A GfK Research study has found that American consumers spend more time with television than all other ad-supported media platforms and that consumers overwhelmingly trust local broadcast TV news over any other source.
The 2020 Media Comparisons Study, carried out in collaboration with TVB, looked at multi-media usage and effectiveness and investigated how individuals consume ad-supported media – both traditional and digital. It explored reach, time spent, and the role each medium plays in motivating consumers to learn more about a product or service – and what ultimately affects their purchase decisions.
GfK says that the results confirm television’s advantages as an advertising medium across various demographics and product categories. Local broadcast TV, both on-air and digital, when compared to other media, maintained its position as the top medium for consumers.
Adults over 18 spent 5 hours and 17 minutes with television daily. The next closest medium was social media at 1 hour and 6 minutes, followed by radio (1:01) and email (1:00). TV also delivered the highest reach with 80% of adults daily, and broadcast alone delivering a 78% reach. Social media, radio, search and cable each had reach in the mid-50th percentile.
The research also showed that if respondents could choose only five TV networks, the big four broadcast networks would be their top choices. A cable network took fifth place, but had less than half the support. Three-quarters of adults regarded local broadcast TV as the most trusted news source. This compares with local TV news websites/apps (64%), radio (68%), cable TV (56%) and social media (25%).
Television was the top advertising medium influencing purchase decisions: 63% higher than the number of respondents citing social media, about 3 times higher than direct mail and search, and 7 times more influential than radio.
Assessing the 2020 Media Comparisons Study’s findings, Steve Lanzano, president and CEO of TVB said that the clear main take was that despite competition for consumers’ attention growing by the day, television continued to stand tall as the medium with which people choose to spend most of their available time.
“[TV’s] continued dominance translates to dependable clout for advertisers across the marketing landscape,” he said. “.And at a time when accusations of ‘fake news’ fly from all corners of the media and social ecosystem, local TV in particular remains far and away the most trusted medium and source of information. That has a lot to do with TV’s greater influence in consumer purchase decisions. Which marketer wouldn’t want that power behind them?”