2018 Media Comparisons Study

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The 2018 Media Comparisons Study, conducted by GfK, is a key industry resource for multi-media usage and effectiveness. The study compares reach and time spent for ad-supported media including TV, radio, newspapers, magazines, streaming, social media and email. 

The study also reveals people’s attitudes toward news sources and how media motivates them to learn more about a product and influences their purchase decisions.


Source: GfK TVB Media Comparisons Study 2018. Respondents were given 50 choices of Broadcast and Cable Networks with an option to write in a network.

Some key findings:

  • If respondents could only view five TV networks, four out of five chose a broadcast network.
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  • TV reaches more people, and people spend significantly more time with TV each day than they do with radio, email, social media, streaming TV and search.
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  • Consumers credit TV ads as the most influential medium in making a purchase decision.
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  • All demographics, including adults 18-34, spend the most time with TV versus any other media.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.

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