Research

Data-backed insights that prove the power of local broadcast TV.

RESEARCH Page Tutorial

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.

Find the Resources You Need:

What has been added or updated in the last quarter?
Research content updates
Studies & Reports
TVB Insights
Nielsen’s Gauge Pie
Broadcast & Streaming
Measurement
Ad Spend & Analytics
Programming
TV Basics
What has been added or updated?

Research Content Updates

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.

Person holding paper with graphs and charts

Studies & Reports

Magnifying glass laying on top of blue graphs and charts.

TVB Insights

Nielsen’s Gauge Pie

Broadcast & Streaming

Flat lay of calculator, rulers, and protractor on teal background, ideal for educational concepts.

Measurement

Ad Spend & Analytics

Closeup image of a remove with the button of TV Guide.

Programming

Person holding remove pointed toward TV.

TV Basics

TVB Insights

Advertisers & Agencies: Get Insights weekly newsletter.
TVB Members: Get Insights weekly newsletter by creating a member account. Visit My Profile to Manage Newsletter Preferences.

NBA & NHL FINALS SCORE BIG!

The champions have been crowned. The New York Knicks won the NBA Finals and The Carolina Hurricanes won the Stanley Cup. Fans of both sports tuned in to ABC for both events. 

  • Nationally, ABC peaked with an exciting game 3 of the NBA Finals, delivering a 10.9 live+1 household rating, equal to over 14 million households.
  • KSAT in San Antonio hit a 28.4 live+1 household rating (316,000 households) with game 4 of the NBA Finals.
  • The New York Knicks clinched the championship in game 5, where WABC in New York delivered 1,573,000 households (a 20.1 live+1 household rating).
  • Local live+1 numbers are available for all games except game 6 of the NHL Finals, where the Carolina Hurricanes clinched Lord Stanley’s Cup. For this match, we used live+same day deliveries. Even so, WTVD delivered a 13.0 live+same day household rating, equal to 179,000 households in Raleigh-Durham.
  • KTNV in Las Vegas delivered a 9.2 live+1 household rating (85,000 households) with game 4 of the Stanley Cup. 

 Find it in Research: Looking to reach ad-free streamers? Be sure to check out the Media Comparisons 2026: Reaching Ad-Free Streamers , where TVB zeroed in on ad-free streamers’ media usage to analyze other ways for advertisers to reach them!

Our featured market this week is Dayton, OH.

Click here or below to Download PDF

Missed last week’s TVB Insights?

CLICK HERE TO VIEW

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.

Jump To A Topic

Planning & Buying National & Local Planning Tools Government Data Resources/Indicators Sports Reports Co-Op Campaigns Additional Studies &. Metrics

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.