NEW YORK: American consumers spend more time with television than all other ad-supported media platforms combined, according to a new study which also highlights the trusted role of local broadcasters in news reporting.
Market researcher GfK, in collaboration with TVB, the not-for-profit trade association for local broadcast television, compared ad-supported media platforms in terms of reach, influence, engagement, trust and time spent among important demographic groups for its "Media Comparisons 2016" report
Preliminary results indicated that adults spend nearly five hours a day with traditional television, or 16% more time than is spent on all other ad-supported media combined.
Specifically, they spent 4 hours and 54 minutes with television, while the next three highest categories all hovered around the hour mark: radio (62 minutes), e-mail (56 minutes) and social media (50 minutes)
While TV may claim more of people's time, a Warc guide notes that a combined TV and digital strategy can be used to increase opportunities to see ads and to reach consumers throughout the day. And ads on a second screen can enhance the viewing experience as long as they are relevant to the consumer or the show they are watching.
The GfK study also revealed that consumers overwhelmingly trust local broadcast TV news over any other source.
Broadcast TV news served as the primary TV news source for 22% of adults, while 14% turned first to network TV news and 13% to cable news channels.
And broadcast news websites and apps were the first port of call for 10% of American adults, compared with 8% looking at all other internet news and 7% who relied primarily on social media.
For digital news specifically, more than two thirds (68%) of adults cited local broadcast TV news websites and apps as the most trusted sources, compared less than half for all other internet news (48%) and social media (31%).
Data sourced from GfK; additional content by Warc staff