american conversation studyradio station web/apps source: tvb/dynata coronavirus media usage study...

1

AMERICAN CONVERSATION STUDY2020

2

Methodology• This study was conducted online among a sample of 2,000 Americans, age 18+.

• The data has been weighted to demographically reflect the US Census

• People were asked to recall the topics of their conversations from the past 24

hours, and then were asked a series of questions describing up to 5 category

conversations.

• Each of these conversations were the person’s most significant or

meaningful conversation in the category.

• Categories followed up upon were selected randomly.

• Respondents were also asked attitudinal questions.

• When items in the survey reflected local TV stations, the respondent’s local

affiliate call letters were shown.

• The survey was fielded online from September, 23rd to October, 6th , 2019

• The median interview length was 20 minutes.

3

Local Broadcast TV is The Primary Source of News

For Americans

48%

37% 36% 36%

24%

16%

Local broadcast TV Cable TV Natn'l broadcast TV Online Print Radio

% of Americans Consuming Any Type of News

Base: Respondents (Total Public, n=2000)

Q11) Primarily, which source do you use to get your news and information?

Source: Engagement Labs TVB American Conversation Study 2020

4

81%

78%

77%

74%

74%

72%

69%

68%

64%

64%

61%

50%

39%

Local broadcast TV stations

Local newspapers

Local broadcast TV station website/apps

Local newspapers website/apps

Local radio stations

Local radio station website/apps

Natn'l broadcast TV news

Cable TV news

Natn'l broadcast TV news website/apps

Cable TV news website/apps

Natn'l newspaper websites/apps

Online-only news website/apps

Social Media

How Likely Are You To Believe What Somebody Tells

You If They Say They Heard About it From This Source?

Base: People (Total Public, n=2000)

Q14: How likely are you to believe what somebody tells you if they say they heard about it from this source? Top 2 box shown


% of People More Likely To Believe What They See/hear from this source…

5


Q13a: How likely are you to share or repeat with other people the news you get from…?


24%

22%

22%

20%

17%

19%

18%

17%

18%

16%

20%

15%

13%

44%

38%

37%

36%

38%

35%

36%

36%

34%

35%

30%

29%

29%


National broadcast TV news

Local TV stations website/apps

Cable TV news

National bdcst TV news website/apps

Local newspapers



Local newspaper website/apps


Social media

National newspaper website/apps


Very Likely Somewhat Likely Top 2 Box

68%

60%

56%

55%

54%

54%

53%

52%

51%

50%

44%

42%

59%

Local News Proves To Be The Most ‘Share-worthy’

Among Americans% of People Very/Somewhat Likely to Share News from…

6

Local TV News Sources Are #1 For Trust Among

Americans…Far More Than Cable News Or Social Media


Q17: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news that I see/hear on…


% of People Who Trust News from…

31%

28%

28%

25%

23%

25%

27%

21%

19%

18%

23%

14%

8%

50%

49%

48%

50%

49%

47%

37%

38%

40%

39%

33%

31%

23%


Local TV stations website/apps

Local newspapers


Local radio website/apps

Local newspapers website/apps

Natn'l broadcast TV news


Cable TV news


Natn'l newspaper website/apps

Online-only news

Social media

Strongly Agree Somewhat Agree Top 2 Box

81%

77%

75%

72%

72%

64%

59%

59%

57%

56%

45%

31%

76%

7

59%

27%

27%

22%

21%

17%

14%

5%

5%

4%

4%

3%

3%

Social media


National broadcast TV news

Natn'l newspaper website/apps

Cable TV news





Local broadcast TV stations website/apps


Local newspapers

Local newspaper website/apps

‘”I Find the Problem with Fake News to be Most

Prevalent on…


Q16: I find the problem with “fake news” to be most prevalent on…


% of People Who Find Fake News Most Prevalent on…

Only 5% report ‘fake news’ to be most prevalent on local broadcast

TV.

