BROADCAST TV OUTPACES ALL OTHER
DIGITAL AND CABLE NEWS BRANDS
SmithGeiger Research Demonstrates Relevance, Resilience, and Increased Value of
Local and Network TV
Bucking conventional wisdom, the power and relevance of local and network TV
broadcasting remains remarkably strong and resilient even when measured
against leading digital brands including Apple, Google, Facebook, Netflix and
Twitter.
That is the finding of recent research from SmithGeiger LLC which conducted
3,365 online interviews with news consumers ages 18 to 64 across America on
behalf of the NAB. The research explores and captures depth of brand affinity
toward local and network broadcast TV brands in comparison with “digital” and
“cable” brands. In all 22 different brands were assessed including all local
broadcasters in each market. “Broadcast brands” in the study included networks
ABC, CBS, NBC, FOX, Univision and Telemundo and all local affiliates; “Digital
brands” included Google, Netflix, Facebook, Microsoft, Apple, Twitter and Yahoo;
“Cable brands” included CNN, FOX News, and MSNBC.
The Power and Resilience of Broadcasting
• Broadcast television remain an essential part of the news landscape, and its
impact is expanding with digital adoption:
 66% of all 18 to 64 year olds are getting news and information from a
broadcaster on TV, on the web, or on a mobile device at least once a
week
 TV remains the #1 daily news platform – with 39% watching news on
broadcast TV every day
 Half (48%) see broadcast news as more important today, then it was
a year ago
 Nearly as many (45%) project broadcast news to be even more
important in the next 2 to 3 years (2.5 times the numbers who see
broadcast news on TV as becoming less important: 18%)
• As broadcasters effectively serve the news audience in more places, with
greater convenience and immediacy, the value and relevance of
broadcasters increases
 Four-in-ten (39%) are now turning to a broadcaster’s digital
platforms (website or mobile apps) every week for news and
information
 Over half (53%) of news consumers see their broadcasters as now
serving their news needs “24/7”
 39% have a stronger connection to their broadcaster because of their
digital offerings
 68% have watched a broadcast news video on a digital platform this
past week (56% watched broadcast news on a mobile device)
The Media Brand Equation
According to Dr. Seth Geiger, the lead researcher on this project, the resilience
and appeal of broadcasting is notable, “by any measure, broadcasters are
resonating at extremely high levels with media consumers. The resilience,
relevance, and reliance news consumers continue to place on broadcasters is eye
opening.” Overall, the combined aggregate of local and network broadcast
brands outpaces the digital brand category and the cable news category.
 Broadcasters receive a 57% positive brand affinity – outpacing all other
media including Digital Brands (52%) and Cable Brands (40%).
 In a measure capturing overall brand sentiment, Broadcasters capture over
7 positive brand sentiments for every negative assessment, significantly
stronger then Digital (3.7 positive to negative ratio) or Cable Brands (1.7).
 And in a comparison of 11 distinct brand attributes (trustworthy,
informative, relevance, innovation, having a personal connection, makes a
difference in your daily life), the average score for Broadcasters (49%) out
performs Digital Brands (43%) and Cable Brands (34%).
Key Takeaways:
• Broadcasters have never been more relevant, more essential, and more
connected to the needs of their audience.
• News consumers are flocking to broadcasters on-air, online, and on mobile
devices and these platforms are mutually reinforcing one another.
• Reliance on broadcasters is outpacing all other news sources
• The brand strengths for broadcasters are incredibly resilient and stronger in
comparison to the leading digital brands and far outpacing cable news.
• Broadcasting has evolved into a 24/7 convenience platform for all screens
at all times, eclipsing even digital brands in brand sentiment.
Contact info:
Seth Geiger
President
SmithGeiger LLC
818-874-2000
212-329-4710
[email protected]