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1 Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013.

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Presentation on theme: "1 Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013."— Presentation transcript:

1 1 Stacey Lynn Schulman Chief Research Officer, TVB October 14, 2013

2 The American Conversation Study The Premise: Local TV News plays a unique role as conversation currency, extending the impact of both content and advertising on consumers and citizens. The Research: Nationally representative, online survey of 2,011 Adults conversations from past 24 hours analyzed. Local media station call letters/affiliations uniquely presented to each respondent. 2

3 Base: Conversations (Total, n=9,391) Q7b. Who was involved in each of these conversations? Note: Ranked by Total Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 Who We Talk To Conversation Participants: All Conversations

4 Base: Conversations (Total, n=9,391) Q7b. Who was involved in each of these conversations? Note: Ranked by Total Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 Who We Talk To Conversation Participants: (Products/Services Conversations)

5 Where We Talk Location of Conversation: All Topics Base: Conversations (Total, n=9,391; With Stranger, n=265) Q7a) Where were you when each of these conversations took place? Note: Not all responses shown; Order by rank of All Conversations Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

6 How We Talk 6 of all conversations happen Face-to-Face % Face To Face On the Phone Online Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations n=9,391

7 Mode of Conversation by Conversation Participants: All Topics Base: Conversations (Total, n=9,391; With Family, n=6,200; With Friends, n=2,353; With Co-Worker, n=1,424; With Stranger, n=265) Q6) Was each of these conversations about...? Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 Online Detail Participants and Modes

8 8

9 TV is Lifes Second Screen Other Activity Done While In Conversation Base: Total Conversations, n=9,391 Q7c) Total Conversations - What else were you or/and others doing during these conversations? Source: Keller Fay TVB American Conversation Study, April 9-26, 2013

10 Conversation Reinforces Memory 10 Source: Turner / Keller Fay 2011 NBA Eastern Conference Final Study Percent increase of advertiser word-of-mouth among viewers who frequently watch with others

11 11 Base: Respondents (Men, n=936; Women, n=1,072) Q1) Please enter the approximate number of conversations you had during the past day? Note: Ranked by Total; Blue font indicates a +5% or greater difference from women; Pink font indicates a +5% or greater difference from men. Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 MalesFemales Conversation Topics by Gender

12 12 Topics Discussed per Day by Gender Base: Respondents (Men, n=936; Women, n=1,072) Q1) Please enter the approximate number of conversations you had during the past day? Note: Ranked by Total; Blue font indicates a +5% or greater difference from women; Pink font indicates a +5% or greater difference from men. Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 A18-24 A55+ Personal Relationships Weather Hobbies Music Going Out TV Shows Movies Shopping Nat'l/Intern'l News Family Life, etc. Weather Nat'l/Intern'l News TV Shows Local/Reg News Personal Relationships Going Out Shopping Health Services Family Life, etc. Sports Weather Nat'l/Intern'l News TV Shows Personal Relationships Going Out Local/Reg News Family Life, etc. Shopping Movies Music A25-54 Conversation Topics by Age

13 News Dominates Daily Conversation 13 NEWS OF THE DAY 9.0 Conversations/Day PERSONAL/LIFESTYLE 8.1 Conversations/Day ENTERTAINMENT 5.5 Conversations/Day PRODUCTS & SERVICES 4.9 Conversations/Day 82% % of People Talking About Topics per Day Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Respondents n=2,008

14 Elections Are Major Conversation Drivers Base: Adult respondents in an average 3-day period, n=269 Source: TalkTrack®, May 28 th – October 21 st, 2012 % Adults Discussing The National Election in Past 24 Hours, 3-Day Rolling Avg 44.4% of Adults were discussing the national election just prior to Election Day in 2012.

