Croner Local Media Survey - The Croner Company

The Croner Local Media Survey (LMS), launched in 2013, is conducted annually for companies that broadcast content and sell local advertising for cable, television and radio. The Survey invites the participation of television stations, radio stations, MSOs, digital organizations, publishers and other media companies.

The Survey results report competitive pay practices for local advertising sales positions as well as for programming and operations positions at local television and radio stations in the U.S.

2020 Croner LMS Position Grids

LMS – Account Executive

Participant Companies

2020 Participant Companies
Charter Communications, Inc.
Comcast Cable Communications, Inc.
Cox Media Group
Fox Corporation
iHeartMedia, Inc.
Market Enginuity, Inc.
Meredith Corporation
NBCUniversal Media, LLC
The E.W. Scripps Company
Walt Disney Television

Position Grids & Job Families Reported

To view a pdf of the complete list of positions by family and by level, please click here:

2020 Croner LMS Position Grids


Job Families:

Local Advertising Sales
Local Ad Sales
Digital Ad Sales
Local National Sales
Sales Planning
Sales Operations
Sales Account Service Management
Inventory Management
Media Operations
Advertising Sales / Credit Collections

Television Stations
TV Management
TV Digital Content
TV Broadcast Operations and Engineering
TV Operations / Logistics
TV Programming
TV Producing
TV Ad Producing
TV News Directing
TV Assignment Desk
TV Managing Editing
TV Directing
TV Technical Directing
TV Chyron
TV Photography / Videography
TV Multimedia Journalism
TV Reporting
TV Marketing
TV Communications / Public Affairs
TV Promotions
TV Promotions Producing
TV Creative Services
TV Research

Radio Stations
Radio Management
Radio Digital Content
Radio Broadcast Operations and Engineering
Radio Engineering Maintenance Technicians
Radio Business Operations 
Radio Programming
Radio Producing
Radio Ad Producing
Radio Production
Radio News Directing
Radio News Writing
Radio Sports Directing
Radio Marketing
Radio Communications / Public Affairs
Radio Promotions
Radio Promotions Engineering
Radio Event Programming
Radio Creative Services
Radio Research
Radio Non-Traditional Revenue

General and Administrative
Administrative Assistance
Information Technology
Finance & Accounting
Credit & Collections
Human Resources


Position Data Reported

See compensation data elements reported for each position by viewing samples here:
Sample Position Information LMS - AE


  • Base Salary
  • Target Total Cash Compensation
  • Actual cash awards as percent of base salary
  • Actual Total Cash Compensation
  • Annualized value of LTI awards
  • Target Total Direct Compensation
  • Total Direct Compensation

Position Scope:

  • Degree of match
  • FLSA
  • Collective bargaining
  • Market Rank
  • Position title
  • Title of supervisor
  • Number of employees supervised
  • Geographic location
  • Short-term sales incentive eligibility
  • Short term incentive targets and awards as a percent of base salary
  • Long-term incentive eligibility
  • Long-term incentive received

Data cuts (provided where possible to report):

  • Market Rank
  • Industry - MSO, Radio, Television
  • U.S. Region
  • Metropolitan Area
  • Sales Revenue
  • Specialty / Scope - News, Sports, Manages Staff, Manages Function

Policy Data Reported

  • Participant Profile
    • Start of Fiscal Year
    • Last Year Fiscal Revenues
    • Workforce Size
    • Industry Composition
  • Short-term Incentive Plan Design
    • Prevalence of Plans
    • Changes to Plans in Past Year
    • Eligibility Levels
    • Type of Plans
    • Plan Funding and Award Caps
  • Long-term Incentive Plan Design
    • Prevalence of Plans
    • Changes to Plans in Past Year
    • Eligibility Levels
    • Type of Plans
    • Plan Design
    • Stock Option Plan Vesting
    • Restricted Stock (Units) Plan Vesting

Survey Schedule

2020 Survey Planning Meeting:  February at CBS Corporation, New York, NY
Questionnaire Distribution: May 1
Data Effective Date: May 1
Completed Questionnaire Due Date: June 15
Interim Salary Budget Survey:  August
Report Published: November

Participation and Purchase Fees

The 2021 Participation Fee is $9,700. The fee includes the 2021 Full Report along with the Interim Salary Budget Supplement.

Custom Cut of Data for Participants For an additional fee of $550, a participant company may select a subset of companies from the full participant list for a custom cut of data. A minimum of ten companies is required.  A custom rerun of the data set including all data cuts is $875.  

Purchase of the Current Published Report As a Non-participant
By signing a Participation Agreement for the 2021 Survey and paying a 50% non-refundable deposit toward the 2021 participation fee, a company may purchase the current published Survey data without having participated.  There are two purchase options:

Purchase Option #1: 2020 Full Report of Results $19,400

  • The 2020 Full Report of Results is available for purchase for $19,400 plus a non-refundable 50% deposit of $4,850 towards the 2021 participation fee.
  • Total payment required to receive the 2020 Full Report of Results as a non-participant is $24,250
  • To receive the 2021 Full Report of Results,  your company's survey submission would be due in May 2021 along with the second half participation fee payment of $4,850 - due in July 2021.

Purchase Option #2:  10 Positions from 2020 Compensation Data Report $4,850

  • Compensation data only, for up to 10 positions, selected from the 2020 Full Report is $4,850, plus a non-refundable 50% deposit of $4,850 towards the 2020 participation fee.
  • Total payment required is $9,700
  • To receive the 2021 Full Report of Results,  your company's survey submission would be due in May 2021 along with the second half participation fee payment of $4,850 - due in July 2021.





The Croner Company conducts this Survey as an independent third party to ensure the confidentiality and consistency of the data provided.  All data are held in strict confidence and are reported only in summary form.  No attribution is made to any specific data from any participating companies.  The Croner Company aggregates data using DOJ "Safe Harbor Guidelines" to ensure full regulatory compliance of the Survey report. Survey reports are distributed only to participants and all participants are required to sign an agreement that confirms they will abide by our confidentiality standards.

Register to Participate

To register your company for participation in this Survey or to ask questions about participation, please contact Susan Cronk at (415) 485-5512 or email us at