One time-proven way for marketers to connect with consumers is to advertise on news sources. Consumers of all ages are eager to know what’s going on, not just in their towns, but on a national basis as well. The favorite sources for news are changing somewhat in the digital era, but TV remains a favorite, according to the results of a recent Gallup poll.
Gallup recently surveyed over 2,000 consumers about their favorite sources of news for national and global events. When looking at the entire survey pool, 55% of consumers say they are turning to TV to get their news. However, 21% go online to learn about the news. Another 9% of consumers rely on print publications, such as newspapers, while 6% say the radio serves as their top source.
Marketers should know there is significant correlation between age groups and top news sources. For example, the top group for print readership is age 65 and up. These consumers are likely lifelong readers of traditional newspapers and continue to rely on this source for some of their daily news. Consumers between the ages of 30 to 64 rank highest when it comes to using radio as a news source. These consumers may be in their heavy commuting years and are tuning in as they drive to and from work. Consumers under age 50 have the highest rate of going online, 27%-28%, to obtain their news. This study also revealed that marketers who want to reach highly educated consumers, especially those with post-graduate degrees, should consider advertising in print publications. About 20% of these consumers rely on print to get their news. The same holds true for Democrats. 12% of Democrats read their news from a printed source while only 8% of Republicans do.
For now, TV reigns supreme in the news world. To learn more about cable news watchers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.