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The Television Bureau of Advertising (TVB) released a study today that sheds light on how Americans consume media and the powerful role TV continues to play in shaping everyday conversations.
TVB commissioned GfK/NIQ to conduct the Media & Conversations Study to assess and quantify the role of media in influencing conversations. The national study included more than 4,000 respondents across demographic groups, political party affiliations, races and ethnicities, as well as key consumer product categories.
Key Questions Addressed:
Which medium is the strongest conversation driver – TV, streaming, radio, social media, podcasts, newspapers? What are people’s attitudes toward news sources regarding trust, believability, shareability and fake news? How do media platforms influence political word of mouth? How influential are media platforms on word of mouth among those who are in the market for products and services like auto, healthcare, home improvement, legal services, physical fitness, restaurants, retail, and travel? On what platforms do people prefer to view their sports – linear or streaming?
Key Findings:
Eight out of ten respondents are having daily conversations about topics covered by local broadcast TV station newscasts. Media affects conversations:Television remains the dominant driver of conversations about the news of the day, local/regional news, weather, sports, traffic, and politics as compared with ad-supported streaming platforms, social media, print, radio, podcasts, and direct mail. Of all digital choices, conversations about news of the day are most affected by local TV stations’ websites/apps. Respondents reported that broadcast TV news is their primary news source:They also found local broadcast news assets to