TVB RELEASES SURVEY ON CONSUMER MEDIA HABITS
AND PERCEPTIONS
Television dominates in reach, time spent and other important measures
NEW YORK, April 15, 2003 -- Television dominates the media usage habits of Americans, outscoring the Internet, magazines, newspapers, and radio on a variety of important measures, according to a Nielsen Media Research survey commissioned by TVB. The results were released at TVB's 2003 Annual Marketing Conference, held at New York's Jacob Javits Center.
The survey of 1,017 adults was conducted in a two-week period in January.
Among the major findings:
- Television reaches more adults each day than any other medium (90% of those surveyed reported watching television in the previous 24 hours as opposed to 72.8% who listened to radio, 65.2% who read a newspaper, 51.1% who used the Internet, or 48.0% who read a magazine).
- Adults spend significantly more time with television than with other media (258.4 minutes in the previous 24 hours as opposed to 120.7 minutes for radio, 65.8 minutes for the Internet, 32.4 minutes for newspaper, and 18.3 minutes for magazines).
- Americans say television is the medium where there are most likely to learn about products or brands (57.2% cited television, 17.0% for magazines, 12.6% for newspapers, 9.8% for the Internet, and 3.4% for radio).
- Broadcast television is cited by more adults as their primary news source than they do other mediums (broadcast TV was named by 43.6%, cable TV by 28.0%, newspapers by 12.1%, radio by 9.2%, public TV by 3.9%, and the Internet by 3.2%). Asked to name their first source for local weather, traffic or sports, 48.1% named broadcast TV, 17.3% cited cable TV, 14.2% said radio, 9.4% cited the Internet, 7.7% named newspaper, and 3.4% cited public TV. Asked which was their most influential news source, 46.6% of adults named broadcast TV (as opposed to 36.9% for cable TV, 6.4% for newspapers, 4.4% for public TV, 3.7% for radio, and 1.9% for the Internet.
- Asked to cite which medium was the most involved in their community, 50.4% named broadcast TV (as opposed to 22.4% for newspapers, 14.1% for radio, 6.3% for cable TV, 5.3% for public TV, and 1.5% for the Internet).