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STUDY: Local TV News Gets Americans Talking

A recent TVB study shows local TV news is three times more likely than online media to start a conversation among Americans.

“The American Conversation” study asked participants about the details of over 9,000 online and offline conversations in April 2013. The study showed 55% of all “News of the Day” conversations were sparked by television, while online media started just 18%.

Local broadcast television delivers the news that feeds most of these conversations, with 82% of people talking daily about Weather, 75% about National or International News, 63% about Local News, 49% about Sports and 42% about Traffic.  And when it comes to discussing Products and Services, advertising seen on Local Broadcast News is 30% more likely to spark or inform those conversations than that seen on Cable News.

“Despite the belief that young people have disengaged with watching news, young adults claim that Local Broadcast News content drives a higher percentage of their daily conversations than most other television genres – more than Cable News, Sports, and even Primetime programming,” said Stacey Lynn Schulman, chief research officer of the TVB.

The study also said that 77% of daily conversations take place face-to-face as apposed to online (8%).

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