tvb media comparisons 2010 persons
DESCRIPTION
New Media Comparisons study from TV Bureau of Advertising. Mobile added for first time. Cell phone only panelists included in sample.TRANSCRIPT
Television Bureau of Advertising
Media Comparisons 2010Persons
TVB Media Comparisons Study
In the field in January 2010 New Vendor: Knowledge Networks, utilizing
their “Knowledge Panel” Online survey Knowledge Panel includes cell-phone only homes, as
well as teens
1,562 respondents in total 1,421 P18+ An additional 141 P13-17
New medium added in 2010: Mobile
2
3
Television Reaches More People Each Day than Any Other Medium
Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
People Reached Yesterday by Major Media (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 89.5 38.6 60.6 28.6 67.5 14.3
18-34 82.4 23.4 57.5 22.8 75.2 23.8
18-49 85.9 30.2 61.7 25.3 75.3 18.9
25-49 87.5 33.2 66.1 26.6 75.3 17.9
25-54 88.0 35.1 67.0 27.9 73.1 16.8
35-64 92.3 43.1 65.0 31.0 66.2 11.3
65+ 96.9 62.8 45.7 33.4 49.4 0.3
13-17 86.2 19.8 58.4 24.5 79.0 15.4
4Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
People Reached Yesterday by Major Media (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 91.8 27.2 55.4 21.1 56.0 7.1
$25K-$50K 86.0 40.4 58.8 29.8 62.5 13.7
$50K-$75K 91.7 36.7 60.9 24.8 65.9 11.2
$75K+ 88.4 40.9 64.6 33.9 83.3 21.8
$100K+ 86.8 37.4 63.6 32.4 81.4 25.0
5Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
People Reached Yesterday by Major Media (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 85.9 26.9 46.8 21.7 60.2 9.6
HS Grad 91.9 40.6 60.1 27.6 51.1 6.9
Some College 88.3 36.0 60.0 26.8 76.3 19.2
Coll Grad+ 89.9 42.0 71.9 35.5 85.5 21.2
6Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
People Spend More Time with Television Each Day Than They Do with Any Other Medium
7Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons: Time Spent Yesterday in Minutes with Major Media
Age Television Newspapers Radio Magazines Internet Mobile
18+ 319.2 26.4 91.2 15.6 156.6 19.2
18-34 232.8 13.8 73.2 13.2 192.6 33.0
18-49 267.6 19.2 90.6 13.8 181.2 25.2
25-49 273.6 20.4 100.8 13.8 168.0 21.0
25-54 283.8 21.6 106.2 15.0 160.2 19.2
35-64 348.6 32.4 106.8 16.2 147.0 14.4
65+ 431.4 34.2 59.4 19.2 93.0 0.0
13-17 226.8 7.8 66.6 12.6 152.4 31.2
8Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons: Time Spent Yesterday in Minutes with Major Media
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 411.0 22.2 93.6 12.6 140.4 17.4
$25K-$50K 330.0 23.4 97.2 19.2 150.0 24.0
$50K-$75K 289.8 25.2 91.8 13.2 141.6 11.4
$75K+ 240.6 27.6 76.8 14.4 180.0 24.6
$100K+ 232.8 27.6 67.8 13.2 190.8 28.2
9Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons: Time Spent Yesterday in Minutes with Major Media
10Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 319.8 18.0 64.8 13.8 124.2 22.8
HS Grad 371.4 27.6 94.2 18.0 131.4 12.0
Some College 304.8 19.2 99.0 13.8 173.4 27.0
Coll Grad+ 246.0 32.4 92.4 15.0 190.2 19.8
Television Advertising Has the Best Perception Among Persons 18+
11Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Most Authoritative
Persons:Most Authoritative Advertising (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 60.8 15.4 8.6 10.8 4.4 0.1
