Blog

According to a recent Knowledge Networks survey commissioned by the Television Bureau of Advertising, television continues to dominate the media usage habits of Americans, topping the Internet, magazines, newspapers, and radio on a number of important measures.

Key findings of the 2010 study:
People spend significantly more time with television than with any other medium, and television maintains the highest reach.
• Television reaches nearly 90% of adults 18-plus every day, and more than 80% of every age, income and education break included in the study.
• Adults 18-plus spend more than 5 hours each day watching television.

Broadcast television is noted as the key source for news.
• Broadcast television is cited by more adults as their primary source for local weather, traffic and sports news and their source for breaking news.
• Asked which medium is the most involved in the local community, broadcast television was also the number one choice.

Television station websites also connect with consumers.
• High percentages of adults visit local broadcast television station websites; over 40% of Adults 25-54 and Adults 18-49 say they have done so in the past 30 days. 
• TV station websites are seen as the top choice for information on local news and events, topping local newspaper and radio station sites, as well as other local sites.

Television ad spending is on the rise:
Television station investment advisor BIA/Kelsey estimates that TV stations advertising levels will reach $18.1 billion this year, up 10.9% from 2009’s $16.3 billion level. While it is increasing, it is still $2 billion less than the pre-recession $20.6 billion 2008 mark.

TV stations typically grow at higher rates in even-numbered years thanks to revenue from TV Olympic sales and stronger political advertising seasons.
Estimates show overall TV advertising revenue levels will not return to the $20 billion level until 2014, when BIA/Kelsey reports the industry will hit $20.2 billion. It expects Internet ad revenue for TV stations to land at $1.2 billion.