american conversation studyradio station web/apps source: tvb/dynata coronavirus media usage study...
TRANSCRIPT
![Page 1: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/1.jpg)
1
AMERICAN CONVERSATION STUDY2020
![Page 2: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/2.jpg)
2
Methodology• This study was conducted online among a sample of 2,000 Americans, age 18+.
• The data has been weighted to demographically reflect the US Census
• People were asked to recall the topics of their conversations from the past 24
hours, and then were asked a series of questions describing up to 5 category
conversations.
• Each of these conversations were the person’s most significant or
meaningful conversation in the category.
• Categories followed up upon were selected randomly.
• Respondents were also asked attitudinal questions.
• When items in the survey reflected local TV stations, the respondent’s local
affiliate call letters were shown.
• The survey was fielded online from September, 23rd to October, 6th , 2019
• The median interview length was 20 minutes.
![Page 3: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/3.jpg)
3
Local Broadcast TV is The Primary Source of News
For Americans
48%
37% 36% 36%
24%
16%
Local broadcast TV Cable TV Natn'l broadcast TV Online Print Radio
% of Americans Consuming Any Type of News
Base: Respondents (Total Public, n=2000)
Q11) Primarily, which source do you use to get your news and information?
Source: Engagement Labs TVB American Conversation Study 2020
![Page 4: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/4.jpg)
4
81%
78%
77%
74%
74%
72%
69%
68%
64%
64%
61%
50%
39%
Local broadcast TV stations
Local newspapers
Local broadcast TV station website/apps
Local newspapers website/apps
Local radio stations
Local radio station website/apps
Natn'l broadcast TV news
Cable TV news
Natn'l broadcast TV news website/apps
Cable TV news website/apps
Natn'l newspaper websites/apps
Online-only news website/apps
Social Media
How Likely Are You To Believe What Somebody Tells
You If They Say They Heard About it From This Source?
Base: People (Total Public, n=2000)
Q14: How likely are you to believe what somebody tells you if they say they heard about it from this source? Top 2 box shown
Source: Engagement Labs TVB American Conversation Study 2020
% of People More Likely To Believe What They See/hear from this source…
![Page 5: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/5.jpg)
5
Base: People (Total Public, n=2000)
Q13a: How likely are you to share or repeat with other people the news you get from…?
Source: Engagement Labs TVB American Conversation Study 2020
24%
22%
22%
20%
17%
19%
18%
17%
18%
16%
20%
15%
13%
44%
38%
37%
36%
38%
35%
36%
36%
34%
35%
30%
29%
29%
Local broadcast TV stations
National broadcast TV news
Local TV stations website/apps
Cable TV news
National bdcst TV news website/apps
Local newspapers
Local radio stations
Cable TV news website/apps
Local newspaper website/apps
Local radio station website/apps
Social media
National newspaper website/apps
Online-only news website/apps
Very Likely Somewhat Likely Top 2 Box
68%
60%
56%
55%
54%
54%
53%
52%
51%
50%
44%
42%
59%
Local News Proves To Be The Most ‘Share-worthy’
Among Americans% of People Very/Somewhat Likely to Share News from…
![Page 6: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/6.jpg)
6
Local TV News Sources Are #1 For Trust Among
Americans…Far More Than Cable News Or Social Media
Base: People (Total Public, n=2000)
Q17: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news that I see/hear on…
Source: Engagement Labs TVB American Conversation Study 2020
% of People Who Trust News from…
31%
28%
28%
25%
23%
25%
27%
21%
19%
18%
23%
14%
8%
50%
49%
48%
50%
49%
47%
37%
38%
40%
39%
33%
31%
23%
Local broadcast TV stations
Local TV stations website/apps
Local newspapers
Local radio stations
Local radio website/apps
Local newspapers website/apps
Natn'l broadcast TV news
Natn'l broadcast TV news website/apps
Cable TV news
Cable TV news website/apps
Natn'l newspaper website/apps
Online-only news
Social media
Strongly Agree Somewhat Agree Top 2 Box
81%
77%
75%
72%
72%
64%
59%
59%
57%
56%
45%
31%
76%
![Page 7: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/7.jpg)
7
59%
27%
27%
22%
21%
17%
14%
5%
5%
4%
4%
3%
3%
Social media
Online-only news website/apps
National broadcast TV news
Natn'l newspaper website/apps
Cable TV news
Natn'l broadcast TV news website/apps
Cable TV news website/apps
Local broadcast TV stations
Local radio stations
Local broadcast TV stations website/apps
Local radio station website/apps
Local newspapers
Local newspaper website/apps
‘”I Find the Problem with Fake News to be Most
Prevalent on…
Base: People (Total Public, n=2000)
Q16: I find the problem with “fake news” to be most prevalent on…
Source: Engagement Labs TVB American Conversation Study 2020
% of People Who Find Fake News Most Prevalent on…
Only 5% report ‘fake news’ to be most prevalent on local broadcast
TV.
