National vs. Local News Viewing

TVB Analysis: Top TV Markets Dwarf Cable News Net’s National and In-Market Audiences

A Pew Research Center Report released in August 2012 indicated that local broadcast news programming has the highest positive rating for credibility when compared to cable news outlets. TVB further investigated this claim, seeking to prove that local broadcast news not only had strength in credibility, but also in numbers. Looking at the most recent May 2012 sweep period (4/26/12-5/23/12), TVB compared the primetime audience delivery of the national cable news networks (6p – 12 midnight) against the early and late local broadcast news in the #1, Top 3 and Top 10 measured U.S. markets. The numbers speak for themselves… More >>

TVB Analysis: Local News Viewers More In-Line with America’s Voters

Local Broadcast news viewership is much more in-line with today’s voting population. Based on TVB’s analysis of Nielsen Media Research data in May 2012 (4/26/12 – 5/23/12) and U.S. Census data from the last Presidential election (2008), only 19 percent of voters are Americans over the age of 65. With 50 percent of its audience among adults 65+, national cable news networks (CNN, CNBC, FOXNC, HLN and MSNBC) are courting older Americans who aren’t voting, while dramatically under-serving younger Americans who do. The largest group of voters fall between the ages of 35 and 54 (39%), closely mirroring the local early and late evening news viewership in the Top U.S. markets (32%)… More >>

National News Comparison

A yearly analysis of ratings delivered by the broadcast and cable networks’ evening news.


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