TV Still Tops for Audience Reach, Influence

Earlier this month, I posted a report about how the TV business model is likely to remain intact for a few years yet. Another study on TV audiences came out last week and provides more data on the reach of this format. According to the TVB Media Comparison study carried about by Knowledge Networks, TV is still tops in terms of audience reach.

On a daily basis, TV reaches more people than other forms of media:

  • TV 88.3%
  • Internet 73.1%
  • Radio 58.8%
  • Newspaper 36.1%
  • Mobile phone 27.8%
  • Magazines 24.8%
  • Tablet 11.7%

The TVB study shows that in the past 2 years, only the Internet, mobile phones and tablets are growing in terms of reach. Much has been written about younger demographics moving away from TV but this study shows otherwise. Some groups such as 18–34 year-​olds and 25–49 year-​olds are actually spending more time with TV every day.

TV ads continue to make an impression on viewers as well. Over half of consumers who see a TV ad for a product turn to the Internet to find more information,  a detail which points to the need for multichannel marketing campaigns.

One of the best ways for marketers to reach a large audience is to buy air time during news programs. About 37% of adults say broadcast TV is the main source of their news and 10.2% turn to cable news channels. Local news programming also fares well against other traditional media formats  especially in the 35–64 age group and the 65+ group. However, the Internet has taken first place as a news source for younger consumers.

While the online formats are attracting a growing audience, TV is still maintaining a solid position and performing well for marketers.

[Source: Media Comparisons 2012. TVB Local Media Marketing Solutions. 2012. Web. 29 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.