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
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