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2020 Media Comparisons Study

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The 2020 Media Comparisons Study, conducted by GfK, is a key industry resource for multi-media usage and effectiveness. The study explores the ways that individuals consume ad-supported media – both traditional and digital. It compares reach, time spent, preferences and the role each medium play in motivating consumers to learn more about a product/service - and what ultimately influences their purchase decisions.

The study additionally reveals where people get their daily news from, and which sources they feel are most trustworthy; responses varied demographically, ethnically and by product category.


Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.


Source: GfK TVB Media Comparisons Study 2020. M-S 5A-1A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.


Source: GfK TVB Media Comparisons Study 2020. Respondents were given 50 choices of Broadcast and Cable Networks with an option to write in a network.

Some key findings:

  • TV delivers the highest reach, and all demographics, including adults 18-34, spend more time with TV each day than they do with any other media.
  • If respondents could only choose five TV networks, the top four would be on broadcast TV.
  • TV ads are the most influential medium in purchase decisions and are the top motivator to learn more about products/services.
  • Local broadcast TV news is the most trusted news source, over every other source

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

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