![Page 8: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/8.jpg)
8
Associate with a Trusted, Believable, Platform
“Likely to believe what somebody tells you if they heard it from…”68%81% 39%
“Fake news most
prevalent on…”
59%81% 31%
Base: People (Total Public, n=2000) Q14,Q16, Q17 top 2 boxes
Source: Engagement Labs TVB American Conversation Study 2020
21%5% 59%
“I trust the news I see/hear on…”
![Page 9: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/9.jpg)
99
CATEGORY OPINION LEADERS
CATEGORIES ON WHICH THEY FREQUENTLY GIVE ADVICE,
SUGGESTIONS AND IDEAS TO OTHER PEOPLE, SUCH AS FAMILY
AND FRIENDS
![Page 10: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/10.jpg)
10
83% 85% 84%88%
82%86% 85% 84%
77% 80% 81% 82% 79%85%
81% 78%
68%63% 65% 67%
63%
75%
64% 62%
40%
30% 33%40%
32%
44%
33%38%
Automotive Beer/wine/spirits Beverages Financial Dining Furniture Healthcare HomeImprovement
Local Broadcast TV Local TV Websites/apps Cable TV Social Media
Category Opinion Leaders: Local TV Stations Are
The Most Trusted
% of Category Opinion Leaders Who Trust News from…
Q17: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news that I see/hear on…
Top 2 boxes=strongly agree, somewhat agree
Source: Engagement Labs TVB American Conversation Study 2020
![Page 11: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/11.jpg)
11
86%81%
85% 85% 88% 86% 84% 83%81% 83%
73%
81% 84% 82% 84% 83%
68% 66% 70%65% 67% 69%
75%
66%
30%
43%36% 39%
33% 33%
47%
33%
HH Products Legal Media &Entertainment
Personal Care Politics Retail Telecommunications Travel
Local Broadcast TV Local TV Websites/apps Cable TV Social Media
Category Opinion Leaders: Local TV Stations Are
The Most Trusted
% of Category Opinion Leaders Who Trust News from…
Q17: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the news that I see/hear on…
Top 2 boxes=strongly agree, somewhat agree
Source: Engagement Labs TVB American Conversation Study 2020
![Page 12: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/12.jpg)
Coronavirus Media Usage Study
April 2020
![Page 13: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/13.jpg)
MethodologyWHO:
▪ The survey went into 10 states with a total of 10,042 Adults 18+ respondents; with approx. 1,000 per state
▪ 10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, Washington
HOW:
▪ Interviews were collected via opt-in online survey. The median completion time of the survey was about 6 minutes
WHEN: Interviews took place April 1-7, 2020
13
![Page 14: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/14.jpg)
Which Source Do You Feel Gives You The Best Information & Updates On The Coronavirus?
54%
27%
15%
12%
7%
7%
7%
6%
5%
3%
3%1%
Broadcast TV News
Cable TV news
Government websites
Social media
Broadcast TV news web/apps
National newspapers
Local newspapers
Radio stations
All other internet news web/apps
Cable TV news web/apps
Natn'l/Local newspapers web/apps
Radio station web/apps
Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois, Louisiana, Michigan, New Jersey, New York, Texas, Washington)Q8: Which source do you feel gives you the best information & updates on the Coronavirus as it pertains to preventive procedures, closures, cancellations, and local regulations? Respondents could select up to two choices.
14
![Page 15: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/15.jpg)
Local Broadcast TV News: The Most Trusted
Source: TVB/Dynata Coronavirus Media Usage Study April 2020 P18+ N = 10,042Q9: For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hearon this media source… (Top two boxes = Agree Strongly and Agree Somewhat)
10 State Total
CA FL GA IL LA MI NJ NY TX WA
Local Broadcast TV News 83% 82% 82% 83% 84% 83% 84% 81% 85% 85% 84%
Broadcast Net. Nat’l TV News 78% 80% 78% 77% 82% 71% 78% 79% 83% 77% 77%
Government websites 76% 78% 75% 76% 76% 77% 75% 80% 75% 77% 76%
Local Newspapers 76% 75% 73% 76% 78% 73% 78% 77% 78% 74% 77%
Radio Stations 74% 73% 71% 75% 75% 72% 75% 75% 77% 74% 74%
Local broadcast TV news web/apps
71% 72% 69% 72% 72% 68% 71% 72% 74% 70% 70%
Cable TV News Channels 71% 73% 73% 69% 70% 67% 69% 74% 76% 72% 68%
Social Media 45% 47% 50% 51% 44% 47% 37% 44% 50% 44% 36%
I trust the News that I see/hear on this media source:Percent Agree (Top 2 boxes)
15
![Page 16: AMERICAN CONVERSATION STUDYRadio station web/apps Source: TVB/Dynata Coronavirus Media Usage Study April 2020 Total P18+ N = 10,042 (10 states: California, Florida, Georgia, Illinois,](https://reader034.vdocument.in/reader034/viewer/2022042708/5f3d44e8da5318254d3f0114/html5/thumbnails/16.jpg)
Gallup/Knight Survey: Ratings of News Coverage of Coronavirus Situation
16Source: Gallup/Knight Foundation, April 14-20, 2020. No answer percentages not shown.