8

Associate with a Trusted, Believable, Platform

“Likely to believe what somebody tells you if they heard it from…”68%81% 39%

“Fake news most

prevalent on…”

59%81% 31%

Base: People (Total Public, n=2000) Q14,Q16, Q17 top 2 boxes


21%5% 59%

“I trust the news I see/hear on…”

99

CATEGORY OPINION LEADERS

CATEGORIES ON WHICH THEY FREQUENTLY GIVE ADVICE,

SUGGESTIONS AND IDEAS TO OTHER PEOPLE, SUCH AS FAMILY

AND FRIENDS

10

83% 85% 84%88%

82%86% 85% 84%

77% 80% 81% 82% 79%85%

81% 78%

68%63% 65% 67%

63%

75%

64% 62%

40%

30% 33%40%

32%

44%

33%38%

Automotive Beer/wine/spirits Beverages Financial Dining Furniture Healthcare HomeImprovement

Local Broadcast TV Local TV Websites/apps Cable TV Social Media

Category Opinion Leaders: Local TV Stations Are

The Most Trusted

% of Category Opinion Leaders Who Trust News from…


Top 2 boxes=strongly agree, somewhat agree


11

86%81%

85% 85% 88% 86% 84% 83%81% 83%

73%

81% 84% 82% 84% 83%

68% 66% 70%65% 67% 69%

75%

66%

30%

43%36% 39%

33% 33%

47%

33%

HH Products Legal Media &Entertainment

Personal Care Politics Retail Telecommunications Travel

Local Broadcast TV Local TV Websites/apps Cable TV Social Media

Category Opinion Leaders: Local TV Stations Are

The Most Trusted

% of Category Opinion Leaders Who Trust News from…


Top 2 boxes=strongly agree, somewhat agree


Coronavirus Media Usage Study

April 2020

MethodologyWHO:

▪ The survey went into 10 states with a total of 10,042 Adults 18+ respondents; with approx. 1,000 per state

▪ 10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, Washington

HOW:

▪ Interviews were collected via opt-in online survey. The median completion time of the survey was about 6 minutes

WHEN: Interviews took place April 1-7, 2020

13

Which Source Do You Feel Gives You The Best Information & Updates On The Coronavirus?

54%

27%

15%

12%

7%

7%

7%

6%

5%

3%

3%1%

Broadcast TV News

Cable TV news

Government websites

Social media

Broadcast TV news web/apps

National newspapers

Local newspapers

Radio stations

All other internet news web/apps

Cable TV news web/apps

Natn'l/Local newspapers web/apps

Radio station web/apps

Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, Washington)Q8: Which source do you feel gives you the best information & updates on the Coronavirus as it pertains to preventive procedures, closures, cancellations, and local regulations? Respondents could select up to two choices.

14

Local Broadcast TV News: The Most Trusted

Source: TVB/Dynata Coronavirus Media Usage Study April 2020 P18+ N = 10,042Q9: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hearon this media source… (Top two boxes = Agree Strongly and Agree Somewhat)

10 State Total

CA FL GA IL LA MI NJ NY TX WA

Local Broadcast TV News 83% 82% 82% 83% 84% 83% 84% 81% 85% 85% 84%

Broadcast Net. Nat’l TV News 78% 80% 78% 77% 82% 71% 78% 79% 83% 77% 77%

Government websites 76% 78% 75% 76% 76% 77% 75% 80% 75% 77% 76%

Local Newspapers 76% 75% 73% 76% 78% 73% 78% 77% 78% 74% 77%

Radio Stations 74% 73% 71% 75% 75% 72% 75% 75% 77% 74% 74%

Local broadcast TV news web/apps

71% 72% 69% 72% 72% 68% 71% 72% 74% 70% 70%

Cable TV News Channels 71% 73% 73% 69% 70% 67% 69% 74% 76% 72% 68%

Social Media 45% 47% 50% 51% 44% 47% 37% 44% 50% 44% 36%

I trust the News that I see/hear on this media source:Percent Agree (Top 2 boxes)

15

Gallup/Knight Survey: Ratings of News Coverage of Coronavirus Situation

16Source: Gallup/Knight Foundation, April 14-20, 2020. No answer percentages not shown.

american conversation studyradio station web/apps source: tvb/dynata coronavirus media usage study...

Documents