18-34 56.2 16.4 8.3 9.9 8.7 0.4
18-49 60.0 14.1 9.6 10.1 5.9 0.3
25-49 62.2 12.4 10.5 9.5 5.0 0.4
25-54 61.5 13.6 9.7 10.2 4.6 0.3
35-64 61.7 14.9 9.6 11.1 2.5 0.1
65+ 70.2 14.6 2.3 11.9 1.0 0.0
13-17 67.8 10.3 9.0 7.9 4.6 0.4
12Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Authoritative Advertising (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 59.7 14.0 12.1 11.4 2.6 0.2
$25K-$50K 59.9 15.9 7.3 11.9 4.3 0.8
$50K-$75K 66.7 12.6 5.9 10.6 4.2 0.0
$75K+ 60.1 16.1 9.0 9.1 5.7 0.0
$100K+ 61.1 13.9 9.9 11.0 4.1 0.0
13Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Authoritative Advertising (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 64.9 11.3 12.1 7.0 3.9 0.8
HS Grad 69.2 13.8 4.3 8.7 4.0 0.0
Some College 62.0 11.5 10.1 11.1 5.2 0.1
Coll Grad+ 50.1 22.6 8.5 14.5 4.3 0.0
14Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television Advertising Has the Best Perception Among Persons 18+
15Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Most Exciting
Persons:Most Exciting Advertising (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 83.4 2.5 3.2 6.0 4.5 0.4
18-34 78.0 1.6 4.8 6.3 8.7 0.7
18-49 81.1 1.6 4.4 6.7 5.7 0.5
25-49 82.1 1.8 4.0 6.1 5.3 0.6
25-54 82.4 2.2 3.6 6.1 5.1 0.6
35-64 84.8 3.2 2.5 6.4 2.8 0.3
65+ 94.1 1.0 1.8 2.2 1.0 0.0
13-17 85.0 1.0 1.4 5.0 7.2 0.4
16Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Exciting Advertising (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 82.3 1.2 5.1 6.6 4.1 0.7
$25K-$50K 80.0 4.1 3.9 6.4 5.7 0.0
$50K-$75K 88.1 3.1 1.8 3.2 3.3 0.5
$75K+ 84.5 1.4 2.0 6.7 5.3 0.2
$100K+ 84.9 0.5 1.8 8.5 4.3 0.0
17Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Exciting Advertising (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 82.8 2.8 4.7 3.8 5.7 0.1
HS Grad 84.4 2.1 4.0 6.0 3.5 0.0
Some College 85.9 1.3 2.0 5.6 4.3 0.9
Coll Grad+ 81.3 3.1 2.1 7.6 5.7 0.2
18Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television Advertising Has the Best Perception Among Persons 18+
19Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Most Influential
Persons:Most Influential Advertising (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 85.7 3.1 3.8 2.0 4.5 0.9
18-34 82.5 1.8 2.2 2.2 9.4 1.8
18-49 84.4 2.4 3.4 2.2 6.7 0.9
25-49 84.7 2.4 4.2 2.5 5.9 0.3
25-54 84.6 2.4 4.2 2.6 5.6 0.5
35-64 86.8 3.7 4.6 1.8 2.5 0.5
65+ 88.2 4.1 3.8 2.6 1.3 0.0
13-17 85.7 1.6 1.3 6.8 4.2 0.4
20Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Influential Advertising (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 85.7 2.2 1.9 3.9 3.6 2.7
$25K-$50K 81.2 4.2 5.3 2.4 6.3 0.6
$50K-$75K 86.7 3.7 5.5 1.5 2.6 0.0
$75K+ 88.3 2.2 2.0 2.1 5.0 0.4
$100K+ 90.8 1.9 1.3 1.5 4.5 0.0
21Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Influential Advertising (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 81.0 3.2 4.3 4.6 6.0 0.9
HS Grad 86.0 2.4 2.3 3.2 3.6 2.4
Some College 89.8 1.0 4.9 1.4 3.0 0.0
Coll Grad+ 84.8 5.2 3.0 1.2 5.9 0.0
22Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television Advertising Has the Best Perception Among Persons 18+
23Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Most Persuasive
