tvb media comparisons 2010 persons

Television Bureau of Advertising

Media Comparisons 2010Persons

TVB Media Comparisons Study

In the field in January 2010 New Vendor: Knowledge Networks, utilizing

their “Knowledge Panel” Online survey Knowledge Panel includes cell-phone only homes, as

well as teens

1,562 respondents in total 1,421 P18+ An additional 141 P13-17

New medium added in 2010: Mobile

Television Reaches More People Each Day than Any Other Medium

Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

People Reached Yesterday by Major Media (%)

Age Television Newspapers Radio Magazines Internet Mobile

18+ 89.5 38.6 60.6 28.6 67.5 14.3

18-34 82.4 23.4 57.5 22.8 75.2 23.8

18-49 85.9 30.2 61.7 25.3 75.3 18.9

25-49 87.5 33.2 66.1 26.6 75.3 17.9

25-54 88.0 35.1 67.0 27.9 73.1 16.8

35-64 92.3 43.1 65.0 31.0 66.2 11.3

65+ 96.9 62.8 45.7 33.4 49.4 0.3

13-17 86.2 19.8 58.4 24.5 79.0 15.4

4Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.

Household Income Television Newspapers Radio Magazines Internet Mobile

Under $25K 91.8 27.2 55.4 21.1 56.0 7.1

$25K-$50K 86.0 40.4 58.8 29.8 62.5 13.7

$50K-$75K 91.7 36.7 60.9 24.8 65.9 11.2

$75K+ 88.4 40.9 64.6 33.9 83.3 21.8

$100K+ 86.8 37.4 63.6 32.4 81.4 25.0

Education Television Newspapers Radio Magazines Internet Mobile

<HS Grad 85.9 26.9 46.8 21.7 60.2 9.6

HS Grad 91.9 40.6 60.1 27.6 51.1 6.9

Some College 88.3 36.0 60.0 26.8 76.3 19.2

Coll Grad+ 89.9 42.0 71.9 35.5 85.5 21.2

People Spend More Time with Television Each Day Than They Do with Any Other Medium

Persons: Time Spent Yesterday in Minutes with Major Media

18+ 319.2 26.4 91.2 15.6 156.6 19.2

18-34 232.8 13.8 73.2 13.2 192.6 33.0

18-49 267.6 19.2 90.6 13.8 181.2 25.2

25-49 273.6 20.4 100.8 13.8 168.0 21.0

25-54 283.8 21.6 106.2 15.0 160.2 19.2

35-64 348.6 32.4 106.8 16.2 147.0 14.4

65+ 431.4 34.2 59.4 19.2 93.0 0.0

13-17 226.8 7.8 66.6 12.6 152.4 31.2

Under $25K 411.0 22.2 93.6 12.6 140.4 17.4

$25K-$50K 330.0 23.4 97.2 19.2 150.0 24.0

$50K-$75K 289.8 25.2 91.8 13.2 141.6 11.4

$75K+ 240.6 27.6 76.8 14.4 180.0 24.6

$100K+ 232.8 27.6 67.8 13.2 190.8 28.2

<HS Grad 319.8 18.0 64.8 13.8 124.2 22.8

HS Grad 371.4 27.6 94.2 18.0 131.4 12.0

Some College 304.8 19.2 99.0 13.8 173.4 27.0

Coll Grad+ 246.0 32.4 92.4 15.0 190.2 19.8

Television Advertising Has the Best Perception Among Persons 18+

Most Authoritative

Persons:Most Authoritative Advertising (%)

