An analysis of March viewing data finds that a single night of Local TV news drew greater audiences than the NFL First Round Draft, the Academy Awards, and Monday Night Football.

“TVB is taking a decisive step to go virtual this year to safely provide the first-class content our audience expects from the Forward Conference,” said Steve Lanzano, President and CEO of TVB. “We’re calling this year’s event (Alt) Forward 2020 to reflect an alternate approach to delivering top-notch programming for our members and partners, and driving value for our sponsors.”

Topline findings from the Dynata Coronavirus Media Usage Study conducted April 1-7 of 10,000+ adults, 18 years and older, across 10 states, many of which have been the hardest hit by the COVID-19 pandemic – California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, and Washington. The study was released by the Television Bureau of Advertising (TVB), a not-for-profit trade association.

TVB’s analysis found substantially increased levels of broadcast TV viewership, especially among adults 35 and older. These viewers want to hear about their communities straight from the sources they trust the most—their local broadcast stations. The data shows that local broadcast TV will be key to campaigns in reaching this critical demographic during an election year.

TVB analyzed Nielsen TV viewing in the 25 LPM markets from seven major broadcast networks (ABC, CBS, NBC, FOX, CW, Telemundo, Univision) for the first two weeks of March 2020, comparing them to the same time in 2019. Among key advertising demos (adults 18+ and adults 25-54) and dayparts, there was a significant increase in local broadcast TV viewing.

TVB announced the launch of the NEXT Women initiative. Underwritten by WideOrbit, NEXT Women helps identify, prepare and advocate for women in the local broadcast television industry as they aspire to advance to senior roles.

Broadcast TV is the primary source of news for Michigan’s Democrats, Republicans, and Independents

TVB released research conducted on South Carolina voters, ahead of the South Carolina Democratic Primary, to gain an understanding of what media platforms may have the most influence on South Carolinians.

The 2020 Media Comparisons Study, conducted by GfK, is a key industry resource for multi-media usage and effectiveness. The study looks at how individuals consume ad-supported media – both traditional and digital. It explores reach, time spent, and the role each medium plays in motivating consumers to learn more about a product or service – and what ultimately affects their purchase decisions.

TVB released its 2020 American Conversation Study in partnership with Engagement Labs earlier this week.The results couldn’t be clearer—if you’re a marketer, you can’t afford to under-utilize TV, especially local broadcast TV.

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