TV news remains the most trusted and effective platform for political messaging ahead of the 2026 midterm elections, according to a new study from the Video Advertising Bureau (VAB), as broadcasters compete for a surge in political ad spending.
The report, based on a December 2025 survey of 2,319 U.S. adults conducted with Dynata, found that potential voters are nearly nine times more likely to trust TV news than social media, while half of respondents ranked AI as the least trustworthy source. The study, titled “The Lead Story: How Multiscreen TV Drives Cross-Partisan Engagement for Political Ad Campaigns,” analyzed behaviors across voters, non-voters, and political affiliations.
Audiences also rely more heavily on TV news to stay informed. Voters are 60% more likely to turn to TV news than social media for political information and are twice as likely as non-voters to subscribe to pay-TV services. TV news serves as the primary entry point for understanding current events, with social media playing a more supplemental role.
The study also highlights skepticism toward digital platforms. Potential voters are nearly three times more likely to view social media as a source of misleading or false information compared to TV.
Beyond political messaging, TV news environments appear to influence consumer behavior. Potential voters are 42% more likely to purchase products advertised alongside breaking news on local TV.
The findings come as local stations and networks increase efforts to capture a larger share of what is expected to be record political advertising spending in the fall 2026 midterm elections.