Study: Television still dominates Americans’ media usage


Television continues to dominate the media usage habits of Americans, topping the Internet, magazines, newspapers, and radio on a number of important measures, according to new results of a Knowledge Networks survey commissioned by TVB. 

“These results reaffirm the findings of other studies, such as the Council for Research Excellence’s Video and Consumer Mapping Study as well as Nielsen’s Three Screen Report,” said Susan Cuccinello, SVP – Research, TVB. “By every measure, television reaches more consumers every day than newspapers, magazines, radio, the internet and mobile media, and more time is spent with television.  Television also delivers impactful advertising and also connects with consumers through strong news performance.“

Among the key findings of the 2010 study:

– People spend significantly more time with television than with any other medium, and television maintains the highest reach.

– Television reaches nearly 90% of Adults 18+ every day, and over 80% of every age, income and education break included in the study. 

– In addition to high daily reach, more time is spent with television each day than any other medium – over 5 hours for Adults 18+ and high levels across all age, income and education breaks. 

Consumers credit television advertising with higher impact scores.

When asked to cite the one type of advertising that is the most exciting, influential, persuasive, authoritative and engaging, television advertising receives the highest scores, with significant margins over all other media.

– Television advertising is also cited as the dominant source of new product information, compared to advertising on competitive media.

– Broadcast television is noted as the key source for news.

– Broadcast television is cited by more adults as their primary source for local weather, traffic and sports news and their source for breaking news.

Asked which medium is the most involved in the local community, broadcast television was also the #1 choice.

Local broadcast television station websites also connect with high percentages of consumers.

High percentages of adults visit local broadcast television station websites; over 40% of Adults 25-54 and Adults 18-49 say they have done so in the past 30 days. 

Local broadcast television station websites are seen as the top choice for information on local news and events, topping local newspaper and radio station sites, as well as other local sites.

The “go to” source for multi-media comparisons since the 1970s, the Media Comparisons Study has been frequently adjusted to more accurately reflect the changing media usage patterns of American consumers. In 2000, TVB initiated a series of questions on how Americans choose to get their news and information.  In 2008, the association added questions on local broadcast television station websites, and the kinds of websites respondents turn to for local news and information.  Now in 2010, TVB added mobile to the competitive media set, teens to the demographics, and engagement to the measures of advertising effectiveness. 
The not-for-profit Television Bureau of Advertising is the trade association of local television broadcasters.  Its members include television broadcast groups, advertising sales rep firms, and more than 500 individual stations.

Click here to see the full study.