Consumers Cite Greater Engagement With Local TV News Than Other Local Media, New Survey Finds
April 06 2009 - 10:35AM
PR Newswire (US)
NEW YORK, April 6 /PRNewswire-FirstCall/ -- Respondents to a new
survey of local TV viewers around the country said they are more
engaged with advertising within local TV newscasts than each of
four other "traditional" media evaluated - 55% vs. 45% for direct
mail; 57% vs. 43% for magazines; 64% vs. 36% for newspapers; 72%
vs. 28% for radio; and 81% vs. 19% for Yellow Pages. The survey was
conducted by Frank N. Magid Associates, Inc. for Hearst-Argyle
Television, Inc., owner of one of the nation's largest broadcast
television station groups and more than three dozen local websites.
The survey, of adults age 25-54, encompassed consumers' use of
various media, with an emphasis on localism, including local TV,
print newspapers and magazines, radio, web sites, Yellow Pages and
direct mail. The survey sample size of 2,500 respondents enabled
analysis and projectable findings on a per-media category basis.
Magid is a leading research firm serving clients in 37 countries.
Other survey findings: -- Local TV news was cited as "my most
important source of information in my community" by 47% of
respondents, who rated the medium a "4" or "5" where "5" means
"strongly agree." Print newspapers also were cited by 47%, followed
by websites (30%), radio (17%) and print magazines (7%); --
Particularly relevant in a year with myriad weather events, 66% of
respondents cited local TV as their most important source of
weather news, followed distantly by the Web (41%), radio (17%),
print newspapers (11%), and print magazines (3%); and -- Local TV
news ads led the pack for "buzz" generation, at 30%, followed by
magazines (27%), newspapers (20%), radio (19%), websites and direct
mail (each 17%), and Yellow Pages (7%). The survey results also
suggest the economy is drawing consumers closer to their local TV
news outlets. Ninety-nine percent of respondents said they are
turning to local TV news at least as much or more frequently than
in the past as a result of current economic conditions. In response
to the question "How have the recent economic conditions changed
your frequency of doing each of the following?" 16% of the
respondents said they are following local TV news "more." The only
medium surpassing local TV news in this category was the Internet,
cited by 17% of respondents. Print newspapers, radio and print
magazines all trailed at 10%, 9% and 6%, respectively.
Hearst-Argyle Television, Inc. a leading local media company, owns
26 television stations, and manages an additional three television
and two radio stations. The Company's television stations reach
approximately 18% of U.S. TV households, making it one of America's
largest television station groups. It also owns 37 websites and 20
digital multicast channels providing news, weather and
entertainment programming. Hearst-Argyle is majority-owned by
Hearst Corporation. The Company's Web address is
http://www.hearstargyle.com/. DATASOURCE: Hearst-Argyle Television,
Inc. CONTACT: Tom Campo of Campo Communications, LLC,
+1-212-590-2464, , for Hearst-Argyle Television, Inc. Web Site:
http://www.hearstargyle.com/
Copyright