TVB Survey Confirms Viewers Overwhelmingly Choose Local Broadcast TV For Washington Capitals’ Stanley Cup Victory and Celebration News
NEW YORK, New York (June 14, 2018) – TVB, the not-for-profit trade association of America’s local broadcast television industry, today released a proprietary “Stanley Cup Celebration Coverage” survey conducted by Research Now, a global expert in online market research data. The proprietary analysis revealed that Washington D.C.-based fans of the Stanley Cup winning Washington Capitals overwhelmingly chose local broadcast television as their preferred news source for coverage of and information on the team’s victory celebration events and plans to view the victory parade. This year’s Stanley Cup Finals featured a historic pairing of the expansion franchise, Vegas Golden Knights, and the Washington Capitals who until last week had never won a Stanley Cup since entering the league in 1974, guaranteeing a first time champion and intense local community interest.
TVB President and CEO Steve Lanzano said, “Time and time again high-profile live events such as sports featuring the hometown team are massive draws for local affiliate stations. This was confirmed with the Washington Capitals’ game five Stanley Cup clinching win delivering a 25.2 household rating in Washington D.C. versus a national household rating of 3.9. When communities and fans are searching for reliable and timely information on historic local accomplishments, they turn first and foremost to local broadcast television. The local NBC affiliate airing the game featured an expanded news telecast which delivered an average household rating of 11.4 and a peak of 16.0, with other broadcast networks getting “prime like” ratings of their celebration coverage. In the immediate days following the win, the overwhelming majority of local area fans indicated local broadcast TV was their top coverage choice of the victory celebrations going on in DC after the win, making it today’s local community meeting place.”
Research Now surveyed 500 adults over the age of 18 in the Washington D.C. (Hagerstown) DMA who had seen or heard any coverage of the celebration on any media. They were then queried on their time spent with media sources covering the celebration within 24 hours after the Capital win. Key highlights from the survey include:
- News Source - 84% of respondents used local broadcast TV news for information on the Washington Capitals’ victory celebration
- Time Spent - At two hours and 19 minutes, respondents spent more time on local television than any other news source on average in the first 24 hours following the Stanley Cup clinching win
- Reliability – More than twice as many people relied on local TV for information on the victory celebration than they did on national broadcast and cable news
- Community – At 55% of respondents, local broadcast television was the overwhelming choice for respondents who planned to watch, listen to, or read about any part of the Washington Capitals’ victory parade
- Information- Respondents’ top reasons for watching local TV news (62%) and using local TV news websites and apps (52%) during the celebration were that they wanted “local Washington, D.C. news and insights” Another top response was “I trust information from local anchors/local stations websites and apps”.