Download full study | Hispanic study
Starting in March 2020, the country began dealing in earnest with the threat of COVID-19/Coronavirus, which was declared a global pandemic on March 11th. The crisis has forced millions of Americans to stay home, while the phrases, “social distancing” and “self-quarantine” have taken over the media and become part of our daily conversation.
TVB commissioned Dynata to conduct a study during this unprecedented time to determine the pandemic’s impact on people’s attitudes about and consumption of media. The study fielded April 1-7, 2020, was comprised of over 10,000+ adults, 18 years and older, across 10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, and Washington.
The research validates the power of television and highlights broadcast TV as the medium of choice to help Americans navigate through this unprecedented time.
Some key findings:
- Broadcast TV has the highest reach (81%) among the different platforms measured including cable TV, social media, and government websites, among others. This is also true for P18-34, P25-54, and P35+ as well as in city/urban, suburban, and rural areas, African American and Hispanic.
- Local broadcast TV is #1 for trust among total P18+, P25-54, P35+, city/urban, suburban, and rural adults.
- Respondents felt that broadcast TV news gave them the best information & updates pertaining to the Coronavirus.
- Over two-thirds of respondents noted that the virus has had quite a bit/dramatic impact on their lives, with most respondents staying at home.