BY Kathy Crosett
Earlier this year, the TVB commissioned GfK/NIQ to conduct its Media & Conversations Study. More than 4,000 U.S. adults participated in this study. Researchers wanted to know about the influence that TV and the best TV advertisements have on consumers.
How to Win in the New Competitive Landscape
TV must compete with multiple media formats these days. But the media format maintains a large presence in the lives of consumers. Around 80% of the U.S. adult population discusses something TV-related on a daily basis.
Sure, there are the conversations about weather and local crime. But while people are chatting, they also discuss the ad they saw for a new restaurant or the discount at the local amusement park. These conversations contribute to the ways your accounts can create the best TV advertisements to make an impression on consumers.
How Does TV Compare to Other Media Formats?
Here’s how TV compares to other media formats when it comes to conversations about the news of the day. Share this information with your accounts.
- TV (Broadcast and cable) 37%
- Local Broadcast TV website/apps 29%
- Social media 23%
- Streaming TV with ads 13%
- Streaming video that is not TV 13%
- Radio 12%
- Newspapers (print) 9%
- Podcasts 8%
- Mail 5%
Local News and Consumer Conversations
Analysts also studied digital media formats and their connections to conversations about news of the day. Again, local TV scored at the top of the list shown below.
- Local broadcast TV websites/apps 29%
- Social media 23%
- National broadcast TV news website/apps 20%
- Cable TV news website/apps 16%
What Does Local TV News Bring to Consumers?
Trust rules as a main reason for consumers to turn to local TV news. And when your clients produce the best TV advertisements, they’ll reach their target audience.
Consumers recognize that local TV stations have been around for decades, striving to bring breaking stories and in-depth analysis. They identify with local reporters as they see them on the location of breaking stories — interviewing business owners, politicians and area residents. The professionalism they bring to their work matters.
In an era when deep fakes are populating social media, consumers turn to a source they can trust.
Live Programming
Streaming platforms have been making inroads into one type of programming that linear TV providers sell to advertisers in a big way: professional and college sports. The TVB survey covered that topic too.
They report that consumers still turn to their linear channels for this type of programming. If you’re selling linear TV space, getting your account into the local slots along with their best TV advertisements will drive results. Why? Because consumers will notice and talk about those ads.
According to the Local Media Consortium, around 11% of station revenue comes from sports programming. You don’t want to miss out on this opportunity. Remind your accounts that consumers tune into the action during this type of programming. They’ll also notice the ads.
Key Product Categories and TV Advertising
The TVB survey also asked consumers which media platforms generated the most word-of-mouth conversations for key product categories. The researchers focused on health care services, legal services, auto dealers and restaurants, among others. Again, local TV scored at the top of the list.
The word-of-mouth conversations act as a multiplier across the local population. For example, when consumers discuss the ads that they have seen about a local medical clinic and recommend it based on personal experience, the clinic’s business will increase.
Politics
U.S. consumers were targeted heavily by political advertising in 2024. In fact, the total spending amounted to $11 billion. Analysts believe that over $4 billion was spent on combined broadcast TV advertising (national and local). While political ads generate revenue and strong reactions, consumers are not put off by local TV news.
Regardless of their politic leaning, consumers tune into the stories and programming produced by local TV stations. This behavior holds true both for linear TV and for content that is pushed out to websites and apps.
Trendsetters
In our AudienceSCAN survey, we learned that about 15% of the U.S. adult population can be called trendsetters. These are the people who friends and family often ask for advice about product and brands. Our survey results show that nearly half of trendsetters talk with friends and family about products they seen advertised. These influencers are the types of consumers that your clients can reach with local TV advertising.
Summary
If you’re selling linear TV media space or digital placements for local stations, you’re offering a winning product. Remind your accounts that TV has built trust necessary to attract and retain consumer attention. They’ll notice the best TV advertisements along with the content.
