Infographic: Moms Look to Local TV for Updates, and Well-Placed Ads Could Catch Their Eye

Marketers using only social media ads might miss this demographic

Moms are often the ones responsible for most household spending decisions. Carlos Monteiro
Headshot of Nicole Ortiz

As mothers prep their kids for an unusual back-to-school season, they’re turning to local television and digital-only sources like social media for updates and the latest developments.

When the novel coronavirus first took hold in the U.S. in March, the Television Bureau of Advertising (TVB) worked with market research firm Dynata to see how the pandemic was affecting how mothers over 18 consume media across digital and traditional platforms. Surveying just over 10,000 people across 10 states, the researchers found that when these moms were seeking information about Covid-19, they went first to broadcast TV and cable TV news, and then social media before heading to official government websites.

“Moms are preparing their children for an unprecedented back-to-school season like no other they have experienced. It’s at times like these that the value of broadcast TV news and the unparalleled trust viewers place in their local TV stations are clearly demonstrated across the U.S.,” said Hadassa Gerber, chief research officer, TVB.

Advertisers trying to catch the eye of these consumers would get a higher yield from targeting them through their preferred medium.

This story first appeared in the Sept. 28, 2020, issue of Adweek magazine. Click here to subscribe.

@neco_ornot Nicole Ortiz is a senior editor at Adweek, overseeing magazine departments such as Trending, Talent Pool, Data Points, Voice and Perspective.