Additionally, the study reveals the role each medium plays in motivating consumers to learn more about a product or service - and what ultimately influences their purchase decisions; responses vary demographically, ethnically and by product category.
Source: GfK TVB Media Comparisons Study 2021. M-S 4A-2A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.
Source: GfK TVB Media Comparisons Study 2021. Persons 18+. Agree Strongly or Agree Somewhat. Q9 - For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.
Some key findings:
- TV delivers the highest reach, and all demographics, including adults 18-34, spent at least three times more hours/minutes each day with TV than the next closest media platform.
- If respondents could only choose five TV networks, the top four would be on broadcast TV.
- TV is the most influential medium in purchase decisions, and is the top motivator to learn more and do further research online.
- Broadcast TV news is the primary and most trusted news source, over every other media platform.