SCBA Releases Research on TV's Viewership Erosion

The Southern California Broadcasters Association has published its latest SCBA White Paper Research Report entitled, Traditional Appointment Television’s Technology and Viewership Crisis.

Radio Listening Has Grown, Local TV News & Fringe Viewing Has Declined

The full report is available at www.scba.com under Market Research. The SCBA White Paper Research Report provides in-depth analysis on subjects having a direct impact on Southern California Radio. This report is focused on the rapid erosion of traditional appointment Television as a result of new technology that has altered regional and national TV viewing habits as well as the surging growth of DVR usage that allows viewers to skips through TV commercials.

“The imbalanced ratio of Radio to TV ad spending in Southern California is completely unjustified when one looks closely at this SCBA report,” said SCBA President Thom Callahan. “Traditional appointment Television is under direct attack from a variety of technology giants such as Google TV, Netflix, Amazon TV, YouTube, Hulu, as well as the ominous DVR.”

The SCBA White Paper Research Report reveals the  steady decline over the past six year period for Southern California TV viewership among all local, general market TV newscasts as well as the critical early fringe time slot leading into TV’s prime time programming. The report’s findings further highlight the 39% growth increase in DVR usage and ownership of LA DMA households over the same six year period. DVR usage/ownership is now at 49% of all Los Angeles DMA households. Radio remains the only real time medium with no tape delay or commercial skipping.

“Southern California Radio has grown its listenership of Adults 18+ over the past six years by an impressive 7.4% while local general market TV viewership has spiraled downward by -6.5% for early fringe programming and -8.5% for any local news,” said Callahan. “We are urging every general market TV advertiser to look at their ad spending and decide if they want to invest in the power of Radio and our solid growth trends and commanding reach in Southern California vs. the eroding viewership of traditional appointment TV,” said Callahan.

“With Southern California Radio now reaching 92.9% of all Adults 18 plus, the balance of power has shifted to Radio and it’s critical that TV advertisers are aware of this fact and consider adjusting their spending ratios in favor of Radio now,” said Callahan.