Study: Viewers Trust, Believe Local TV News

New research from Coda quantifies viewers’ engagement with local news programs and ads. It also finds that many viewers watching local broadcast news are also accessing local TV stations’ digital platforms for information about their cities, towns and communities.

While national news outlets continue to debate the “fake news” controversy, new evidence confirms that consumers are not questioning the veracity of their local television newscasts, sports reports, weather forecasts and traffic updates.

This is according to research released today from Coda that reports the opinions of more than 2,400 television viewers that have watched local news programming across all platforms in the past week.

Local News Viewers Are Engaged

According to the research, viewers believe — and enjoy watching — local news anchors and reporters on television. In addition, Coda says, “local news viewers are tuning in to their most trusted stations for accurate weather forecasts, dependable traffic updates, local sports coverage, breaking news, and even to learn about new products and services.”

Viewer Engagement Rating

Believe local news anchors and reporters

BRAND CONNECTIONS

7.7

Enjoy watching local news anchors and reporters

7.6

Local weather forecasts are accurate

7.6

Traffic updates are dependable

7.1

Stations report breaking news quickly

7.0

Favorite source of local sports coverage

6.5

Information source for new products and services

Source: Coda 2017;  Base: 10-point scale, where 10 equals total agreement 

6.5

 

Consuming Local News Across Platforms

The Coda data reveal that many viewers watching local broadcast news are also accessing local TV stations’ digital platforms for information about their cities, towns and communities. Almost seven out of ten local news viewers (65%) also access one or more digital platforms for local news, which include local TV station websites, social media, mobile apps, blogs or targeted emails. Local TV station websites top the list, with 40% of viewers consuming local news through this digital platform, followed by social media sites (25%) and local TV station apps (23%).

 

Local TV Ad Effectiveness

Coda also queried viewers about the specific actions they typically take as a direct result of commercials that air during local news programs. Almost seven out of ten local news viewers (68%) respond to commercials. Of the 15 individual actions measured by Coda, visiting an advertiser’s website, gathering more information about a product or service, and purchase consideration top the list of measured actions.

Among viewers that have visited a local TV station website, 79% report taking action as a result of digital ads on those websites. Clicking on a link in an ad, searching online for more information about a product, and visiting an advertiser’s website rank as the most common actions.

 

68% Respond to Commercials That                                 79% Respond to Digital Ads On

Air During Local News Programs          Local TV Station Websites

Top Scoring Actions:                                                    Top Scoring Actions:

  1. Visit advertiser’s website                                           1.  Click on a link in a digital ad
  2. Gather more information                                           2.  Search online for more info
  3. Purchase consideration                                            3.  Visit advertiser’s website
  4. Visit a retail store                                                        4.  Visit advertiser’s social media
  5. Visit advertiser’s social media                                  5.  Check out an online review

Source: Coda 2017 

 


Comments (12)

Leave a Reply

Gregg Palermo says:

May 15, 2017 at 3:43 pm

What’s not to believe. They crib most of it from the local newspaper.

alicia farmer says:

May 15, 2017 at 3:49 pm

Crime, traffic, and constant weather are facts. Boring, predictable, repetitive, mind numbing – facts.

    Hugh Haynie says:

    May 19, 2017 at 9:59 am

    Why are you on this website?


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