Is your client targeting millennials using TV advertisements during daily news broadcasts? If so, their outreach attempt needs improvement.
News reported by local TV stations and newspapers is trusted by about 75% of Americans. Specifically, 76% trust local TV and 73% have confidence in local newspapers.
U.S. consumers want to know what’s happening in the news. Whether it’s a story about the war, the latest budget crisis or a natural disaster, people are paying attention. But they are accessing varying channels to get the news and media companies should watch the changing trends because ad dollars could be impacted.
Media space providers have long hoped that something would come along to entice consumers to pay for the news they used to read in the printed newspaper. Ever since news and other information became freely available on the Internet, consumers have been migrating there. Industry watchers had predicted that a larger number of consumers would be willing to pay for news they access on their tablets because that experience is vastly improved over the typical mobile or desktop interaction but new research shows this shift will take a while.
Are more consumers tuning into news reports these days? Or are they watching entertainment that’s packaged as news? Either way, the results of the most recent report from the Pew Research Center for the People & the Press indicate that marketers would do well to buy media time during news reports to increase their chances of capturing consumer attention.