18+ 60.8 15.4 8.6 10.8 4.4 0.1

18-34 56.2 16.4 8.3 9.9 8.7 0.4

18-49 60.0 14.1 9.6 10.1 5.9 0.3

25-49 62.2 12.4 10.5 9.5 5.0 0.4

25-54 61.5 13.6 9.7 10.2 4.6 0.3

35-64 61.7 14.9 9.6 11.1 2.5 0.1

65+ 70.2 14.6 2.3 11.9 1.0 0.0

13-17 67.8 10.3 9.0 7.9 4.6 0.4

Under $25K 59.7 14.0 12.1 11.4 2.6 0.2

$25K-$50K 59.9 15.9 7.3 11.9 4.3 0.8

$50K-$75K 66.7 12.6 5.9 10.6 4.2 0.0

$75K+ 60.1 16.1 9.0 9.1 5.7 0.0

$100K+ 61.1 13.9 9.9 11.0 4.1 0.0

<HS Grad 64.9 11.3 12.1 7.0 3.9 0.8

HS Grad 69.2 13.8 4.3 8.7 4.0 0.0

Some College 62.0 11.5 10.1 11.1 5.2 0.1

Coll Grad+ 50.1 22.6 8.5 14.5 4.3 0.0

Most Exciting

Persons:Most Exciting Advertising (%)

18+ 83.4 2.5 3.2 6.0 4.5 0.4

18-34 78.0 1.6 4.8 6.3 8.7 0.7

18-49 81.1 1.6 4.4 6.7 5.7 0.5

25-49 82.1 1.8 4.0 6.1 5.3 0.6

25-54 82.4 2.2 3.6 6.1 5.1 0.6

35-64 84.8 3.2 2.5 6.4 2.8 0.3

65+ 94.1 1.0 1.8 2.2 1.0 0.0

13-17 85.0 1.0 1.4 5.0 7.2 0.4

Under $25K 82.3 1.2 5.1 6.6 4.1 0.7

$25K-$50K 80.0 4.1 3.9 6.4 5.7 0.0

$50K-$75K 88.1 3.1 1.8 3.2 3.3 0.5

$75K+ 84.5 1.4 2.0 6.7 5.3 0.2

$100K+ 84.9 0.5 1.8 8.5 4.3 0.0

<HS Grad 82.8 2.8 4.7 3.8 5.7 0.1

HS Grad 84.4 2.1 4.0 6.0 3.5 0.0

Some College 85.9 1.3 2.0 5.6 4.3 0.9

Coll Grad+ 81.3 3.1 2.1 7.6 5.7 0.2

Most Influential

Persons:Most Influential Advertising (%)

18+ 85.7 3.1 3.8 2.0 4.5 0.9

18-34 82.5 1.8 2.2 2.2 9.4 1.8

18-49 84.4 2.4 3.4 2.2 6.7 0.9

25-49 84.7 2.4 4.2 2.5 5.9 0.3

25-54 84.6 2.4 4.2 2.6 5.6 0.5

35-64 86.8 3.7 4.6 1.8 2.5 0.5

65+ 88.2 4.1 3.8 2.6 1.3 0.0

13-17 85.7 1.6 1.3 6.8 4.2 0.4

Under $25K 85.7 2.2 1.9 3.9 3.6 2.7

$25K-$50K 81.2 4.2 5.3 2.4 6.3 0.6

$50K-$75K 86.7 3.7 5.5 1.5 2.6 0.0

$75K+ 88.3 2.2 2.0 2.1 5.0 0.4

$100K+ 90.8 1.9 1.3 1.5 4.5 0.0

<HS Grad 81.0 3.2 4.3 4.6 6.0 0.9

HS Grad 86.0 2.4 2.3 3.2 3.6 2.4

Some College 89.8 1.0 4.9 1.4 3.0 0.0

Coll Grad+ 84.8 5.2 3.0 1.2 5.9 0.0

Most Persuasive

Persons:Most Persuasive Advertising (%)

18+ 78.1 5.1 6.0 6.1 3.9 0.9

18-34 77.0 3.1 5.4 7.2 6.4 0.9

18-49 77.3 3.0 6.8 6.8 5.2 0.9

25-49 78.6 3.0 6.2 6.3 5.1 0.8

25-54 78.1 3.4 6.4 5.9 5.1 1.1

35-64 78.5 5.3 6.6 5.7 3.1 0.8

65+ 79.0 9.5 4.1 4.9 1.2 1.4

13-17 74.4 7.5 5.2 4.2 8.3 0.3

Under $25K 82.2 3.7 4.3 6.5 2.2 1.1

$25K-$50K 74.3 5.3 6.8 7.5 5.6 0.5

$50K-$75K 79.7 5.5 5.0 5.6 3.1 1.1

$75K+ 76.3 5.9 6.8 4.7 5.6 0.6

$100K+ 74.5 5.7 7.3 6.9 4.7 0.9

<HS Grad 73.8 8.7 6.6 3.2 7.0 0.7

HS Grad 84.7 2.4 3.0 7.3 2.4 0.3

Some College 77.7 2.9 8.3 5.5 3.9 1.7

Coll Grad+ 73.9 7.7 5.9 7.0 4.8 0.6

Most Engaging

Persons:Most Engaging Advertising (%)