Persons:Most Persuasive Advertising (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 78.1 5.1 6.0 6.1 3.9 0.9
18-34 77.0 3.1 5.4 7.2 6.4 0.9
18-49 77.3 3.0 6.8 6.8 5.2 0.9
25-49 78.6 3.0 6.2 6.3 5.1 0.8
25-54 78.1 3.4 6.4 5.9 5.1 1.1
35-64 78.5 5.3 6.6 5.7 3.1 0.8
65+ 79.0 9.5 4.1 4.9 1.2 1.4
13-17 74.4 7.5 5.2 4.2 8.3 0.3
24Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Persuasive Advertising (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 82.2 3.7 4.3 6.5 2.2 1.1
$25K-$50K 74.3 5.3 6.8 7.5 5.6 0.5
$50K-$75K 79.7 5.5 5.0 5.6 3.1 1.1
$75K+ 76.3 5.9 6.8 4.7 5.6 0.6
$100K+ 74.5 5.7 7.3 6.9 4.7 0.9
25Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Persuasive Advertising (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 73.8 8.7 6.6 3.2 7.0 0.7
HS Grad 84.7 2.4 3.0 7.3 2.4 0.3
Some College 77.7 2.9 8.3 5.5 3.9 1.7
Coll Grad+ 73.9 7.7 5.9 7.0 4.8 0.6
26Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Television Advertising Has the Best Perception Among Persons 18+
27Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Most Engaging
Persons:Most Engaging Advertising (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 77.2 4.0 4.9 6.9 6.2 0.8
18-34 75.8 2.5 4.8 6.5 9.6 0.8
18-49 76.5 3.4 5.1 6.2 7.5 1.3
25-49 76.1 3.6 4.9 7.7 6.0 1.7
25-54 76.4 3.3 5.4 7.3 6.0 1.4
35-64 78.1 4.6 5.3 5.9 5.1 1.0
65+ 76.4 5.0 2.6 14.8 1.2 0.0
13-17 77.0 0.4 4.2 4.3 12.3 1.8
28Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Engaging Advertising (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 76.6 3.9 5.4 5.5 8.4 0.3
$25K-$50K 71.1 6.4 4.5 10.3 5.7 2.0
$50K-$75K 81.6 3.8 5.5 4.7 3.8 0.7
$75K+ 79.5 1.6 4.2 6.1 8.1 0.5
$100K+ 81.1 1.0 3.9 4.7 9.3 0.0
29Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons:Most Engaging Advertising (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 75.9 5.7 4.8 3.9 9.0 0.8
HS Grad 76.2 4.0 5.2 9.3 4.6 0.7
Some College 78.3 2.6 4.9 7.5 5.8 1.0
Coll Grad+ 78.3 2.9 4.3 5.5 8.0 1.0
30Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
More People Learn About Products and Brands from Television
31Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons 18+
Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%)
Age Television Newspapers Radio Magazines Internet Mobile
18+ 71.1 8.9 3.9 7.3 7.8 1.0
18-34 67.5 4.2 2.7 8.1 16.1 1.4
18-49 70.5 6.2 3.7 7.4 10.9 1.2
25-49 70.8 6.8 4.0 7.7 9.3 1.4
25-54 71.2 7.2 4.3 7.5 8.7 1.1
35-64 73.2 10.5 5.0 6.4 4.2 0.8
65+ 69.1 14.0 0.9 11.3 4.7 0.0
13-17 76.9 1.3 2.1 11.1 8.2 0.4
32Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%)
Household Income Television Newspapers Radio Magazines Internet Mobile
Under $25K 74.9 7.9 2.8 5.5 7.7 1.2
$25K-$50K 71.7 7.8 3.5 8.9 6.5 1.6
$50K-$75K 75.4 10.9 3.3 5.9 4.6 0.0
$75K+ 66.7 7.0 4.7 9.6 11.3 0.6
$100K+ 67.0 4.4 4.4 11.1 12.7 0.2
33Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%)
Education Television Newspapers Radio Magazines Internet Mobile
<HS Grad 77.4 6.1 0.9 7.3 6.8 1.5
HS Grad 77.7 9.3 2.4 5.5 3.8 1.3
Some College 68.5 6.2 6.6 8.0 9.9 0.8
Coll Grad+ 63.0 10.9 4.2 10.4 11.5 0.0
34Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
More People Say Broadcast Television is Their Primary Source of News
35Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons 18+
Persons: Primary Source for News (%)
Age BroadcastTV
Cable NewsNetworks Radio Newspapers Internet Public TV Mobile
18+ 40.9 15.2 7.5 10.2 17.4 7.8 1.1
18-34 28.8 15.1 6.3 7.1 30.4 9.0 3.3
18-49 34.3 14.3 8.7 8.9 24.1 8.0 1.7
25-49 36.9 12.6 10.0 9.3 22.4 7.9 0.9
25-54 38.9 12.6 9.6 9.5 20.6 8.0 0.8
35-64 44.2 15.4 8.5 11.7 12.8 7.4 0.0
65+ 59.0 15.0 5.3 11.3 3.3 6.2 0.0
13-17 37.9 12.3 5.8 7.1 24.7 11.0 1.2
36Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
More People Turn to Broadcast Television First for Local Weather, Traffic or Sports
37Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons 18+
Persons: First Source for Local Weather, Traffic of Sports (%)
Age BroadcastTV
Cable NewsNetworks Radio Newspapers Internet Public TV Mobile
18+ 57.1 4.5 9.6 3.7 15.6 7.5 2.0
18-34 43.0 5.2 9.4 1.8 27.8 7.7 5.2
18-49 48.3 4.8 9.2 3.5 22.5 8.6 3.2
25-49 50.1 4.3 9.8 3.6 21.2 8.7 2.4
25-54 52.9 3.9 10.5 3.4 19.5 7.9 2.1
35-64 61.5 3.8 10.0 4.9 11.1 8.0 0.7
65+ 76.7 5.7 7.7 3.0 3.1 3.5 0.3
13-17 43.0 4.4 6.7 5.1 23.2 11.7 6.0
38Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
More People Turn to Broadcast Television First for Breaking News
39Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons 18+
Persons: First Source When a Breaking News Story is in Progress (%)
Age BroadcastTV
Cable NewsNetworks Radio Newspapers Internet Public TV Mobile
18+ 46.1 25.6 3.9 1.2 16.1 6.4 0.8
18-34 35.9 21.7 4.9 1.0 26.8 8.2 1.6
18-49 39.8 22.6 4.6 0.8 23.7 7.5 1.1
25-49 41.5 22.2 5.4 0.4 22.3 7.4 0.7
25-54 43.4 22.9 4.9 0.3 20.7 6.9 0.7
35-64 47.7 28.0 3.7 1.4 12.7 6.1 0.4
65+ 68.8 24.2 1.8 0.0 2.0 3.2 0.0
13-17 43.3 20.8 3.0 1.3 22.5 8.7 0.4
40Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
More People Feel Broadcast Television is Most Involved in Their Community
41Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
Persons 18+
Persons: Most Involved in Community (%)
Age BroadcastTV
Cable NewsNetworks Radio Newspapers Internet Public TV
18+ 57.0 2.7 6.6 22.9 3.9 6.8
18-34 51.3 2.9 7.1 19.5 9.1 10.2
18-49 55.7 2.8 6.9 20.5 5.9 8.2
25-49 57.4 2.6 7.2 19.9 4.9 8.0
25-54 58.1 2.3 7.1 20.4 4.4 7.8
35-64 58.7 2.9 6.2 24.5 1.7 6.0
65+ 65.3 0.5 7.1 24.8 1.0 1.4
13-17 42.4 4.9 6.9 17.4 14.0 14.5
42Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
High Percentages of Adults Have Ever Visited Websites Affiliated with
Local Broadcast Television Stations
43Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.
High Percentages of Adults Have Visited Websites Affiliated with Local Broadcast Television Stations
in the Past 30 Days
44Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who have ever visited local media website(s).
Local Broadcast Television Station Website Visitors are Likely to View Video Content on These Sites
45Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who visited local broadcast station website(s) in the past 30 days.
Adults Turn to Local Television Station Websites for Local News and Event Information (%)
46Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Note: Multiple responses allowed.
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