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

1

Stacey Lynn SchulmanChief Research Officer, TVBOctober 14, 2013

2

The American Conversation StudyThe 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.

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

Family (NET)

Spouse/partner

Extended Family members

Children

Friends (NET)

Personal friend

Best friend

Co-worker

Other acquaintance

A professional or expert on the topic

Stranger

66%

47%

18%

11%

25%

17%

12%

15%

8%

5%

3%

Who We Talk ToWho We Talk ToConversation Participants: All Conversations

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

Family (NET)

Spouse/partner

Extended Family members

Children

Friends (NET)

Personal friend

Best friend

Co-worker

Other acquaintance

A professional or expert on the topic

Stranger

2%

3%

2%

4%

3%

Who We Talk ToWho We Talk ToConversation Participants: (Products/Services Conversations)

Home Work Traveling / Commuting

Restaurant / Bar

School Store Social Gathering

65%

15%

6%3% 2% 2% 1%

Where We TalkWhere We TalkLocation 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 ConversationsSource: Keller Fay TVB American Conversation Study, April 9-26, 2013

6

How We TalkHow We Talk

77of all conversations happen Face-to-Face

%Conversations

77%

15%8%

FaceTo

Face

On the Phone

Online

Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391

Total Public With Family With Friends With Co-Worker With Stranger

77% 80%63%

86%

59%

15% 14%

21%

7%

14%

8% 5%16% 7%

25%

Some other way

Online (NET)

On the phone

Face-to-Face

Mode of Conversation by Conversation Participants: All Topics

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

With Friends With Strangers

7% 5%5% 15%3%

6% EmailSocial MediaInstant/ text message

Online Detail

Participants and ModesParticipants and Modes

TV is Life’s Second ScreenTV is Life’s Second ScreenOther Activity Done While In Conversation

Base: Total Conversations, n=9,391Q7c) Total Conversations - What else were you or/and others doing during these conversations?Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

Watching TV

Nothing Working Eating Traveling Using Social Media

Listening to Radio

28%

20%

14% 13%

10%7% 6%

10

Conversation Reinforces MemoryConversation Reinforces Memory

80Source: Turner / Keller Fay 2011 NBA Eastern Conference Final Study

Percent increase of advertiser

word-of-mouth among

viewers who frequently watch with

others

11

Weather

Nat'l/Intern'l News

Television Shows

Personal Relationships

Local/Reg News

Going Out

Sports

Shopping for Goods / Services

Movies

Family Life, Parenting, etc.

80%

74%

68%

67%

63%

62%

60%

54%

53%

53%

Weather

Nat'l/Intern'l News


Television Shows

Going Out

Shopping for Goods / Services

Local/Reg News

Family Life, Parenting, etc.

Health Services

Movies

83%

76%

73%

71%

66%

64%

63%

60%

51%

50%

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

MalesFemales

Conversation Topics by GenderConversation Topics by Gender

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Topics Discussed per Day by Gender

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

A18-24 A55+85%

80%

66%

66%

65%

62%

54%

51%

48%

47%

80%

77%

76%

74%

73%

72%

69%

69%

69%

60%


Weather

Hobbies

Music

Going Out

TV Shows

Movies

Shopping

Nat'l/Intern'l News

Family Life, etc.

Weather

Nat'l/Intern'l News

TV Shows

Local/Reg News


Going Out

Shopping

Health Services

Family Life, etc.

Sports

80%

73%

71%

70%

64%

62%

61%

59%

56%

50%

Weather

Nat'l/Intern'l News

TV Shows


Going Out

Local/Reg News

Family Life, etc.