18+ 77.2 4.0 4.9 6.9 6.2 0.8

18-34 75.8 2.5 4.8 6.5 9.6 0.8

18-49 76.5 3.4 5.1 6.2 7.5 1.3

25-49 76.1 3.6 4.9 7.7 6.0 1.7

25-54 76.4 3.3 5.4 7.3 6.0 1.4

35-64 78.1 4.6 5.3 5.9 5.1 1.0

65+ 76.4 5.0 2.6 14.8 1.2 0.0

13-17 77.0 0.4 4.2 4.3 12.3 1.8

Under $25K 76.6 3.9 5.4 5.5 8.4 0.3

$25K-$50K 71.1 6.4 4.5 10.3 5.7 2.0

$50K-$75K 81.6 3.8 5.5 4.7 3.8 0.7

$75K+ 79.5 1.6 4.2 6.1 8.1 0.5

$100K+ 81.1 1.0 3.9 4.7 9.3 0.0

<HS Grad 75.9 5.7 4.8 3.9 9.0 0.8

HS Grad 76.2 4.0 5.2 9.3 4.6 0.7

Some College 78.3 2.6 4.9 7.5 5.8 1.0

Coll Grad+ 78.3 2.9 4.3 5.5 8.0 1.0

More People Learn About Products and Brands from Television

Persons 18+

Persons: Where Most Likely to Learn About Products or Brands They Might Try or Buy (%)

18+ 71.1 8.9 3.9 7.3 7.8 1.0

18-34 67.5 4.2 2.7 8.1 16.1 1.4

18-49 70.5 6.2 3.7 7.4 10.9 1.2

25-49 70.8 6.8 4.0 7.7 9.3 1.4

25-54 71.2 7.2 4.3 7.5 8.7 1.1

35-64 73.2 10.5 5.0 6.4 4.2 0.8

65+ 69.1 14.0 0.9 11.3 4.7 0.0

13-17 76.9 1.3 2.1 11.1 8.2 0.4

Under $25K 74.9 7.9 2.8 5.5 7.7 1.2

$25K-$50K 71.7 7.8 3.5 8.9 6.5 1.6

$50K-$75K 75.4 10.9 3.3 5.9 4.6 0.0

$75K+ 66.7 7.0 4.7 9.6 11.3 0.6

$100K+ 67.0 4.4 4.4 11.1 12.7 0.2

<HS Grad 77.4 6.1 0.9 7.3 6.8 1.5

HS Grad 77.7 9.3 2.4 5.5 3.8 1.3

Some College 68.5 6.2 6.6 8.0 9.9 0.8

Coll Grad+ 63.0 10.9 4.2 10.4 11.5 0.0

More People Say Broadcast Television is Their Primary Source of News

Persons 18+

Persons: Primary Source for News (%)

Age BroadcastTV

Cable NewsNetworks Radio Newspapers Internet Public TV Mobile

18+ 40.9 15.2 7.5 10.2 17.4 7.8 1.1

18-34 28.8 15.1 6.3 7.1 30.4 9.0 3.3

18-49 34.3 14.3 8.7 8.9 24.1 8.0 1.7

25-49 36.9 12.6 10.0 9.3 22.4 7.9 0.9

25-54 38.9 12.6 9.6 9.5 20.6 8.0 0.8

35-64 44.2 15.4 8.5 11.7 12.8 7.4 0.0

65+ 59.0 15.0 5.3 11.3 3.3 6.2 0.0

13-17 37.9 12.3 5.8 7.1 24.7 11.0 1.2

More People Turn to Broadcast Television First for Local Weather, Traffic or Sports

