Transcript The Unique Value of Advertising in Local TV Broadcast News © GfK 2014 | The Unique and Powerful Selling Proposition of Local.

The Unique Value of Advertising in
Local TV Broadcast News
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Methodology
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Methodology
• Qualified respondents were:
 Adults 25+
 Regular Viewers of Local Television News, i.e., those who watch at least a
few times per week. To rate other media, respondents were also required
to be Regular Users (watch or use twice a week or more).
• Respondents were drawn from 24 Hearst Television markets, as distributed
below:
Total
N=2,655
Boston
N=200
Orlando
N=200
Pittsburgh
N=200
Sacramento
N=200
Baltimore
N=200
Kansas
City
N=100
Cincinnati
N=100
Milwaukee
N=100
Greenville
N=100
West Palm
Beach
N=100
Remaining
14 Markets
N=1,155
• Data was weighted (using MRI targets) by key demographic variables of local
television news viewers.
• Interviews were conducted March 27 – April 9, 2014 -- via a 20-minute online
survey.
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Defining Local TV News Viewers
For the purposes of this research, viewers are defined as those watching local
television news at least a few times per week. Throughout the report, all findings
are based on this total sample of viewers of local television news and will be
referred to as Regular Viewers or Viewers.
Survey Question: And how often do you do each of the following? Watch local
television news, such as (Networks inserted based on DMA)
Multiple
times a
day
Once a
day
A few
times a
week
Regular Viewers
A few
times a
month
Once a
week
Once a
month
Less
than
once a
month
Never
Excluded from research
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Value, Importance and Influence of
Local Television News
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Nearly Eight in Ten Trust What They See on Local Television News;
Nearly Nine in Ten Find It Time Well Spent
“I would go out of my way to watch
Local Television News”
“Watching Local Television News is an
essential part of my life”
“I enjoy telling others about what I see / hear on
Local Television News”
“I consider myself a loyal viewer of Local Television News”
“I trust what I see / hear on Local Television News”
“The time I spend watching Local Television News is time well spent”
Q1. Please indicate the extent to which you agree or disagree with each of the following statements with regard to local television news
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655); Strongly/Somewhat Agree
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Local Television News Leads in Trustworthiness Among Viewers of All Ages
I Trust What I See / Hear On <Media>
Strongly/Somewhat Agree (%)
81
79
81
79
79
77 77
76
74 74
74
72
75
73
74
72
70
70
67
65
64
63
62
60
Total Respondents
Local Television News
Adults 25-54
Broadcast Network News
Adults 35-64
Newspapers
Cable News
Adults 55+
Magazines
Radio
Q1/Q2/Q3. Please indicate the extent to which you agree or disagree with each of the following statements with regard to
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655); Newspapers (n=653); Magazines (n=652); Cable News (n=651); Broadcast Network News
(n=652); Radio (n=653)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Viewers Feel Local Television News is an Essential Part of the Day
“Watching Local Television News is an Essential Part of My Life”
(% Agree)
Watching/Using … is an Essential Part of
My Life (Total % Agree)
Local Television News
73%
Newspapers
72%
Magazines
66%
Broadcast Network News
65%
Radio
64%
Cable News
64%
Search Engine Sites
62%
Social Networking Sites
54%
Online Video Sites
53%
Q1/Q2/Q3. Please indicate the extent to which you agree or disagree with each of the following statements with regard to
Base: Regular Viewers of Local TV News (n=2655)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Local TV News Viewers Value Its Connection to Community and Family
Staying up to date on local television
news helps me feel connected to my
community
With so much media focusing on the country and the
world, local news is important for me to feeling part of
my own community
85%
15%
83%
17%
In a world with so much information out there, local
news is one of the few things I can trust to focus on
what’s important for me and my family
77%
23%
Local television news is the most
relevant type of news to me / my family
77%
23%
Local news is more important today than ever
75%
25%
I like to share what I see / hear on local news with
friends and neighbors in my community
71%
0%
Strongly/Somewhat Agree
25%
29%
50%
75%
100%
Somewhat/Strongly Disagree
Q9. Please indicate the extent to which you agree or disagree with each of the following statements with regard to local television news.
Base: Regular Viewers of Local TV News (n=2655)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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The Powerful Appeal of Ads in Local Television News
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Nearly Six in Ten Viewers Rely On Local Television News
For Products And Services Ideas
“I rely on local television news for product and service
ideas that are relevant to me in my life”
(% Strongly/Somewhat Agree)
Younger Viewers Rely
Even More Heavily
I rely on local television news
for product and service ideas
that are relevant to me in my life
(Strongly/Somewhat agree)
Adults 25-34
64%
Adults 25-54
61%
Adults 35-64
59%
Adults 35+
56%
Q9. Please indicate the extent to which you agree or disagree with each of the following statements with regard to local television news.
