GfK Research Study Reveals Time Spent with Traditional TV is 16% Greater than Time Spent with all other Media Platforms Combined


Comprehensive Results of the Study will be presented on September 29 at Forward 2016 – Broadcast Television’s Annual Leadership Conference

NEW YORK, NY (September 7, 2016) – GfK, a trusted leader in market research, in collaboration with TVB, the not-for-profit trade association for local broadcast television, today announced preliminary results from the “Media Comparisons 2016” research study with findings that American consumers spend more time with television than all other ad-supported media platforms combined. The study also revealed that consumers overwhelmingly trust local broadcast TV news over any other source.

The study compares ad-supported media platforms in terms of reach, influence, engagement, trust and time spent among important demographic groups. TVB will present comprehensive key insights at Forward 2016, broadcast television’s annual leadership conference, on September 29 in NYC. At that time a white paper will be made public at

“While media proliferation continues, results from the Media Comparisons study again confirm television’s dominant position as a reliable, proven marketing solution that presents accountable, measurable advantages for brand managers, advertisers and political campaigns seeking to reach target audiences and influence decisions,” said Steve Lanzano, President and CEO of TVB. “Study findings show that adults 18+ spend nearly five hours a day with traditional television, or 16% more time than is spent on all other ad-supported media combined. In addition, local broadcast TV news remains the primary and most trusted resource for news and information, while social media received some of the lowest marks.”

Key study findings:

  • Adults 18+ spend 4 hours and 54 minutes with television compared to the next three highest categories radio (62 minutes), e-mail (56 minutes) and social media (50 minutes)
  • Local broadcast TV news serves as the primary TV news source for 22% of adults 18+, compared with network TV news (14%), cable news channels (13%)
  • Broadcast news websites and apps serve as the primary news source for 10% adults 18+, compared with all other internet news (8%) and social media (7%)
  • For digital news, 68% of adults 18+ cited local broadcast TV news websites and apps as the most trusted compared to all other internet news (48%) and social media (31%)
© 2016, Television Bureau of Advertising, Inc. All rights reserved. Republication and redistribution of this report in total, other than by TVB members or its authorized agents or designees, without written permission is strictly forbidden. Any republication, in whole or in part, must include credit to TVB and its sources. Terms of Use.
Web Site Designed by Personify Corp