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MUMBAI: Television continues to reach more consumers on average
than any other major medium across all major demographic groups,
according to a study by TVB, the not-for-profit trade association
of America's commercial broadcast television industry.
The
research confirms that adults spend more time with television
each day than any other medium, allocating approximately 5.2
hours with TV, compared to 3 hours with the Internet, 1.4
hours with radio and 0.7 hours with mobile phones.
The
findings also indicate that television reaches 88 per cent
of adults A18+ each day and over 80 per cent of every major
demographic break, including young adults between 18-34 years.
Moreover, younger demographics are increasing their time spent
with television, with daily time spent for the 18-34-year-olds
up over 14 per cent from 2010 onwards.
TVB released the proprietary study conducted by Knowledge
Networks, titled ‘The 2012 Media Comparisons Study’.
The study is the latest version of an every two years update
to the proprietary report.
TVB
president Steve Lanzano said,"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. 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."
The
study also clearly confirms that broadcast television is the
primary source of news for adults with local broadcast stations
out-delivering cable by nearly 50 per cent. 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 said.
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