Local TV News Captures Viewers' Loyalty


Despite across-the-board declines in TV broadcast ratings, local TV news is more valuable in drawing viewers' advertising attention than other programming.

A study by Hearst Television -- which owns TV stations -- and TV researcher Frank N. Magid Associates says local news ranked first, with a 49% score, when viewers were asked what type of program was "a major part of my daily routine."

But local news was only a bit better than second-place local TV airing sitcoms, at 47%. Reality shows were at 42%; cable dramas and movies tallied a 37% number; and cable news programming was at 34%.

When asked about when TV viewers "pay attention" to programming, consumers gave a 45% number to local news, with cable news programming at 39%. Consumers gave better numbers when considering the "most important" connotation: 81% said local news was most important when considering local TV, national broadcast and national cable news programming.



Only 17% of those surveyed said they record local TV news for later viewing. Fifty-seven percent said they "never," "rarely" or only "sometimes" fast-forward through portions of recorded local TV newscasts.

In terms of news consumption across all media platforms, 55% of respondents said they prefer local TV as their medium for news. Web sites were second, at 19%.

The survey covered 2,500 local TV viewers. Hearst Television has 29 TV and two radio stations, reaching about 18% of U.S. TV households.

1 comment about "Local TV News Captures Viewers' Loyalty".
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  1. Douglas Ferguson from College of Charleston, December 1, 2010 at 9:29 a.m.

    Very true. Programming that is local does better because it's unique, especially when the personality factor is considered. Viewers are loyal to dependable and attractive personalities. If the audience likes your anchor(s), the effect of the program lead-in is largely canceled.

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