Tvb Media Comparisons 2010 Persons

Television Bureau of Advertising

Media Comparisons 2010Persons

TVB Media Comparisons Study

In the field in January 2010 New Vendor: Knowledge Networks, utilizing

their “Knowledge Panel” Online survey Knowledge Panel includes cell-phone only homes, as

well as teens

1,562 respondents in total 1,421 P18+ An additional 141 P13-17

New medium added in 2010: Mobile

2

3

Television Reaches More People Each Day than Any Other Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

People Reached Yesterday by Major Media (%)

Age Television Newspapers Radio Magazines Internet Mobile

18+ 89.5 38.6 60.6 28.6 67.5 14.3

18-34 82.4 23.4 57.5 22.8 75.2 23.8

18-49 85.9 30.2 61.7 25.3 75.3 18.9

25-49 87.5 33.2 66.1 26.6 75.3 17.9

25-54 88.0 35.1 67.0 27.9 73.1 16.8

35-64 92.3 43.1 65.0 31.0 66.2 11.3

65+ 96.9 62.8 45.7 33.4 49.4 0.3

13-17 86.2 19.8 58.4 24.5 79.0 15.4

4Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.


Household Income Television Newspapers Radio Magazines Internet Mobile

Under $25K 91.8 27.2 55.4 21.1 56.0 7.1

$25K-$50K 86.0 40.4 58.8 29.8 62.5 13.7

$50K-$75K 91.7 36.7 60.9 24.8 65.9 11.2

$75K+ 88.4 40.9 64.6 33.9 83.3 21.8

$100K+ 86.8 37.4 63.6 32.4 81.4 25.0



Education Television Newspapers Radio Magazines Internet Mobile

<HS Grad 85.9 26.9 46.8 21.7 60.2 9.6

HS Grad 91.9 40.6 60.1 27.6 51.1 6.9

Some College 88.3 36.0 60.0 26.8 76.3 19.2

Coll Grad+ 89.9 42.0 71.9 35.5 85.5 21.2


People Spend More Time with Television Each Day Than They Do with Any Other Medium


Persons: Time Spent Yesterday in Minutes with Major Media


18+ 319.2 26.4 91.2 15.6 156.6 19.2

18-34 232.8 13.8 73.2 13.2 192.6 33.0

18-49 267.6 19.2 90.6 13.8 181.2 25.2

25-49 273.6 20.4 100.8 13.8 168.0 21.0

25-54 283.8 21.6 106.2 15.0 160.2 19.2

35-64 348.6 32.4 106.8 16.2 147.0 14.4

65+ 431.4 34.2 59.4 19.2 93.0 0.0

13-17 226.8 7.8 66.6 12.6 152.4 31.2




Under $25K 411.0 22.2 93.6 12.6 140.4 17.4

$25K-$50K 330.0 23.4 97.2 19.2 150.0 24.0

$50K-$75K 289.8 25.2 91.8 13.2 141.6 11.4

$75K+ 240.6 27.6 76.8 14.4 180.0 24.6

$100K+ 232.8 27.6 67.8 13.2 190.8 28.2





<HS Grad 319.8 18.0 64.8 13.8 124.2 22.8

HS Grad 371.4 27.6 94.2 18.0 131.4 12.0

Some College 304.8 19.2 99.0 13.8 173.4 27.0

Coll Grad+ 246.0 32.4 92.4 15.0 190.2 19.8

Television Advertising Has the Best Perception Among Persons 18+


Most Authoritative

Persons:Most Authoritative Advertising (%)


18+ 60.8 15.4 8.6 10.8 4.4 0.1

18-34 56.2 16.4 8.3 9.9 8.7 0.4

18-49 60.0 14.1 9.6 10.1 5.9 0.3

25-49 62.2 12.4 10.5 9.5 5.0 0.4

25-54 61.5 13.6 9.7 10.2 4.6 0.3

35-64 61.7 14.9 9.6 11.1 2.5 0.1

65+ 70.2 14.6 2.3 11.9 1.0 0.0

13-17 67.8 10.3 9.0 7.9 4.6 0.4




Under $25K 59.7 14.0 12.1 11.4 2.6 0.2

$25K-$50K 59.9 15.9 7.3 11.9 4.3 0.8

$50K-$75K 66.7 12.6 5.9 10.6 4.2 0.0

$75K+ 60.1 16.1 9.0 9.1 5.7 0.0

$100K+ 61.1 13.9 9.9 11.0 4.1 0.0




<HS Grad 64.9 11.3 12.1 7.0 3.9 0.8

HS Grad 69.2 13.8 4.3 8.7 4.0 0.0

Some College 62.0 11.5 10.1 11.1 5.2 0.1

Coll Grad+ 50.1 22.6 8.5 14.5 4.3 0.0




Most Exciting

Persons:Most Exciting Advertising (%)


