2020 American Conversation Study

TVB Members: Get the complete study  [member login required, request it now]

Word of mouth has always been a critical influencer and form of marketing, but can media influence word of mouth? To find the answer, TVB commissioned Engagement Labs to assess and quantify the role media platforms have in driving Americans’ conversations. The survey data also provides insights into how Americans perceive the news they see and hear today through all mediums and highlights the major topics that Americans are discussing in their daily conversations across political party affiliations, race, ethnicity, and product category opinion leaders.


Source: Engagement Labs TVB American Conversation Study 2020
Base: Conversations (News of the Day, n=2253); Q8/Q9 Which of the following comes closest to describing what prompted or sparked the conversation? ; Ranked by TV. Something else/Nothing else not shown.

Local Broadcast TV News is the Most-Trusted


Source: Engagement Labs TVB American Conversation Study 2020
Base: Total Public, n=2000; Q14, Q16, Q17 top 2 boxes.

Category Opinion Leaders


Base: People (Total, n=2000); Q13) Feelings about news summary: Top 2-box (Strongly Agree + Somewhat Agree)
Note: Opinion Leaders = Give advice for each category
Source: Engagement Labs TVB American Conversation Study 2020

What Influences Conversations, Key Findings:

  • 72% of all conversations take place face-to-face.
  • Americans have the most conversations about personal and lifestyle topics, and the news of the day.
  • Media can affect conversations.
  • Television is the key to sparking and supporting American conversations about the news of the day and entertainment.
  • If people could get only 5 TV channels, 4 of them would be broadcast.
  • Key product category opinion leaders often bring up stories they heard on the local news in their daily conversations.

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

© 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