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The 2024 Media Comparisons Study, conducted by GfK and commissioned by TVB, continues to be a key industry resource for multimedia usage and effectiveness. This study explores the many ways individuals consume traditional and digital media, as well as free and paid ad-supported and advertising-free streaming platforms. The study not only compares reach and time spent for over 20 different media, but it also looks at what the top and most trustworthy news sources are, as well as the level of community involvement and motivation to do further research online.
These findings are also broken down by demographics, ethnicity, and product category. The 2024 Media Comparisons Study once again confirms the power of television and continues to highlight broadcast TV as the top medium for both viewers and consumers.
Some key findings
- TV has the highest reach and time spent of all media platforms studied, for all age groups and categories measured.
- Most TV viewers are reached through broadcast TV.
- 88% of the time spent viewing TV & movie programming is done on the TV Set.
- Broadcast websites add more reach to Broadcast TV than cable.
- If adults watch streaming on a TV set, they are reached by Broadcast as well.
- Local Broadcast TV is turned to most for local news, even for streamers.
- Local TV news is the most trusted news source. Local TV News websites/apps are the most trusted digital source. Social Media is the least trusted platform.
- Television ads are motivation to do further research online.
QO3 – Has an advertisement on television motivated you to go the Internet to find out more information about that product or service?
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.