Wednesday, December 8, 2010

Study: Local TV Preferred News Source

US consumers prefer local TV as a source of news compared to other forms of media by a wide margin, according to a new study from Frank M. Magid Associates, Inc. and Hearst Television, Inc.

When asked their preferred media for news, more than half of consumers (55%) cited local TV.

Websites/internet came in a distant second, mentioned by 19% of consumers. No other type of media even received a double-digit answer. Cable TV came in third with an 8% response rate, tied with print newspapers.

Broadcast network news only scored a 5% response rate, and no respondents selected print magazines.

Local TV news is the preferred media for news and political information
  • Local TV news is important to consumers
  • It is an essential information source
  • Many feel attached to local TV news personalities
  • It is the most important source for weather
Local TV news performs near the top on key advertising effectiveness metrics
 
Keeping viewers in the know regarding products and services
  • Trustworthiness
  • Respectability



About the Data: Frank M. Magid Associates conducted an online survey of 2,500 local news viewers age 25-54 in the Hearst news footprint from October 5-13, 2010. For the full (pdf) report, click here.

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