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Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013

Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013. 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 and citizens. The Research :

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Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013

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  1. Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013

  2. 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 and citizens. • 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.

  3. Who We Talk To Conversation Participants: All Conversations Base: Conversations (Total, n=9,391) Q7b. Who was involved in each of these conversations? Note: Ranked by Total Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  4. Who We Talk To Conversation Participants: (Products/Services Conversations) Base: Conversations (Total, n=9,391) Q7b. Who was involved in each of these conversations? Note: Ranked by Total Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  5. Where We Talk Location of Conversation: All Topics Base: Conversations (Total, n=9,391; With Stranger, n=265) Q7a) Where were you when each of these conversations took place? Note: Not all responses shown; Order by rank of All Conversations Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  6. How We Talk 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. Participants and Modes Mode of Conversation by Conversation Participants: All Topics Online Detail Base: Conversations (Total, n=9,391; With Family, n=6,200; With Friends, n=2,353; With Co-Worker, n=1,424; With Stranger, n=265) Q6) Was each of these conversations about...? Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  8. TV is Life’s Second Screen Other Activity Done While In Conversation Base: Total Conversations, n=9,391 Q7c) Total Conversations - What else were you or/and others doing during these conversations? Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  9. 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

  10. Conversation Topics by Gender Females Males Base: Respondents (Men, n=936; Women, n=1,072) Q1) Please enter the approximate number of conversations you had during the past day? Note: Ranked by Total; Blue font indicates a +5% or greater difference from women; Pink font indicates a +5% or greater difference from men. Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  11. Conversation Topics by Age Topics Discussed per Day by Gender A55+ A25-54 A18-24 Base: Respondents (Men, n=936; Women, n=1,072) Q1) Please enter the approximate number of conversations you had during the past day? Note: Ranked by Total; Blue font indicates a +5% or greater difference from women; Pink font indicates a +5% or greater difference from men. Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  12. 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

  13. Elections Are Major Conversation Drivers % Adults Discussing “The National Election” in Past 24 Hours, 3-Day Rolling Avg 44.4% of Adults were discussing “the national election” just prior to Election Day in 2012. Base: Adult respondents in an average 3-day period, n=269 Source: TalkTrack®, May 28th – October 21st, 2012

  14. 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)

  15. 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)

  16. 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

  17. 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

  18. 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

  19. 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.

  20. Local News is an Essential Part of Our Day “I often feel out of the loop if I miss watching the local news on a given day” 47% “We / I often watch local news programs during meal times.” 56% “I’ve been watching my favorite local news personalities for as long as I can remember.” 58% “I often find myself bringing up stories I heard on the local news in my daily conversations.” 77% Base : Respondents (Total, n=2,008; 18-24, n=252; 18-34, n=645; 25-54, n=1,136; 55+, n=620) Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

  21. 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

  22. 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

  23. Local Broadcast: Superior Voter Impact Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change Science Difference in Percentage Points Colorado-6 2000 Bcast GRPs 200 Cable GRPs Michigan-01 2000 Bcast GRPs Champaign 2000 Bcast GRPs WI-Green Bay 2000 Bcast GRPs Source: Hart Research Associates, League of Conservation Voters Study, conducted 7/24/13 – 7/31/13. Findings from Interested Parties Memo released on September 24, 2013.

  24. Local Broadcast: Superior Voter Impact Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change Science Difference in Percentage Points Colorado-6 Broadcast + Cable Michigan-01 Broadcast Only Champaign Broadcast Only WI-Green Bay Broadcast Only Source: Hart Research Associates, League of Conservation Voters Study, conducted 7/24/13 – 7/31/13. Findings from Interested Parties Memo released on September 24, 2013.

  25. The American Conversation Study • Conversation is Personal • 77% of conversation happens offline, mostly in-home and with family members • News = Social Lubricant • “News of the Day” topics dominate daily conversation • Local Matters! • Local Broadcast News trumps all other TV genres in impacting daily conversations – even among young people • TV Advertising Works • People see and recall TV advertising when talking about products, services and issues – and it changes perceptions

  26. Thank You! Stacey Lynn Schulman Chief Research Officer, TVB

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