Television Bureau of Advertising Media Comparisons 2008 Adults.

Television Bureau of AdvertisingTelevision Bureau of Advertising

Media Comparisons 2008Adults

2

TVB Media Comparisons StudyTVB 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

More Adults Say Broadcast Television is Their Primary Source of News

Public TV6.0%

Internet11.5%

Broadcast TV

39.1%

Newspapers13.7%

Radio9.8%

Cable News Networks

19.9%

Source: TVB, Nielsen Media Research Custom Survey 2008

4

Adults: Primary Source for News (%)

Adults: Primary Source for News (%)

Broadcast Cable NewsAge 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

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


5

More Adults Turn to Broadcast Television First for Local Weather,

Traffic or Sports

More Adults Turn to Broadcast Television First for Local Weather,

Traffic or Sports

Newspapers5.7%

Internet18.2%

Radio7.4%

Public TV6.1%

Broadcast TV

51.2%

Cable News Networks

11.3%Source: TVB, Nielsen Media Research Custom Survey 2008

6

Adults: First Source for Local Weather, Traffic of Sports (%)

Adults: First Source for Local Weather, Traffic of Sports (%)


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

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


7

More Adults Turn to Broadcast Television First for Breaking News

More Adults Turn to Broadcast Television First for Breaking News

Newspapers0.5%

Internet10.8%

Radio4.7%

Public TV5.8%

Broadcast TV

52.0%

Cable News Networks

26.2%


8

Adults: First Source When a Breaking News Story is in Progress (%)

Adults: First Source When a Breaking News Story is in Progress (%)


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

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


9

Radio7.0%

Newspapers26.2%

Internet1.5%

Public TV5.0%

Cable News Networks

5.5%

Broadcast TV

54.8%

More Adults Feel Broadcast Television is Most Involved in Their Community

More Adults Feel Broadcast Television is Most Involved in Their Community


10

Adults: Most Involved in Community (%)

Adults: Most Involved in Community (%)


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

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


11

In the Past 30 Days, 31.2% of Adults 18+ Visited Local Broadcast TV Station Websites

In the Past 30 Days, 31.2% of Adults 18+ Visited Local Broadcast TV Station Websites


Video Content on Station Sites is Accessed by a High Percentage of Adult 18+ Visitors

Video Content on Station Sites is Accessed by a High Percentage of Adult 18+ Visitors

“Visited a website affiliated with any Local Broadcast Television Station in the past 30 days.”

38.6% viewed video content while on Local Broadcast Station sites.

12

In the Past 30 Days, 40.3% of Adults 18-34 Visited Local Broadcast TV Station WebsitesIn the Past 30 Days, 40.3% of Adults 18-34 Visited Local Broadcast TV Station Websites


Video Content on Station Sites is Accessed by a High Percentage of Adult 18-34 Visitors




13







14







15

Adults Turn to Local Television Station Websites for Local News and Event

Information (%)

Adults Turn to Local Television Station Websites for Local News and Event

Information (%)

18+ 18-34 18-49 25-54

A Local Broadcast TV Station 33.4 39.5 39.3

39.0

A Local Newspaper 25.7 29.3 28.9

28.3

A Local Radio Station 7.3 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 Websites 28.2 16.4 17.6

17.8

A Local Broadcast TV Station 33.4 39.5 39.3

39.0

A Local Newspaper 25.7 29.3 28.9

28.3

A Local Radio Station 7.3 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 Websites 28.2 16.4 17.6

17.8


Television Bureau of Advertising Media Comparisons 2008 Adults.

Documents

Transcript of Television Bureau of Advertising Media Comparisons 2008 Adults.