Shopping

Movies

Music

A25-54

Conversation Topics by AgeConversation Topics by Age

13

News Dominates Daily ConversationNews Dominates Daily ConversationW

ea

the

r

Na

tl/I

ntn

l N

ew

s

Lo

ca

l N

ew

s

Sp

ort

s

Tra

ffic

Pe

rso

na

l R

el

Go

ing

Ou

t

Fa

mil

y L

ife

Ho

bb

ies

Co

mm

un

ity

Ev

en

ts

TV

Sh

ow

s

Mo

vie

s

Mu

sic

Bo

ok

s/M

ag

s

Go

od

s &

Sv

cs

He

alt

h S

vc

s

Ma

jor

Pu

rch

as

es

Au

to

Pro

f S

vc

s

0%

10%

20%

30%

40%

50%

60%

70%

80%82%

75%

63%

49%

42%

70%

64%

57%

48%

36%

70%

51%47%

34%

59%

48%

41%37%

27%

NEWS OF THE DAY9.0

Conversations/Day

PERSONAL/LIFESTYLE8.1

Conversations/Day

ENTERTAINMENT5.5

Conversations/Day

PRODUCTS & SERVICES4.9

Conversations/Day

82%

% of People Talking About Topics per Day

Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Respondents n=2,008

Elections Are Major Conversation DriversElections Are Major Conversation Drivers

5/30

/201

2

6/4/

2012

6/9/

2012

6/14

/201

2

6/19

/201

2

6/24

/201

2

6/29

/201

2

7/4/

2012

7/9/

2012

7/14

/201

2

7/19

/201

2

7/24

/201

2

7/29

/201

2

8/3/

2012

8/8/

2012

8/13

/201

2

8/18

/201

2

8/23

/201

2

8/28

/201

2

9/2/

2012

9/7/

2012

9/12

/201

2

9/17

/201

2

9/22

/201

2

9/27

/201

2

10/2

/201

2

10/7

/201

2

10/1

2/20

12

10/1

7/20

12

10/2

2/20

12

10/2

7/20

120%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Base: Adult respondents in an average 3-day period, n=269Source: TalkTrack®, May 28th – October 21st, 2012

% 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.

15

Conversation StarterConversation Starter

Television’s advantage over Online

Media to impact a

conversation about News of the Day3

X9%

18%

55% TelevisionOnlineSeeking Advice

% 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)

16

Local MattersLocal Matters% of Conversations Impacted* by TV Type

News of the Day

25

17

11

Consumer

7 6 5

Local Broadcast National Broadcast National Cable

Personal/Lifestyle

75 5

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)

*% of Conversations Sparked by Medium or in Which Medium is Referenced

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Dominance of Local Broadcast NewsDominance of Local Broadcast NewsL

oc

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(N

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(N

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5.7%

4.6% 5.0%

Adults 25-54 Adults 18-24 Adults 18-34

% of Conversation Impacted* by TV Genre by Demographic

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


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5.7%

4.6% 5.0%





19


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Best Opportunity To See AdvertisingBest Opportunity To See Advertising

20

MF/430A-5A MF/5A-6A MF/6A-7A MF/5P-6P MF/6P-630P MF/6P-7P MF/11P-1130P

0

5

10

15

20

25

5-Net Local Broadcast 6-Net Cable News

+15.5%

+37.1%+12.4%

+46.8%

+36.2%

+47.3%

+44.2%

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.

A2

5-5

4 L

en

gth

of

Tun

e (

in M

inu

tes)

“I often find myself bringing up stories I heard on the local news in my daily conversations.”

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

“I’ve been watching my favorite local news personalities for as long as I can remember.”

“We / I often watch local news programs during meal times.”

“I often feel out of the loop if I miss watching the local news on a given day”

Local News is an Essential Part of Our Day

Local News is an Essential Part of Our Day

47%

58%

56%

77%

22

Local Broadcast News = ImpactLocal Broadcast News = Impact

Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391, News of the Day Conversations n = 2,488

% Daily Conversations Impacted *by Medium

% T

ota

l C

on

vers

ati

on

s

6.3%

3.1%Cable News

LocalBroadcast

News

% N

ew

s o

f th

e D

ay

Con

vers

ati

on

s LocalBroadcast

News16.9%

7.2%Cable News

+103%

+135%*% of Conversations Sparked by Medium or in Which Medium is Referenced

23

Superior Advertising ImpactSuperior Advertising Impact

Source: Keller Fay TVB American Conversation Study, April 9-26, 2013. Base: Conversations n=9,391, Products & Services Conversations n = 2,454

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. %

24

Local Broadcast: Superior Voter ImpactLocal Broadcast: Superior Voter ImpactL

es

s F

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ora

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10

65

14

98

17

3

8

4 1

-2

Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change ScienceDifference in Percentage Points

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.

Champaign

2000 Bcast GRPs

WI-Green Bay

2000 Bcast GRPs

Michigan-01

2000 Bcast GRPs

Colorado-6

2000 Bcast GRPs

200 Cable GRPs

25

Local Broadcast: Superior Voter ImpactLocal Broadcast: Superior Voter ImpactL

es

s F

av

ora

ble

Ne

ga

tiv

e F

ee

lin

gs

Jo

b D

isa

pp

rov

al

Le

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isa

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Le

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isa

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Le

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rab

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e F

ee

lin

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Jo

b D

isa

pp

rov

al

10

6 5

14

98

17

3

8

4 1

-2

Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change ScienceDifference in Percentage Points

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.

Champaign

Broadcast Only

WI-Green Bay

Broadcast Only

Michigan-01

Broadcast Only

Colorado-6

Broadcast + Cable

26

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

The American Conversation StudyThe American Conversation Study

27

Stacey Lynn SchulmanChief Research Officer, TVBThan

k You!

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

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