Persons 18+

Persons: First Source for Local Weather, Traffic of Sports (%)

Age BroadcastTV

18+ 57.1 4.5 9.6 3.7 15.6 7.5 2.0

18-34 43.0 5.2 9.4 1.8 27.8 7.7 5.2

18-49 48.3 4.8 9.2 3.5 22.5 8.6 3.2

25-49 50.1 4.3 9.8 3.6 21.2 8.7 2.4

25-54 52.9 3.9 10.5 3.4 19.5 7.9 2.1

35-64 61.5 3.8 10.0 4.9 11.1 8.0 0.7

65+ 76.7 5.7 7.7 3.0 3.1 3.5 0.3

13-17 43.0 4.4 6.7 5.1 23.2 11.7 6.0

More People Turn to Broadcast Television First for Breaking News

Persons 18+

Persons: First Source When a Breaking News Story is in Progress (%)

Age BroadcastTV

18+ 46.1 25.6 3.9 1.2 16.1 6.4 0.8

18-34 35.9 21.7 4.9 1.0 26.8 8.2 1.6

18-49 39.8 22.6 4.6 0.8 23.7 7.5 1.1

25-49 41.5 22.2 5.4 0.4 22.3 7.4 0.7

25-54 43.4 22.9 4.9 0.3 20.7 6.9 0.7

35-64 47.7 28.0 3.7 1.4 12.7 6.1 0.4

65+ 68.8 24.2 1.8 0.0 2.0 3.2 0.0

13-17 43.3 20.8 3.0 1.3 22.5 8.7 0.4

More People Feel Broadcast Television is Most Involved in Their Community

Persons 18+

Persons: Most Involved in Community (%)

Age BroadcastTV

Cable NewsNetworks Radio Newspapers Internet Public TV

18+ 57.0 2.7 6.6 22.9 3.9 6.8

18-34 51.3 2.9 7.1 19.5 9.1 10.2

18-49 55.7 2.8 6.9 20.5 5.9 8.2

25-49 57.4 2.6 7.2 19.9 4.9 8.0

25-54 58.1 2.3 7.1 20.4 4.4 7.8

35-64 58.7 2.9 6.2 24.5 1.7 6.0

65+ 65.3 0.5 7.1 24.8 1.0 1.4

13-17 42.4 4.9 6.9 17.4 14.0 14.5

High Percentages of Adults Have Ever Visited Websites Affiliated with

Local Broadcast Television Stations

High Percentages of Adults Have Visited Websites Affiliated with Local Broadcast Television Stations

in the Past 30 Days

44Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who have ever visited local media website(s).

Local Broadcast Television Station Website Visitors are Likely to View Video Content on These Sites

45Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Base=Respondents who visited local broadcast station website(s) in the past 30 days.

Adults Turn to Local Television Station Websites for Local News and Event Information (%)

46Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey.Note: Multiple responses allowed.

Thank You

tvb media comparisons 2010 persons

News & Politics

broadcast tv generates online shopping...source: gfk tvb...

the fasn inhibitor tvb-2640 is efficacious in a new 3d

hazard screening report - cpsc.gov · hazard screening...

tvb-edupack - freie universität€¦ · 2.1.2 integrating...

branding management case study - tvb vs. hktv

chapter 6 international comparisons of...

tvb fine schedule (cvsa) - january 1, 2014 fine jan... ·...

fasn inhibitor tvb -2640 shows pharmacodynamic …€¦ ·...

20130629 tvb flyer (en) - bartlow llc · 2013. 8. 15. ·...

available at digi-key improved performance 5x7mm tb / tvb...

starhub tvb awards gala 2011 charmaine sheh won a...

tvb-edupack—an interactive learning and scripting platform

tvb regiobus fahrplan ab 26-06-2021

fatty acid synthase inhibitor tvb-3664 reverses … ›...

tvb roadshow -seattle final pdf

presented by: the honourable mayor, cllr tvb mchunu

2016 broadcast network sports & specials - tvb

#4astransformation 2013 - march 12 - tvb - ken goldstein

comparisons, superlatives, & equal comparisons

local broadcast tv advertising outlook steve lanzano, tvb...