Media and Conversations Study 2026

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Word of mouth is a critical influencer and form of marketing. To assess and quantify the role of media in influencing conversations, TVB commissioned GfK/NIQ to conduct the Media and Conversations Study. This was a national study composed of 3,000 respondents across demographic groups, political party affiliations, races & ethnicities, as well as key consumer product categories.  Among the study’s key findings is that Broadcast TV assets are critical in affecting conversations about news of the day, local/regional news, weather, sports, traffic, and politics. 

2026 Media and Conversations Categories

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