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Stacey Lynn Schulman Moderator, TVB Chief Research Officer

Local Broadcast TV News. Stacey Lynn Schulman Moderator, TVB Chief Research Officer. The American Conversation Study. Stacey Lynn Schulman Moderator, TVB Chief Research Officer. The Cultural Currency of News Content. Insert Seinfeld Video Here. 80. Conversation Reinforces Memory.

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Stacey Lynn Schulman Moderator, TVB Chief Research Officer

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  1. Local Broadcast TV News Stacey Lynn Schulman Moderator, TVB Chief Research Officer

  2. The American Conversation Study Stacey Lynn Schulman Moderator, TVB Chief Research Officer

  3. The Cultural Currency of News Content Insert Seinfeld Video Here

  4. 80 Conversation Reinforces Memory Percent increase of advertiser word-of-mouth among viewers who frequently watch with others Source: Turner / Keller Fay 2011 NBA Eastern Conference Final Study

  5. The American Conversation Study • The Premise: Local TV News plays a unique role as conversation currency, extending the impact of both content and advertising on consumers. • The Research: • Nationally representative, online survey of 2,011 Adults 18+. • 9000+ conversations from past 24 hours analyzed. • Local media station call letters/affiliations uniquely presented to each respondent.

  6. People Talk!(and not just online) of all conversations happen Face-to-Face Online On the Phone Face To Face 77 % Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391

  7. News Dominates Daily Conversation % of People Talking About Topics per Day 82% PRODUCTS & SERVICES 4.9 Conversations/Day NEWS OF THE DAY 9.0 Conversations/Day PERSONAL/LIFESTYLE 8.1 Conversations/Day ENTERTAINMENT 5.5 Conversations/Day Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Respondents n=2,008

  8. 3X Conversation Starter Television’s advantage over Online Media to impact a conversation about News of the Day % of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: News of the Day Conversations, n=2488)

  9. Local Matters % of Conversations Impacted* by TV Type National Cable Local Broadcast National Broadcast *% of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations, n=9391. News of the Day, n=2488; Consumer Related, n=2454; Personal/Lifestyle, n=2478)

  10. Dominance of Local Broadcast News % of Conversation Impacted* by TV Genre by Demographic Adults 25-54 Adults18-24 Adults 18-34 *% of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287

  11. Dominance of Local Broadcast News % of Conversation Impacted* by TV Genre by Demographic Adults 25-54 Adults18-24 Adults 18-34 *% of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287

  12. Dominance of Local Broadcast News % of Conversation Impacted* by TV Genre by Demographic Adults 25-54 Adults18-24 Adults 18-34 *% of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287

  13. Local Broadcast News = Impact % Daily Conversations Impacted *by Medium Local Broadcast News +103% 6.3% % Total Conversations 3.1% Cable News Local Broadcast News +135% 16.9% % News of the Day Conversations 7.2% Cable News *% of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391, News of the Day Conversations n = 2,488

  14. Best Opportunity To See Advertising A25-54 Length of Tune (in Minutes) Source: The Nielsen Company, NPOWER, Length of Tune, National Composite Live Data, P25-54, May 2013. Broadcast Average includes ABC, NBC, CBS, CW and FOX. Cable Average includes CNBC, CNN, FXNC, FBN, HLN and MSNBC.

  15. Superior Advertising Impact 30 When talking about Products & Services, advertising in Local Broadcast News sparks or informs those conversations 30% more often than that seen in Cable News. % Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391, Products & Services Conversations n = 2,454

  16. Extending Reach Throughout the Day My Primary Choice for Getting Local News # Daily Conversations about News of the Day 9 TVB American Conversation Study Stepleader Local Media App Trends When Do You Use Your Local News App? Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Respondents n=2,008. Stepleader, Local Media App Trends Report – Summer 2013

  17. And Amplifying Success Station Website and Rating Growth – Worldnow Clients May 2009 – May 2011 Competency Clarity Connectivity Counting Source: Worldnow, Online is Key to TV Ratings 2013

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