2018 American Conversation Study

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Word of mouth has always been a critical influencer and form of marketing. TVB commissioned word of mouth specialist Engagement Labs (formerly Keller Fay) to identify outside sources that drive consumer conversations and the role of individual media platforms in those conversations. The study provides insights into how Americans perceive the news they access through all media platforms. Learn what news platforms Americans trust most and where “fake news” is most prevalent. Find out what Americans are talking about, their feelings about media and how this differs among political parties and opinion leaders for key categories.


Source: Engagement Labs TVB American Conversation Study 2018

Local Broadcast News is the Most-Trusted


Source: Engagement Labs TVB American Conversation Study 2018

What Influences Conversations, Key Findings:

  • 76% of all conversations take place face-to-face
  • Americans have the most conversations about News Of The Day
  • Media can affect conversations
  • Television is the key to sparking and supporting American conversations about news of the day and entertainment.
  • If people could get only 5 TV channels, 4 of them would be Broadcast.

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

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