May 2020 Viewing Analysis: 

Local TV News Holding its Own & Then Some

Download: May 2020 Week-by-Week Analysis

COVID-19 in 2020 has changed American media consumption dynamics. As soon as the pandemic started spreading, we saw dramatic increases in local broadcast TV news viewing.

Now, three months in, local broadcast TV news continues to be a go-to critical source for viewers.

TVB analyzed viewership over the 5 weeks of May 2020 and found that evening and late news have maintained a consistent level of impressions in key demos on a week-by-week basis, with an increase the last week of the month.

Key findings:

  • Evening and late news had significantly higher levels of viewing for each week of May 2020 versus the same week in 2019.
  • This was true for all demos analyzed: A18+, A18-34 and A25-54.
  • The first 4 weeks of May maintained a consistently higher level, with an additional viewing spike in week 5 due to breaking news covering the Black Lives Matter protests.

Source: Nielsen, NLTV, A18-34 Imps (000) and % Increases Vs. 2019 for the cume of each program’s weekly average impressions in the 25 LPMs. M-F Evening News 4-8p. ABC, CBS, CW, Fox, NBC, Tel, Uni

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

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