Local broadcast television is still the primary and preferred way viewers watch sports. That’s the leading conclusion from a TVB-commissioned 5,000-respondent sports survey conducted by Dynasta that identifies the top media platforms Americans are using to watch or listen to sports — including traditional linear media, streaming and digital platforms.
“This is consistent with recent moves by teams, including the Las Vegas Golden Knights (NHL), Los Angeles Clippers (NBA) and Cleveland Cavaliers (NBA), to partner directly with local broadcasters to air games,” a TVB spokesperson says.
The report’s timing comes as the regional sports network model continues to experience challenges, with companies such as The E.W. Scripps Co., Nexstar Media Group and Gray Television each taking steps to acquire local broadcast rights to a bevy of sports teams.
Just how important is “television”?
The survey takes into account the device, and this can include sources such as streaming video.
- Television (82%) is the primary device used to watch/hear sports programming, compared to smartphone (12%), computer (3%), tablet (2%), smart speaker (1%), and radio (0%).
That said, the TVB-commissioned survey gives its members some good news: Linear television “overwhelmingly” tops streaming for viewing every major sport currently in season (NFL and collegiate football telecasts are not included).
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- 79% of respondents use linear TV to watch MLB programming vs. only 41% for streaming.
- 76% of respondents use linear TV to watch NBA programming vs. only 47% for streaming.
- 76% of respondents use linear TV to watch NHL programming vs. only 44% for streaming.
- 80% of respondents use linear TV to watch NCAA College Basketball programming vs. only 42% for streaming.
Meanwhile, TVB finds that 82% of respondents watch sports on local broadcast TV stations at least once a week. That percentage is even higher for key demos: 92% of frequent sports viewers, 89% of men 25-54, 86% of upper income ($100K+) households, and 83% of Black/African Americans watch sports on local broadcast TV stations at least once a week.
Lastly, some 86% of respondents think it is important for their local sports teams to be on local broadcast TV.
