Overwhelming Majority of Mississippi Voters: We Trust Local Broadcast TV



03/12/2019


TVB’s latest research shows that Mississippi voters trust and respond to local broadcast TV

Jackson, Mississippi - Tuesday, March 12, 2019 - TVB, the not-for-profit trade association of America’s local broadcast TV industry, today released a proprietary survey of Mississippi voters conducted by Dynata (formerly Research Now SSI), a global expert in online market research data. The voter media usage research in Mississippi reaffirms results seen nationally and across multiple states individually: voters trust and respond to local broadcast TV.

“Results in Mississippi affirm, once again, the potency and efficacy of local broadcast television. Voters continue to view and respond to news on their local broadcast TV stations,” said TVB President and CEO Steve Lanzano. “Over 80 percent of all voters said that they trust news from local broadcast television.”

The survey, administered by Dynata (formerly ResearchNow SSI), finds that:

  • Voters Trust Local Broadcast TV News:
    • 83 percent of Mississippi voters state that they trust local broadcast TV news, more than any other media category. Only 60 percent trust cable, and 37 percent trust social media.
    • This includes 79 percent of Republicans, 91 percent of Democrats and 82 percent of Independents, who responded that they trust local broadcast TV news. Social media was the least trusted for all parties.
  • Voters Respond to Local Broadcast TV’s Veracity:
    • 82 percent of Mississippi voters state that they would believe something they hear via word of mouth if they were told it came from local broadcast TV.
    • This includes 82 percent of Republicans, 84 percent of Democrats and 80 percent of Independents, who responded that they would believe something they hear via word of mouth if they were told it came from local broadcast TV.
  • Voters Recognize Local Broadcast TV’s Veracity:
    • Only six percent of Mississippi voters state that “fake news” is “most prevalent” on local broadcast TV, as opposed to 54 percent of respondents who cited social media.
    • This includes five percent of Republicans, seven percent of Democrats and only four percent of Independents, who stated that fake news is “most prevalent” on local broadcast TV. This contrasts with 54 percent of Republicans who cited cable, and 59 percent of Democrats and 61 percent of Independents who cited social media as “most prevalent” for fake news.

Lanzano continued, “Results show that 83 percent of Mississippi voters – including over 85 percent of Mississippi Republicans, Democrats and Independents, respectively – saw an ad on broadcast TV in the past day, more than any other media platform. Broadcast TV is both the most trusted and effective medium in reaching voters across Mississippi, making it an effective tool for the state’s upcoming elections.”

This latest research was conducted from January 14 to January 31 via an opt-in survey of 1,000 Mississippi respondents. To qualify, respondents needed to be a registered voter and to have been exposed to any of over 20 media yesterday, either traditional or digital.

For more information on voter media usage, visit the Voter Funnel Study page.

About TVB:
TVB is the not-for-profit trade association representing America’s $21 billion local broadcast television industry. Its members include over 800 individual television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters and associate members.

About We Get Voters:
We Get Voters is a campaign created by the Television Bureau of Advertising (TVB) to promote local broadcast TV’s voter influence and political impact

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