Even without ATSC 3.0, eh?
Not very surprising. I think the hype of a few years ago was way overblown.
People watch TV, even if they're also using their smartphones at the same time.
If anything, it looks like cord cutting or cord shaving is making local
broadcasters more watched than before.
Also not surprising about TV ads being the most effective, in spite of all the
wailing about targeted ads. Broadcast ads have always been targeted to a
degree, to appeal to the audience of the show. I'm sure that I'm not the only
person who funds TV ads much harder to ignore, than the nuisance ads that
clutter up your computer screen while browsing the web. Those are as easy to
filter out mentally as are ads in newspapers and magazines. They only get your
attention if they are relevant to you at that moment.
Although I'm not sure what this means:
"Local broadcast TV, **both traditional and digital**, was the top medium for
consumers."
All local broadcast TV has been digital, for many years. Maybe a few analog
LPTV stations soldiered on for a time. If they are referring to people watching
local stations on analog cable, wow, do any such still exist?
Bert
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https://www.tvtechnology.com/news/tv-still-king-in-time-spent-with-by-consumers-says-gfk
TV Still King in Time Spent With by Consumers, Says GfK
By Michael Balderston 2 days ago
Local TV also identified as most trusted news source
NEW YORK-Consumers spend more time watching TV than they do interacting with
any other ad-supported media platform. That is one of the key takeaways from
the 2020 Media Comparisons Study done by GfK in collaboration with TVB, the
local broadcast TV trade association.
The 2020 Media Consumption Study looked at how individuals consume ad-supported
media, as well as the platforms' reach, time spent and role in motivating
consumers to learn more about a product or service. The study also looked at
where people get their daily news.
Local broadcast TV, both traditional and digital, was the top medium for
consumers. Adults 18 and older spent five hours and 17 minutes with TV daily;
social media was the next closest with an hour and six minutes, while radio
came in at an hour and one minute. It also had the highest reach of those 18
and older, available to 80%, 78% of which is from broadcast; social media,
radio and cable were in the mid 50s.
Local broadcast TV was also cited as the most trusted news source, having 75%
of respondents 18 and older agreeing. The big four broadcast networks (ABC,
CBS, NBC and Fox) were also highlighted as the four top choices of TV networks,
with a cable channel rounding out the top five.
As far as advertising, TV led the way in that as well. It was noted as an
influencer in purchase decisions 63% more than social media, three times more
than direct mail and search, and seven times more so than radio. Among adults,
54% said TV ads motivated them to do more research, with those numbers
increasing in certain categories (i.e. car buyers).
"Competition for consumers' attention grows by the day, and yet television
continues to stand tall as the medium with which people choose to spend most of
their available time," said Steve Lanzano, president and CEO of TVB.
The full 2020 Media Consumption Study is available online.
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