2020 American Conversation Study: Political

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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 across platforms and highlights the major topics Americans are discussing in their daily conversations and across political party affiliations.


Source: Engagement Labs TVB American Conversation Study 2020, news of the day conversations


Source: Engagement Labs TVB American Conversation Study 2020

Political key findings:

  • Television is the key to sparking and affecting Americans’ conversations, especially political conversations.
  • Over the last four years, more and more Americans are talking about politics.
  • If Republicans & Democrats could only choose 5 channels, their top 4 choices would be broadcast networks.
  • Local broadcast TV is the primary source of news for both Democrats & Republicans.
  • Local broadcast TV news assets are highly trusted by both political parties, while social media is the least trusted.

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

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