A newly released report from the Video Advertising Bureau (VAB) has placed a spotlight on the viewership of TV news versus other media platforms among three key audiences valued by advertisers.
The key finding? Some 52% of Adults 35-54, 46% of those earning more than $100,000 annually, and 56% of full-time employed adults are watching more TV news compared to the previous year.
For broadcast TV, that indicates newscasts are undervalued by marketers and deserve stronger ad buys.
It adds to the narrative that brand skittishness persists among CMOs who would rather not have their advertisements appear in-between news stories out of fear of ostracization.
The study from the VAB, “And That’s The Way It Is: How TV News Provides Scale, Attention & Engagement For High-Value Audiences,” is based on findings from a December 2025 survey conducted in partnership with Dynata of 2,319 U.S. adults that explores the evolving role of multiscreen TV news. It highlights how traditional and streaming TV environments continue to inform and engage audiences within a rapidly changing news ecosystem.
The study also shows that TV news is the top source for vital information, not social media — echoing an ongoing quest from the NAB and its broadcast TV members to sway media buyers otherwise.
There’s more: The VAB claims viewers it surveyed are more than twice as likely to have a higher opinion of the advertisers in local TV news.
“Multiscreen TV news plays a central role in keeping influential audiences informed,” said Jason Wiese, Executive VP of Strategic Insights & Measurement at the VAB. “From breaking headlines and defining political moments to local community updates, multiscreen TV news keeps key audiences connected to the stories shaping their world. In a media environment filled with misinformation and noise, it continues to stand out for its quality, reliability, accuracy and integrity.
“The results underscore the value of multiscreen TV news as a credible, brand-safe platform for reaching influential audiences at scale, especially in comparison with social platforms and technologies like AI,” he added. “Across linear and streaming, multiscreen TV news offers advertisers an environment that pairs trust and attention with meaningful consumer engagement and action.”
Read the full report—which includes in-depth data, charts and analysis—here.
