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Media & Conversations Study 2026
The latest study from TVB is the 2026 Media & Conversations Study. Research has shown that word of mouth can have a significant impact on consumer behavior, and, using GfK/NIQ, we set out to assess and quantify the role that media platforms play in influencing conversations. Between March 25 and April 6, 2026, 3,000 adults were asked to recall conversations from the last 24 hours and then asked a series of questions.
Among the findings:
- 75% of respondents had conversations about topics including: “news of the day,” “personal / lifestyle,” and “products and services.”
- The topics that local TV broadcast news stations cover are some of the most popular conversation topics, including weather (60%), national/international news (49%), politics (44%), and local/regional news (43%).
- At least seven out of ten respondents had conversations about topics that local TV station news covers, such as “news of the day” and “local/regional, sports, weather, traffic news.”
The study includes the types of influences measured and respondent’s attitudes towards news, presented together and also broken out by key demographics and consumer categories. Be sure to check this out!
Find it in Research: TVB has 2024 & 2025 monthly primetime HUT/PUTs trends in TV Basics, including trends for households, adults 18+, 18-34, 18-49, 25-54 and 55+.
Our featured market this week is Lexington, Kentucky.
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