15 Conversation Starter Televisions advantage over Online Media to impact a conversation about News of the Day 15 % of Conversations Sparked by Medium or in Which Medium is Referenced Source: Keller Fay TVB American Conversation Study, April 9-26, Base: News of the Day Conversations, n=2488)

16 Local Matters 16 % of Conversations Impacted* by TV Type Local BroadcastNational Broadcast National Cable Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations, n=9391. News of the Day, n=2488; Consumer Related, n=2454; Personal/Lifestyle, n=2478) *% of Conversations Sparked by Medium or in Which Medium is Referenced

17 Dominance of Local Broadcast News 17 Adults Adults Adults % of Conversation Impacted* by TV Genre by Demographic Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287 *% of Conversations Sparked by Medium or in Which Medium is Referenced

18 Dominance of Local Broadcast News 18 Adults Adults Adults % of Conversation Impacted* by TV Genre by Demographic Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287 *% of Conversations Sparked by Medium or in Which Medium is Referenced

19 Dominance of Local Broadcast News 19 Adults Adults Adults % of Conversation Impacted* by TV Genre by Demographic Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations, n=2488. Age 18-24, n=1207; Age 18-34, n=3057; Age 25-54, n=5287 *% of Conversations Sparked by Medium or in Which Medium is Referenced

20 Best Opportunity To See Advertising 20 Source: The Nielsen Company, NPOWER, Length of Tune, National Composite Live Data, P25-54, May Broadcast Average includes ABC, NBC, CBS, CW and FOX. Cable Average includes CNBC, CNN, FXNC, FBN, HLN and MSNBC. A25-54 Length of Tune (in Minutes)

21 I often find myself bringing up stories I heard on the local news in my daily conversations. Base : Respondents (Total, n=2,008; 18-24, n=252; 18-34, n=645; 25-54, n=1,136; 55+, n=620) Source: Keller Fay TVB American Conversation Study, April 9-26, 2013 Ive been watching my favorite local news personalities for as long as I can remember. We / I often watch local news programs during meal times. I often feel out of the loop if I miss watching the local news on a given day Local News is an Essential Part of Our Day 47% 58% 56% 77%

22 Local Broadcast News = Impact 22 Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations n=9,391, News of the Day Conversations n = 2,488 % Daily Conversations Impacted *by Medium % Total Conversations 6.3% 3.1% Cable News Local Broadcast News % News of the Day Conversations Local Broadcast News 16.9% 7.2% Cable News +103% +135% *% of Conversations Sparked by Medium or in Which Medium is Referenced

23 Superior Advertising Impact 23 Source: Keller Fay TVB American Conversation Study, April 9-26, Base: Conversations n=9,391, Products & Services Conversations n = 2,454 When talking about Products & Services, advertising in Local Broadcast News sparks or informs those conversations 30% more often than that seen in Cable News. %

24 Local Broadcast: Superior Voter Impact 24 Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change Science Difference in Percentage Points Source: Hart Research Associates, League of Conservation Voters Study, conducted 7/24/13 – 7/31/13. Findings from Interested Parties Memo released on September 24, Champaign 2000 Bcast GRPs WI-Green Bay 2000 Bcast GRPs Michigan Bcast GRPs Colorado Bcast GRPs 200 Cable GRPs

25 Local Broadcast: Superior Voter Impact 25 Post v. Pre Exposure Impressions of Incumbent Leaders who Deny Climate Change Science Difference in Percentage Points Source: Hart Research Associates, League of Conservation Voters Study, conducted 7/24/13 – 7/31/13. Findings from Interested Parties Memo released on September 24, Champaign Broadcast Only WI-Green Bay Broadcast Only Michigan-01 Broadcast Only Colorado-6 Broadcast + Cable

26 Conversation is Personal 77% of conversation happens offline, mostly in-home and with family members News = Social Lubricant News of the Day topics dominate daily conversation Local Matters! Local Broadcast News trumps all other TV genres in impacting daily conversations – even among young people TV Advertising Works People see and recall TV advertising when talking about products, services and issues – and it changes perceptions 26 The American Conversation Study

27 27 Stacey Lynn Schulman Chief Research Officer, TVB Thank You!


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