Television still dominant in time spent, engagement (video)


TVB / Television Bureau of AdvertisingTVB released a study this week via Knowledge Networks, “The 2012 Media Comparisons Study,” which shows that television continues to reach more consumers on average than any other major medium, across all major demos. The says adults spend more time with television each day than any other medium, allocating 5.2 hours with TV, compared to 3 hours with the Internet, 1.4 hours with radio and 0.7 hours with mobile phones.

Findings also indicate that television reaches 88% of adults A18+ each day and over 80% of every major demographic break, including young adults A18-34. Moreover, younger demographics are increasing their time spent with TV, with daily time spent for A18-34 up +14% from the 2010 period.

“The power of television remains undeniable, as this updated study shows that television remains the central entertainment and information hub for consumers. While alternative digital platforms have grown as well, television continues to dominate all other media in both time spent and consumer engagement,” commented Steve Lanzano, President of the TVB. “Perhaps most importantly for advertisers and marketers, qualified research found that consumers cited television as the most influential advertising medium when making a purchase decision.”

Lanzano added, “The study also clearly confirms again that broadcast television is the primary source of news for adults with local broadcast stations out-delivering cable by nearly 50%. Furthermore, local broadcast station websites are the top online choice among consumers for local news and event information, presenting advertisers a cost-effective opportunity to reach their key markets across multiple platforms. It’s evident from these findings that TV remains the mainstay media among consumers and that local broadcasters are effectively bringing their content to users through their online and mobile initiatives.”

Lanzano discusses (below) television in the media landscape, and how advertisers are reinforcing the message of the power of TV:


The full report is available here

Click here for the Media Comparisons Study 2012