• by Karlene Lukovitz  @KLmarketdaily, June 7, 2023

Daily impressions generated by local broadcast news programming exceed those of programs on six leading streaming services by between eight and 12 times, according to a new analysis by the Television Bureau of Advertising (TVB).

The trade association’s analysis takes on data such as the monthly Nielsen report that has in recent times shown streaming having a higher percentage of total TV viewing than linear platforms. (TVB points out that those reports include data for all streamers, including those that don’t take advertising.)

TVB compared one-day viewing (February 15) for adults (18+) for local linear broadcast news versus Netflix, Amazon Prime Video, Hulu, Apple TV+, Disney+ and HBO Max, across five geographically diverse LPM markets available in Nielsen’s national system.

The analysis included impressions generated by 4,942 programs on the six streaming services (including those viewing with and without ads) to impressions from news programs in each market that had only 58 to 79 programs, depending on the market.

The results from each market (also summarized in chart above):

New York: 59 local broadcast news programs totaled 6,610,000 A18+, while 4,942 programs on the streaming services reached just 718,000.

Los Angeles: 79 local broadcast news programs totaled 4,979,000 A18+, while 4,942 programs on the streaming services reached just 663,000. 

Chicago: 64 local broadcast news programs totaled 3,860,000 A18+, while 4,942 programs on the streaming services reached just 329,000. 

Dallas: 60 local broadcast news programs totaled 3,023,000 A18+, while 4,942 programs on the streaming services reached just 310,000. 

Atlanta: 58 local broadcast news programs totaled 2,168,000 A18+, while 4,942 programs on the streaming services reached just 229,000.