—Young Adults Cite Local Broadcast News as their Top Driver of Conversation—
—TVB Unveils New Research on Currency of News Content—
New York, September 18, 2013 – Local Broadcast News influences more conversations of Americans than any other medium, according to findings in a new research study unveiled today by the TVB, the not-for-profit trade association of America’s commercial broadcast television industry. “The American Conversation” study was introduced today by TVB’s Chief Research Officer Stacey Lynn Schulman at the organization’s annual industry-leading Forward Conference during a session focused on Local Broadcast TV News.
Drawn from a sample of 2,011 American adults 18+, weighted to demographically reflect the 2010 U.S. Census, the study was conducted by The Keller Fay Group, a full-service marketing research and consultancy dedicated to Word-of-Mouth marketing. Respondents were queried about the details of over 9,000 online and offline conversations in April 2013.
Television was the “spark” or the source of information for 55% of all “News of the Day” conversations, three times more than Online Media (18%) and six times more than Seeking Advice (9%).
News of the Day topics generate more conversations, 9.0 per day, on average, than any other, including Personal/Lifestyle topics (8.1 per day) and Entertainment topics (5.5 per day). Local broadcast television delivers the news that feeds most of these conversations, with 82% of people talking daily about Weather, 75% about National or International News, 63% about Local News, 49% about Sports and 42% about Traffic. And when it comes to discussing Products and Services, advertising seen on Local Broadcast News is 30% more likely to spark or inform those conversations than that seen on Cable News.
“One of the most fascinating findings in the study was that young people still rely on local broadcast news to fuel their daily conversations,” explains Stacey Lynn Schulman, Chief Research Officer of the TVB. “Despite the belief that young people have disengaged with watching news, young adults claim that Local Broadcast News content drives a higher percentage of their daily conversations than most other television genres – more than Cable News, Sports, and even Primetime programming. Local broadcast stations are disseminating news today across a wide range of platforms and devices, from the Internet to Mobile DTV and tablet apps, making it easy for Americans young and old to stay connected and informed throughout their day.”
The American Conversation study also concluded that 77% of daily conversations take place face-to-face, versus 8% occurring Online. “This just reinforces the importance of what ‘local’ means to our conversations,” noted Schulman. “You can’t get much more local than being in the same room.”
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.
About The Keller Fay Group
The Keller Fay Group is a full-service marketing research and consulting company dedicated exclusively to word-of-mouth marketing. Keller Fay's TalkTrack® is an award winning research tool that tracks all forms of word of mouth about products, services and brands. The firm was founded by Ed Keller and Brad Fay, co-authors of the recently published book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace. Keller is also coauthor of highly acclaimed 2003 best seller, The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat and What to Buy."