NEW YORK: A study commissioned by US television station owner Hearst-Argyle claims local TV provides the most effective video-advertising platform and is the biggest audience draw for news and information.
The survey reports that 55% of respondents said TV was their primary source of news information, ahead of the web (26%) and newspapers (14%).
Local broadcast-TV news was claimed to be more resistant to the increasing popularity of DVR ad-skipping technology, Noted the study: "Ads on local TV news drive greater product/service awareness than those within any other program type."
Hypes Hearst-Argyle president/ceo David Barrett: "These findings indicate that marketers can seize an advantage and use new digital technologies such as broadband and DTV spectrum to geo- and micro-target their messages.
"And they can do it with video-content providers who have exceedingly strong, trusted on-air, online and mobile-content brands in key local markets."
Data sourced from BroadcastingCable.com; additional content by WARC staff