Base: Regular Viewers of Local TV News (n=2655)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Three Quarters of Local Television News Viewers Feel Ads On Local TV
News Are Tailored to Their Community
Strongly/Somewhat Agree
(%)
Ads that air on local
television news are tailored
for my community
77%
74%
55%
Ads I see on local television
news feel like they are chosen
specifically for people like me
Adults 25-54
49%
Over Half P2554
Viewers Feel Ads on
Local Television News
are Chosen Specifically
for Them
Total Respondents
Q13. Please indicate the extent to which you agree or disagree with each of the following statements with regard to the ads you see on local television news
Base: Regular Viewers of Local TV News (n=2655)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Nearly Half of Women 25-54 Have Researched Advertisers Further
After Seeing Their Ads on Local Television News
“Do an Internet search for more information about the
product / service”
“Look for reviews of the product / service”
“Visit the product’s / service’s
website or Facebook page”
Q12. Which of the following actions have you taken as a result of seeing a product or service advertised on local television news?.
Base: Women 25-54 Regular Viewers of Local TV News (n=851)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Local Television News Is More Likely to Get the Conversation Started
About Advertisers Than Social Media
Women 25-54
Strongly/Somewhat Agree (%)
55
51
I find myself talking about the
products and services I see advertised on
/ in [media] with family and friends
38
30
50
44
I find myself recommending the
products and services I see advertised on
/ in [media] to family and friends
34
26
Local Television News
Online Video Sites
Social Networking Sites
Search Engine Sites
Q14/Q15/Q16. Please indicate the extent to which you agree or disagree with each of the following statements with regard to [MEDIA]
Base: Women 25-54 (A Few Times A Week or More) of : Local Television News (n=851); Online Video Sites (n=248); Social Networking Sites (n=256); Search Engine Sites (n=220)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Over Half of Viewers Purchase Products and Services Advertised on
Local Television News
“Ads on / in Local Television News help me
make purchase decisions”
“Ads on / in Local Television News inspire me to
try new products and brands”
“I can trust products and services that are advertised on
/ in Local Television News”
“I purchase products and services I see advertised on /
in Local Television News”
This increases to
58% among Adult
25-54 News Viewers
Q14. Please indicate the extent to which you agree or disagree with each of the following statements with regard to Local Television News
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655)
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Milwaukee
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Most TV news viewers in Milwaukee watch at least once per day –
and most consider themselves loyal viewers.
Watch local TV news at least once
per day
Consider themselves loyal viewers
of local TV news
89%
75%
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655)/Milwaukee Market Sample Size: 100 Adults 25+
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Half of Milwaukee Viewers Purchase Products and Services
Advertised on Local Television News
“Ads on / in Local Television News help me
make purchase decisions”
“Ads on / in Local Television News inspire me to
try new products and brands”
“I tend to pay more attention to ads that appear
in local TV news.”
“Ads in Local TV news help me stay up to date on products and
services available in the community.”
Q14. Please indicate the extent to which you agree or disagree with each of the following statements with regard to Local Television News
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655)/Milwaukee Market Sample Size: 100 Adults 25+
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Ads in Local Television News Spur Milwaukee Viewers to Action
How often do you investigate further or purchase a product or service advertised on / in <media>
Often / Sometimes (%)
54
Local television news
53
Search engine sites
46
Print newspapers in any format
45
Magazines in any format
33
Social networking sites
25
Broadcast network news
24
Radio on any device
Online video sites
19
Cable news such as CNN, FoxNews, MSNBC
19
Q14/Q15/Q16. Please indicate the extent to which you agree or disagree with each of the following statements with regard to [MEDIA]
Base: Regular Viewers (A Few Times A Week or More) of : Local Television News (n=2655)/Milwaukee Market Sample Size: 100 Adults 25+
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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Summary
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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The Unique Value of Advertising in Local TV Broadcast News
Summary
Local Television News Viewing Environment
•
•
•
•
High Degree of Trust
An Unrivaled Source of Local Content
Strong in Community Connection
Relevant to Viewers and their Family
Local Television News Advertising Environment
•
•
•
•
Resource for Product and Service Ideas
Fosters Community Bonds with Viewers
Shows Sense of Caring Toward Viewers and their Family
Prompts Viewers to Act
• Purchase
• Research
• Word of Mouth Recommendations
© GfK 2014 | The Unique and Powerful Selling Proposition of Local Television News| June 2014
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