43% Tune in to Local Evening News

Pew Research Center released State of the News Media 2015, the annual report surveying the landscape of U.S. journalism, covering topics ranging from the changes driven by mobile devices to the ups and downs of legacy news organizations. Here are 5 key takeaways drawn from 13 media sectors they looked at.

"Things are looking up for network and local television," Michael Barthel wrote for Pew Research. "The audience for evening network news broadcasts is up 5% from 2013 to 2014, according to Nielsen Media Research data. Early evening and morning local news viewership also is up for the second year in a row, while ad revenue was up 7% in 2014 to nearly $20 billion. Revenue for 2014 evenåÊrose when compared with 2010, the ad-​rich last midterm election year, byåÊ2%. The amount of ad revenue received in 2014 is roughly equal for local TV and for newspapers. (Both are estimates from BIA/​Kelsey.)"

"Newspapers continue to struggle as an industry, but cable news also saw a significant decline. Combined median prime-​time viewership for CNN, Fox News, and MSNBC was down 8% in 2014, according to Nielsen Media Research. Despite the audience drop, revenues were up 4%, according to SNL Kagan. Meanwhile, newspapers saw circulation decline by 3%, according to our analysis of Alliance for Audited Media data, and a BIA/​Kelsey estimate showed advertising revenue was down 4%. Ad revenue is now less than half of what it was a decade ago and daily circulation is down 19% over that same period."

"Among the top 50 digital news sites based on an analysis of comScore data, 39 get more traffic to their sites and associated applications from mobile devices than from desktop," Barthel wrote. "But mobile visitors don‰Ûªt stick around as long: On only 10 of the top 50 digital sites did mobile users spend more time than desktop visitors. (In both cases, the mobile figure exceeded the desktop figure by at least 10%.)"

"Financially, the legacy news industry has made little progress in securing more of the digital dollar. Digital ad revenue across all media grew another 18% in 2014 from 2013, to over $50 billion, but traditional news outlets get relatively little of that pie. Instead, five technology companies took in half of all display ad revenue, with Facebook alone accounting for 24%."

"One area with new momentum: podcasting," according to Barthel. "NPR reports that downloads of their podcasts were up 41% in 2014. The percentage of Americans who have listened to a podcast in the past month has almost doubled since 2008, from 9% to 17% by January 2015, according to Edison Research. And one-​third of Americans ages 12 and over have ever listened to a podcast, up from 11% in 2006."

Take this information and run with it to your advertisers! Especially those who want to advertise during the evening news! AudienceSCAN research found that 43.4% of Americans love watching their local evening news (generally 6 p.m., 5 p.m. or 7 p.m.). Tap into this audience now that we know the news is on the upswing! 25% of this audience lives in a rural area or a small town. And 24% are planning trips to casinos, so get your riverboats on the tube! More than a quarter of Local Evening News Watchers plan to visit eye doctors and pay for new glasses/​prescription sunglasses. And 24% are on the hunt for new mattresses.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.