Research
Data-backed insights that prove the power of local broadcast TV.
TVB’s Research hub brings together trusted studies, category insights, and measurement analysis that help advertisers and agencies understand how local broadcast TV drives awareness, consideration, and results. From consumer behavior and media usage to category-specific performance and campaign effectiveness, these resources are designed to support smarter planning, stronger proposals, and more confident conversations with clients.
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What has been added or updated in the last quarter?
What has been added or updated?
Find the Resources You Need
TVB’s Research hub brings together trusted studies, category insights, and measurement analysis that help advertisers and agencies understand how local broadcast TV drives awareness, consideration, and results. From consumer behavior and media usage to category-specific performance and campaign effectiveness, these resources are designed to support smarter planning, stronger proposals, and more confident conversations with clients.
Studies & Reports
TVB Insights
Nielsen’s Gauge Pie
Broadcast & Streaming
Measurement
Ad Spend & Analytics
Programming
TV Basics
Studies & Reports
Browse key findings and reports that highlight the effectiveness and reach of local broadcast TV.
TVB Insights
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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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Broadcast & Streaming
Support smarter advertising with side-by-side insights into broadcast and streaming trends, viewer habits, and cross-platform strategies.
Measurement
Resources and tools for understanding audience metrics, including post-analysis guidelines and reporting support.
Ad Spend & Analytics
Dig into the dollars behind local broadcast advertising. This section highlights TVB’s reports, tools, and third-party data partnerships that break down national and market-level ad spend, political campaign allocations, revenue trends, and more.
Programming
Explore programming trends and strategies that drive results across different broadcast categories.
TV Basics
TV Basics is a quick reference guide to measurement, trends, and ranker statistics available on the TVB website. Connect to the information you need, when you need it.
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Planning & Buying
Quickly access key resources on TV advertising trends, placement strategies, and audience behavior to support smarter media planning and buying decisions.
- Commercial Television Stations
- DVR Trends
- Over-The-Air Broadcast Television (OTA)
- 2024-2025 Monthly HUT/PUTs
- National TV Household Penetration Trends
- Latest Monthly Top 100 – A18-49
- Latest Monthly Top 100 – A25-54
- Syndication – Adults 18+ and 25-54
- Syndication – Women 18+ and 25-54
- Top A25-54 Syndicated Programs
- Top P2+ Sports
- Top Sports and Specials Tracks
- TV Activity by Commercial Length
- TVB Insights Weekly TV Performance Metrics
- Broadcast Calendar & Nielsen Survey Dates
- Research 101
- Dayparts Code
- Glossary
National & Local Planning Tools
Find tools that connect national insights with local market data, helping you plan campaigns that perform at every level.
Government Data Resources/Indicators
Reference trusted government data such as the U.S. Census and Consumer Price Index to guide forecasts and understand consumer trends.
Sports Reports
Stay up to date on pro teams, top programs, and audience engagement trends in sports — a high-value area for advertisers.
How to Execute Co-Op Campaigns
Walk through the fundamentals of executing co-op campaigns and decoding co-op plans. With straightforward guidance and a supporting PowerPoint, you’ll learn how to maximize manufacturer contributions and navigate key co-op terms with confidence. File is available to members only—sign up here for access.
Additional Studies & Metrics
Access specialized studies on political spending, digital performance, buying power, and more for deeper insights into advertising effectiveness. Files will appear when logged in, as these files are available to members only—sign up here to access them.
Research Content Updates | Q1 2026
A digest for TVB members of what is new and what has been updated in the research area of the website. View the latest below.
New Content
- 2026 Purchase Funnel Study
This study identifies the importance of media platforms that influence consumers during the purchase decision process. It focuses on consumers exposed to advertising across six categories through ANY of 20+ media platforms. - 2026 Media Comparisons Study
A 2026 update of TVB’s key industry resource for multimedia usage and effectiveness. The study examines over twenty media platforms in traditional and digital media spaces including streaming platforms of various types. - 2026 Sports Survey
The 2026 Sports Survey focuses on the media preferences of the sports viewer, with particular emphasis on sports enthusiasts. - Nielsen’s Gauge: Focus Matters!
Using Nielsen’s data, TVB is providing an ad-supported Gauge monthly. TVB’s version goes a few steps farther by breaking out the key P18+ demo as well as share of ad-supported viewing without YouTube’s short-form content.
Updated Content
- Over-The-Air Broadcast Television (OTA)
TVB’s analysis of national media related UE trends and the specific impact on the trend of Over-The-Air Broadcast TV. Updated with Feb’26 data. - Sports & Specials
Performance tracks in both Nielsen & Comscore for the latest and greatest televised live sports and events on broadcast, including the Super Bowl. - Guide to the 2026 Political Races
Get informed for the upcoming election season with the 2026 TVB Election Guide. From ad spending trends to strategic insights, this guide helps broadcasters prepare for political advertising opportunities in every race, every market, and every platform. Includes upcoming election info on Senate & Gubernatorial elections. - TV Basics
Quickly access key resources on TV ad trends, placement strategies, and audience behavior to support smarter planning & buying decisions. Updates with Top 100 Sports ranker and HUT/Put Trends. - Ad Spend & Analytics
Ad Dollar Allocation for Spot TV, Spot Revenue Market Ranking, Media Spending: U.S. Totals & Market Breakdowns, and TV Ad Spending have been updated with full year 2025 data.
TIP Transaction Standard
The TIP (Television Interface Practices) Transaction Standard brings the TV industry together to simplify and automate the buying and selling of local broadcast advertising.
Developed collaboratively by broadcasters, agencies, and technology partners, TIP creates a unified framework that enhances efficiency, reduces manual work, and enables seamless communication across systems. Explore the resources below to learn more about the initiative and its benefits for buyers and sellers.
