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Media Comparisons 2008 Adults

Media Comparisons 2008 Adults. TVB Media Comparisons Study. 1,246 telephone surveys completed in 3-week period, January 2008. Fieldwork by Nielsen Media Research’s Custom Survey Division. The following highlights from the study are based on Adult 18+ respondents.

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Media Comparisons 2008 Adults

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  1. Media Comparisons 2008Adults

  2. TVB Media Comparisons Study • 1,246 telephone surveys completed in 3-week period, January 2008. • Fieldwork by Nielsen Media Research’s Custom Survey Division. • The following highlights from the study are based on Adult 18+ respondents.

  3. More Adults Say Broadcast Television is Their Primary Source of News Source: TVB, Nielsen Media Research Custom Survey 2008

  4. Adults: Primary Source for News (%) Broadcast Cable News Age TV Networks Radio Newspapers Internet Public TV 18+ 39.1 19.9 9.8 13.7 11.5 6.0 18-34 38.7 14.6 11.1 8.4 21.8 5.3 18-49 39.7 16.1 11.4 10.6 16.9 5.4 25-49 40.1 16.8 11.6 10.9 15.4 5.3 25-54 39.6 19.0 11.1 11.3 13.3 5.7 35-64 39.5 20.5 10.3 14.5 8.8 6.4 65+ 38.3 27.6 5.5 20.9 1.6 6.0 Source: TVB, Nielsen Media Research Custom Survey 2008

  5. More Adults Turn to Broadcast Television First for Local Weather, Traffic or Sports Source: TVB, Nielsen Media Research Custom Survey 2008

  6. Adults: First Source for Local Weather, Traffic of Sports (%) Broadcast Cable News Age TV Networks Radio Newspapers Internet Public TV 18+ 51.2 11.3 7.4 5.7 18.2 6.1 18-34 46.8 9.0 6.5 4.4 25.7 7.7 18-49 50.2 8.9 6.6 4.2 23.5 6.6 25-49 52.7 8.5 6.4 3.8 23.6 5.0 25-54 52.7 9.9 6.4 3.8 22.5 4.8 35-64 52.6 11.4 7.5 5.0 17.9 5.7 65+ 54.6 15.2 9.1 10.4 5.8 5.0 Source: TVB, Nielsen Media Research Custom Survey 2008

  7. More Adults Turn to Broadcast Television First for Breaking News Source: TVB, Nielsen Media Research Custom Survey 2008

  8. Adults: First Source When a Breaking News Story is in Progress (%) Broadcast Cable News Age TV Networks Radio Newspapers Internet Public TV 18+ 52.0 26.2 4.7 0.5 10.8 5.8 18-34 48.9 21.9 3.8 0.2 18.6 6.6 18-49 52.0 23.0 4.5 0.3 14.1 6.1 25-49 54.5 22.3 5.1 0.3 12.1 5.7 25-54 52.4 23.7 5.2 0.2 12.0 6.5 35-64 52.4 27.1 4.9 0.6 9.0 5.9 65+ 56.3 31.3 5.3 1.1 1.8 4.2 Source: TVB, Nielsen Media Research Custom Survey 2008

  9. More Adults Feel Broadcast Television is Most Involved in Their Community Source: TVB, Nielsen Media Research Custom Survey 2008

  10. Adults: Most Involved in Community (%) Broadcast Cable News Age TV Networks Radio Newspapers Internet Public TV 18+ 54.8 5.5 7.0 26.2 1.5 5.0 18-34 56.5 3.7 6.0 23.9 3.5 6.3 18-49 57.4 4.1 5.9 24.9 2.3 5.4 25-49 59.0 4.6 6.4 23.9 1.2 4.8 25-54 57.8 5.4 6.6 24.0 1.1 5.1 35-64 55.5 5.1 6.8 27.3 0.7 4.7 65+ 49.4 10.2 9.7 26.9 0.0 3.8 Source: TVB, Nielsen Media Research Custom Survey 2008

  11. In the Past 30 Days, 31.2% of Adults 18+ Visited Local Broadcast TV Station Websites “Visited a website affiliated with any Local Broadcast Television Station in the past 30 days.” Video Content on Station Sites is Accessed by a High Percentage of Adult 18+ Visitors 38.6% viewed video content while on Local Broadcast Station sites. Source: TVB, Nielsen Media Research Custom Survey 2008

  12. In the Past 30 Days, 40.3% of Adults 18-34 Visited Local Broadcast TV Station Websites “Visited a website affiliated with any Local Broadcast Television Station in the past 30 days.” Video Content on Station Sites is Accessed by a High Percentage of Adult 18-34 Visitors 38.7% viewed video content while on Local Broadcast Station sites. Source: TVB, Nielsen Media Research Custom Survey 2008

  13. In the Past 30 Days, 40.4% of Adults 18-49 Visited Local Broadcast TV Station Websites “Visited a website affiliated with any Local Broadcast Television Station in the past 30 days.” Video Content on Station Sites is Accessed by a High Percentage of Adult 18-49 Visitors 37.7% viewed video content while on Local Broadcast Station sites. Source: TVB, Nielsen Media Research Custom Survey 2008

  14. In the Past 30 Days, 38.1% of Adults 25-54 Visited Local Broadcast TV Station Websites “Visited a website affiliated with any Local Broadcast Television Station in the past 30 days.” Video Content on Station Sites is Accessed by a High Percentage of Adult 25-54 Visitors 37.7% viewed video content while on Local Broadcast Station sites. Source: TVB, Nielsen Media Research Custom Survey 2008

  15. Adults Turn to Local Television Station Websites for Local News and Event Information (%) 18+ 18-34 18-49 25-54 A Local Broadcast TV Station33.4 39.5 39.3 39.0 A Local Newspaper25.7 29.3 28.9 28.3 ALocalRadioStation7.3 6.2 6.4 7.0 Some Other Type of Local Website4.6 6.4 5.8 5.1 Some Other Type of Non-Local Site5.5 7.2 6.4 6.3 None/Don’t Use Websites28.2 16.4 17.6 17.8 Source: TVB, Nielsen Media Research Custom Survey 2008

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