NEW YORK, NY – May 25, 2010 – Television continues to dominate the media usage habits of Americans, topping the Internet, magazines, newspapers, and radio on a number of important measures, according to new results of a Knowledge Networks survey commissioned by TVB.
"These results reaffirm the findings of other studies, such as the Council for Research Excellence's Video and Consumer Mapping Study as well as Nielsen's Three Screen Report," said Susan Cuccinello, SVP – Research, TVB. "Television delivers impactful advertising and also connects with consumers through strong news performance."
TVB's 2010 Media Comparisons Study shows, by every measure, television reaches more consumers every day than newspapers, magazines, radio, the internet and mobile media, and that more time is spent with television. This reaffirms the findings of other studies, such as the Council for Research Excellence's Video and Consumer Mapping Study as well as Nielsen's Three Screen Report. Television also delivers impactful advertising and connects with consumers through strong news performance.
Among the key findings of the 2010 Study:
People spend significantly more time with television that with any other medium, and television maintains the highest reach.
Consumers credit television advertising with higher impact scores.
Broadcast television is noted as the key source for news.
Local broadcast television station websites also connect with high percentages of consumers.
The "go to" source for multi-media comparisons since the 1970s, the Media Comparisons Study has been frequently adjusted to more accurately reflect the changing media usage patterns of American consumers. In 2000, TVB initiated a series of questions on how Americans choose to get their news and information. In 2008, the association added questions on local broadcast television station websites, and the kinds of websites respondents turn to for local news and information. Now in 2010, TVB added mobile to the competitive media set, teens to the demographics, and engagement to the measures of advertising effectiveness.
The not-for-profit Television Bureau of Advertising is the trade association of local television broadcasters. Its members include television broadcast groups, advertising sales rep firms, and more than 500 individual stations.