Broadcast TV news grows in relevance
DetailsMichelle Clancy | 21 May 2015
Broadcast TV news is still relevant to consumers — although the platforms used to access that news are shifting, says a study from SmithGeiger on behalf of the US National Association of Broadcasters (NAB).
The survey polled more than 3,300 new consumers between the ages of 18 and 64, and found that among all age groups, getting news and information from a broadcaster was a preferred information-gathering method.
Nearly two-fifths (39%) watch the news on broadcast TV — and half (48%) say broadcast is more important today than it was a year ago. A full 45% say it could be even more important in two to three years. Only 18% see broadcast TV's relevance decreasing over that time.
That said, mobile and Web platforms are important new round-the-clock resources for news and information. A full 39% said that they use broadcasters' digital platforms, and 68% said that they have watched broadcast news video on a digital platform of some kind. A little over half (56%) have watched content on a mobile device.
"By any measure, broadcasters are resonating at extremely high levels with media consumers," said Seth Geiger, the project's lead researcher and president of SmithGeiger. "The resilience, relevance and reliance news consumers continue to place on broadcasters is eye-opening."