Study: Television Remains the Most Dominant Medium

The reports of traditional television’s demise are greatly exaggerated, at least according to an industry trade group.
 
A TVB-commissioned study conducted by GfK says adults spend an average of 4 hours, 54 minutes per day with TV, or 16 percent more than the time spent on all other ad-supported media combined.
 
According to the study, radio came in at No. 2 at 62 minutes per day. Email was third at 56 minutes and social media third at 50 minutes.
 
The study also underscores the strength of local news.
 
Local television the most-used news sourse
 
Among the respondents, 22 percent said local TV news is their primary TV news source, compared to 14 percent for network TV news and 13 percent for cable news networks.
 
Viewers also turn to TV websites for their online news fix. Ten percent said broadcast news sites and apps are their primary news source. That compares to 8 percent for all other internet news sites and 7 percent for social media platforms.
 
Further, 68 percent of adults said local broadcast TV news sites and apps are the most trusted digital news source. That was comfortably ahead of all other internet news sites (48 percent) and social media (31 percent).
 
TVB will release further findings from the study at a Sept. 29 conference in New York.
 
Media Life, September 8, 2016