A recent TVB study shows local TV news is three times more likely than online media to start a conversation among Americans.
“The American Conversation” study asked participants about the details of over 9,000 online and offline conversations in April 2013. The study showed 55% of all “News of the Day” conversations were sparked by television, while online media started just 18%.
Local broadcast television delivers the news that feeds most of these conversations, with 82% of people talking daily about Weather, 75% about National or International News, 63% about Local News, 49% about Sports and 42% about Traffic. And when it comes to discussing Products and Services, advertising seen on Local Broadcast News is 30% more likely to spark or inform those conversations than that seen on Cable News.
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“Despite the belief that young people have disengaged with watching news, young adults claim that Local Broadcast News content drives a higher percentage of their daily conversations than most other television genres – more than Cable News, Sports, and even Primetime programming,” said Stacey Lynn Schulman, chief research officer of the TVB.
The study also said that 77% of daily conversations take place face-to-face as apposed to online (8%).