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The American Conversation Study: How Local TV News Drives Consumer Engagement

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Weather. Traffic. Sports. Politics. These are not only the pillars of Local TV News content, but the mainstays of everyday conversation. In large and small communities across America, Local TV News is driving many of our daily conversations, providing a trusted, reliable source of information that is both credible and shareable.

The American Conversation Study looks closely at the daily conversations that propel consumer interaction and highlights the dominance of Local TV News to deliver message and marketing impact.

Highlights of the study include:

  • As big as social media is today, online conversations (social, email and instant messaging) only account for about 8% of all conversations. 77% of all conversations happen face-to-face.
  • News of the Day topics generated the most number of conversations per day (9), with 82% of all respondents claiming to talk about Weather each day.
  • Local Broadcast News outpaced all other genres (Primetime, Cable News, National Sports) in impacting conversations each day, even among young adults 18-24 and 18-34.
  • Consumers are 30% more likely to say that advertising seen on Local Broadcast News impacted their Products and Services conversations than advertising seen on Cable News.

Read the full report here.

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