Study Finds Enduring Power of Broadcast News Brands

By Mark Joyella 

A study of news “brand affinity” finds the broadcast networks aren’t quite the fading giants many perceive them to be. The survey, by SmithGeiger on behalf of the National Association of Broadcasters, found broadcasters outperforming both digital and cable news brands.

“39 percent watch the news on broadcast TV everyday. That number may be on the rise too, as 48 percent say broadcast is more important today than it was a year ago and 45 percent say it could be even more important in two to three years – only 18 percent see its relevance decreasing over that time,” reports TVTechnology:

Broadcasters receive a 57 percent positive brand affinity, compared to 52 percent for digital brands and 40 percent for cable.

“By any measure, broadcasters are resonating at extremely high levels with media consumers,” said Dr. Seth Geiger, the project’s lead researcher and president of SmithGeiger. “The resilience, relevance and reliance news consumers continue to place on broadcasters is eye opening.”