18+ 83.4 2.5 3.2 6.0 4.5 0.4

18-34 78.0 1.6 4.8 6.3 8.7 0.7

18-49 81.1 1.6 4.4 6.7 5.7 0.5

25-49 82.1 1.8 4.0 6.1 5.3 0.6

25-54 82.4 2.2 3.6 6.1 5.1 0.6

35-64 84.8 3.2 2.5 6.4 2.8 0.3

65+ 94.1 1.0 1.8 2.2 1.0 0.0

13-17 85.0 1.0 1.4 5.0 7.2 0.4




Under $25K 82.3 1.2 5.1 6.6 4.1 0.7

$25K-$50K 80.0 4.1 3.9 6.4 5.7 0.0

$50K-$75K 88.1 3.1 1.8 3.2 3.3 0.5

$75K+ 84.5 1.4 2.0 6.7 5.3 0.2

$100K+ 84.9 0.5 1.8 8.5 4.3 0.0




<HS Grad 82.8 2.8 4.7 3.8 5.7 0.1

HS Grad 84.4 2.1 4.0 6.0 3.5 0.0

Some College 85.9 1.3 2.0 5.6 4.3 0.9

Coll Grad+ 81.3 3.1 2.1 7.6 5.7 0.2




Most Influential

Persons:Most Influential Advertising (%)


18+ 85.7 3.1 3.8 2.0 4.5 0.9

18-34 82.5 1.8 2.2 2.2 9.4 1.8

18-49 84.4 2.4 3.4 2.2 6.7 0.9

25-49 84.7 2.4 4.2 2.5 5.9 0.3

25-54 84.6 2.4 4.2 2.6 5.6 0.5

35-64 86.8 3.7 4.6 1.8 2.5 0.5

65+ 88.2 4.1 3.8 2.6 1.3 0.0

13-17 85.7 1.6 1.3 6.8 4.2 0.4




Under $25K 85.7 2.2 1.9 3.9 3.6 2.7

$25K-$50K 81.2 4.2 5.3 2.4 6.3 0.6

$50K-$75K 86.7 3.7 5.5 1.5 2.6 0.0

$75K+ 88.3 2.2 2.0 2.1 5.0 0.4

$100K+ 90.8 1.9 1.3 1.5 4.5 0.0




<HS Grad 81.0 3.2 4.3 4.6 6.0 0.9

HS Grad 86.0 2.4 2.3 3.2 3.6 2.4

Some College 89.8 1.0 4.9 1.4 3.0 0.0

Coll Grad+ 84.8 5.2 3.0 1.2 5.9 0.0




Most Persuasive

Persons:Most Persuasive Advertising (%)


18+ 78.1 5.1 6.0 6.1 3.9 0.9

18-34 77.0 3.1 5.4 7.2 6.4 0.9

18-49 77.3 3.0 6.8 6.8 5.2 0.9

25-49 78.6 3.0 6.2 6.3 5.1 0.8

25-54 78.1 3.4 6.4 5.9 5.1 1.1

35-64 78.5 5.3 6.6 5.7 3.1 0.8

65+ 79.0 9.5 4.1 4.9 1.2 1.4

13-17 74.4 7.5 5.2 4.2 8.3 0.3




Under $25K 82.2 3.7 4.3 6.5 2.2 1.1

$25K-$50K 74.3 5.3 6.8 7.5 5.6 0.5

$50K-$75K 79.7 5.5 5.0 5.6 3.1 1.1

$75K+ 76.3 5.9 6.8 4.7 5.6 0.6

$100K+ 74.5 5.7 7.3 6.9 4.7 0.9




<HS Grad 73.8 8.7 6.6 3.2 7.0 0.7

HS Grad 84.7 2.4 3.0 7.3 2.4 0.3

Some College 77.7 2.9 8.3 5.5 3.9 1.7

Coll Grad+ 73.9 7.7 5.9 7.0 4.8 0.6




Most Engaging

Persons:Most Engaging Advertising (%)


18+ 77.2 4.0 4.9 6.9 6.2 0.8

18-34 75.8 2.5 4.8 6.5 9.6 0.8

18-49 76.5 3.4 5.1 6.2 7.5 1.3

25-49 76.1 3.6 4.9 7.7 6.0 1.7

25-54 76.4 3.3 5.4 7.3 6.0 1.4

35-64 78.1 4.6 5.3 5.9 5.1 1.0

65+ 76.4 5.0 2.6 14.8 1.2 0.0

13-17 77.0 0.4 4.2 4.3 12.3 1.8




Under $25K 76.6 3.9 5.4 5.5 8.4 0.3

$25K-$50K 71.1 6.4 4.5 10.3 5.7 2.0

$50K-$75K 81.6 3.8 5.5 4.7 3.8 0.7

$75K+ 79.5 1.6 4.2 6.1 8.1 0.5

$100K+ 81.1 1.0 3.9 4.7 9.3 0.0




<HS Grad 75.9 5.7 4.8 3.9 9.0 0.8

HS Grad 76.2 4.0 5.2 9.3 4.6 0.7

Some College 78.3 2.6 4.9 7.5 5.8 1.0

Coll Grad+ 78.3 2.9 4.3 5.5 8.0 1.0


More People Learn About Products and Brands from Television


Persons 18+

Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%)


