, Enders has found.

Enders said regulatory forces restricting the way in which local media run their businesses should be relaxed with media prompted to invest in networks and other platforms.

Local newspapers should be encouraged to buy up local radio stations, if this helps their survival, Enders said.

Such acquisitions by local press have occurred in the US, but have come too late to rescue the market, she added.

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