2023 American Conversation Study

Presented by: Hadassa Gerber, EVP, Chief Research Officer, TVB

Word of mouth continues to be a critical influencer and form of marketing. This study examines the effects of media on word of mouth marketing, including the most influential platforms for news of the day and political conversations.

Questions addressed:

• Which medium is the strongest conversation driver – broadcast, cable, or streaming?
• What are people’s attitudes toward news sources for trust, believability, and shareability?
• What are attitudes among opinion leaders in key categories, ethnic groups, and political affiliations?
• As we head into the 2024 presidential election cycle, what kinds of political conversations are Americans having, what issues motivate them, and do they plan to vote?

To find the answers to these questions and more, TVB commissioned Engagement Labs to assess and quantify the role media platforms have in driving Americans’ conversations across demographic groups, political party affiliations, ethnicities, and product categories.

Join Hadassa Gerber as she highlights media’s influence on the American conversation.