TVB has released the 2023 Media Comparisons Study, conducted by GfK and commissioned by TVB. The study is an industry resource for multimedia usage and effectiveness, exploring the many different ways individuals consume traditional, digital, and streaming media.
It includes comparisons of media reach, time spent with media, daily news sources, most trustworthy news sources, and level of community involvement. Additionally, the study reveals the role each medium plays in motivating consumers to learn more about a product or service.
Some key findings of the 2023 Media Comparisons Study are:
Reach
- Linear TV reaches more viewers: TV has the highest reach of all measured media platforms, reaching 77% of adults 18+.
- TV is multiplatform: Broadcast TV platforms, including websites/apps, reach 89% of viewers who use non-ad supported streaming services.
- Hispanics and African Americans spend more time with TV than all other media platforms studied, and TV also has the highest reach.
- Broadcast TV builds reach more quickly, with fewer programs, than streaming services. 18% reach on Netflix requires 20,355 programs, while broadcast TV only requires 20. (Source: Nielsen NPOWER 11/13/22 Persons 25-54 Live+1 Reach. 5 Broadcast Networks (includes Syndication) and Netflix).
Time Spent
- People spend more time with television than any other media platform measured.
- Despite cable having more networks, viewers spend almost double the time with broadcast TV (3:37) compared to cable TV (1:54).
- Streaming viewership numbers include ad-free platforms. When looking solely at ad-supported platforms, linear TV is 80% of time spent.
- TV screens dominate program viewing, while smartphones are heavily used for social media.
- More than four times as many respondents (77%) viewed programs with ads on linear TV via a larger screen (TV set) than on their smartphone (17%).
Attitudes/Motivation/News
- Local TV is most trusted; people trust local TV station news more than all other media platforms (74%); social media is the least trusted (37%).
- 74% of car buyers said that television ads are motivation to do further research online.
- 35% of respondents cited local broadcast TV news as the news source they feel is most involved in their community. Social media is the next closest media at 14.5%.
- 56% of respondents said that TV ads are motivation to do further research online. Those numbers increase dramatically for online sports bettors (83%), legal service recipients (75%), car buyers (74%), and home remodelers (71%).
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