Local Is Where It’s At

Add comment May 20th, 2008

In the national advertising conversation, broadcast TV is not “sexy.” Broadcast TV is not “buzzy.” Or “flashy.” Or “edgy.” But, when it comes to local news and information, local TV broadcasts and their corresponding websites are used by just over 50% of adults, at least according to a new survey conducted by Nielsen Research on behalf of the Television Bureau of Advertising (TVB). Plus, when it comes to advertising, the survey says the public perceives television ads as the most “influential,” “authoritative,” “exciting,” and “persuasive.”

Source for Local News, Sports and Weather:

Source for Learning about New Products or Brands:

See the complete report here (click on “Media Trends Track” and then “View the Study On-Line” under “Media Comparisons Study 2008″). There’s loads more information, including breakouts comparing the media-usage habits of men and women, their perception of the role of the media in their communities and how they use media outlets’ websites.

Certainly the TVB has a vested interest in showing broadcast TV as the preferred locale in the advertising mix…but I don’t discount their numbers. Mobile advertising, social networking sites and all the rest may be pushing the advertising conversation nationally, but as I’ve said earlier, when it comes to our local market, broadcast TV still seems to be the vehicle that carries the day for local advertisers.