National vs. Local News Viewing
Cable News has Personalities but Broadcast News has Ratings
News consumption is growing and viewers have many choices in how to get their news. Network and local cable news has gained a lot of press with personalities like Bill O’Reilly, Chris Mathews, and Anderson Cooper. But does the notoriety translate to viewers?
TVB studied broadcast and cable ratings over the course of a year to compare ratings impact for national network and cable news vs. local news viewing. The results were revealing. Not only are more viewers turning to broadcast, the audience levels beat cable by 200+ percent:
Source: The Nielsen Company; B'cast = M-F Evening News, Cable = M-F 6P-12M
And local broadcast is the clear audience leader, out-delivering network and out-delivering cable by margins of more than 6 to 1:
Source: The Nielsen Company; B'cast = M-F Evening News, Cable = M-F 6P-12M, 2010 = 4 sweep average
TVB analyzed 5 of the top 50 markets and the local broadcast story was just as strong.
View the full National vs. Local News study PPT
Additional studies show Broadcast also draws the most viewers during breaking news.When President Obama addressed the nation about the budget debt limit, more viewers across the country watched on local broadcast stations over cable news networks. Broadcast stations averaged a 16.3 Household ratings, while cable news averaged a 5.8 Household rating: |
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| Market | Broadcast Station Ratings HH* |
Cable Network Ratings HH* |
% Broadcast Advantage |
| New York | 19.6 | 5.3 | 270% |
| Los Angeles | 10.5 | 3.9 | 169% |
| Chicago | 16.2 | 6.2 | 158% |
| Philadelphia | 15.7 | 6.1 | 157% |
| Dallas | 16 | 4.7 | 240% |
| San Francisco | 11.9 | 4.8 | 148% |
| Boston | 19 | 6.9 | 175% |
| Atlanta | 18.1 | 8.1 | 123% |
| Washington DC | 16.1 | 7.5 | 115% |
| Houston | 20.1 | 4.3 | +367% |
Source: The Nielsen Company, July 25, 2011
Resources:
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