18+ 71.1 8.9 3.9 7.3 7.8 1.0

18-34 67.5 4.2 2.7 8.1 16.1 1.4

18-49 70.5 6.2 3.7 7.4 10.9 1.2

25-49 70.8 6.8 4.0 7.7 9.3 1.4

25-54 71.2 7.2 4.3 7.5 8.7 1.1

35-64 73.2 10.5 5.0 6.4 4.2 0.8

65+ 69.1 14.0 0.9 11.3 4.7 0.0

13-17 76.9 1.3 2.1 11.1 8.2 0.4




Under $25K 74.9 7.9 2.8 5.5 7.7 1.2

$25K-$50K 71.7 7.8 3.5 8.9 6.5 1.6

$50K-$75K 75.4 10.9 3.3 5.9 4.6 0.0

$75K+ 66.7 7.0 4.7 9.6 11.3 0.6

$100K+ 67.0 4.4 4.4 11.1 12.7 0.2




<HS Grad 77.4 6.1 0.9 7.3 6.8 1.5

HS Grad 77.7 9.3 2.4 5.5 3.8 1.3

Some College 68.5 6.2 6.6 8.0 9.9 0.8

Coll Grad+ 63.0 10.9 4.2 10.4 11.5 0.0


More People Say Broadcast Television is Their Primary Source of News


Persons 18+

Persons: Primary Source for News (%)

Age BroadcastTV

Cable NewsNetworks Radio Newspapers Internet Public TV Mobile

18+ 40.9 15.2 7.5 10.2 17.4 7.8 1.1

18-34 28.8 15.1 6.3 7.1 30.4 9.0 3.3

18-49 34.3 14.3 8.7 8.9 24.1 8.0 1.7

25-49 36.9 12.6 10.0 9.3 22.4 7.9 0.9

25-54 38.9 12.6 9.6 9.5 20.6 8.0 0.8

35-64 44.2 15.4 8.5 11.7 12.8 7.4 0.0

65+ 59.0 15.0 5.3 11.3 3.3 6.2 0.0

13-17 37.9 12.3 5.8 7.1 24.7 11.0 1.2


More People Turn to Broadcast Television First for Local Weather, Traffic or Sports


Persons 18+

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

Age BroadcastTV


18+ 57.1 4.5 9.6 3.7 15.6 7.5 2.0

18-34 43.0 5.2 9.4 1.8 27.8 7.7 5.2

18-49 48.3 4.8 9.2 3.5 22.5 8.6 3.2

25-49 50.1 4.3 9.8 3.6 21.2 8.7 2.4

25-54 52.9 3.9 10.5 3.4 19.5 7.9 2.1

35-64 61.5 3.8 10.0 4.9 11.1 8.0 0.7

65+ 76.7 5.7 7.7 3.0 3.1 3.5 0.3

13-17 43.0 4.4 6.7 5.1 23.2 11.7 6.0


More People Turn to Broadcast Television First for Breaking News


Persons 18+

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

Age BroadcastTV


18+ 46.1 25.6 3.9 1.2 16.1 6.4 0.8

18-34 35.9 21.7 4.9 1.0 26.8 8.2 1.6

18-49 39.8 22.6 4.6 0.8 23.7 7.5 1.1

25-49 41.5 22.2 5.4 0.4 22.3 7.4 0.7

25-54 43.4 22.9 4.9 0.3 20.7 6.9 0.7

35-64 47.7 28.0 3.7 1.4 12.7 6.1 0.4

65+ 68.8 24.2 1.8 0.0 2.0 3.2 0.0

13-17 43.3 20.8 3.0 1.3 22.5 8.7 0.4


More People Feel Broadcast Television is Most Involved in Their Community


Persons 18+

Persons: Most Involved in Community (%)

Age BroadcastTV

Cable NewsNetworks Radio Newspapers Internet Public TV

18+ 57.0 2.7 6.6 22.9 3.9 6.8

18-34 51.3 2.9 7.1 19.5 9.1 10.2

18-49 55.7 2.8 6.9 20.5 5.9 8.2

25-49 57.4 2.6 7.2 19.9 4.9 8.0

25-54 58.1 2.3 7.1 20.4 4.4 7.8

35-64 58.7 2.9 6.2 24.5 1.7 6.0

65+ 65.3 0.5 7.1 24.8 1.0 1.4

13-17 42.4 4.9 6.9 17.4 14.0 14.5


High Percentages of Adults Have Ever Visited Websites Affiliated with

Local Broadcast Television Stations


High Percentages of Adults Have Visited Websites Affiliated with Local Broadcast Television Stations

in the Past 30 Days

44Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who have ever visited local media website(s).

Local Broadcast Television Station Website Visitors are Likely to View Video Content on These Sites

45Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who visited local broadcast station website(s) in the past 30 days.

Adults Turn to Local Television Station Websites for Local News and Event Information (%)

46Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Note: Multiple responses allowed.

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Tvb Media Comparisons 2010 Persons

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