Broadcast television, particularly local broadcast news, remains a powerful force in shaping American conversations, despite claims from connected TV and digital sectors suggesting its decline.
TV Technology reports a national study by GfK/NIQ, commissioned by the Television Bureau of Advertising (TVB) and surveying over 4,000 people, highlights the enduring influence of local TV stations.
The TVB, representing U.S. local commercial TV stations, conducted the study to explore media’s role in driving conversations across diverse demographics, political affiliations, races, and ethnicities. The survey examined the influence of various media outlets and platform preferences, addressing key questions:
- Which medium—TV, streaming, radio, social media, podcasts, or newspapers—most strongly drives conversations?
- How do people perceive news sources in terms of trust, believability, shareability, and fake news?
- How do media platforms shape political word-of-mouth?
- How influential are platforms for consumers considering products and services like automotive, healthcare, home improvement, legal services, fitness, restaurants, retail, and travel?
- Where do people prefer to watch sports—linear TV or streaming?
Local TV outpaces ad-supported streaming, social media, print, radio, podcasts, and direct mail as the leading driver of these discussions. Among digital platforms, local TV stations’ websites and apps were the most influential in sparking news-related conversations.
The study also confirmed broadcast TV as the primary news source, with respondents across key age groups, high-net-worth households, and consumer categories rating local broadcast news as the most trustworthy, believable, and shareable.
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