Local TV news show advertising was among the top media platforms driving consumers to look for more information on products and services.
Some 62% of local TV news viewers
ages 24-54 often/sometimes research a product or services after seeing a commercial on TV; and 56% of all local TV news viewers, per a new study from researcher GfK for Hearst Television.
Somewhat better results came from search engine Web sites: The same study says 64% of 25-54 media users research an ad seen on search engine Web sites; 57% for all users.
results were gained on broadcast networks news and cable TV news. For all viewers, only 36% were moved to action for broadcast network news shows and 33% for cable TV news programs.
Newspapers, magazines and radio did somewhat better. Newspapers pushed 50% of all consumers who looked at an ad; magazines were at 45% and radio, 40%.
Among 25-54 adults -- the key TV
news consumers -- the research says for local TV news the more relevant ad categories include: grocery stores (52%), retail stores (46%), restaurants (43%), home improvement services (41%), health
services (40%), auto manufacturers and dealers (37%) and telecommunications providers (34%).
More than 2,600 local TV news viewers ages 25 and older in Hearst Television news markets were
surveyed online between March 27 and April 9."Couple watch TV" photo from