The Television Bureau of Advertising (TVB) recently released its 2023 Media Comparisons study, which was conducted by GfK. The study examined the multi-media effectiveness of traditional, digital, and streaming services. The analysis also focuses on demographic information and what motivates consumers to learn more about a product or service. According to TVB:
“The 2023 Media Comparisons Study once again confirms the power of television and continues to highlight broadcast TV as the top medium for consumers.
Some key findings
TV has the highest reach and time spent of all media platforms studied, for all age groups and categories measured.
If streaming platforms have no advertising, advertisers cannot reach these viewers via streaming, but broadcast assets can reach most of them.
Broadcast websites add more reach to broadcast TV than cable or streaming.
More than four times as many respondents viewed programs with ads on linear TV on a larger screen (TV set) than on their smartphone.
Local broadcast TV is turned to most for local news and is the most trusted platform.
TV is the top advertising medium for purchase influence and motivating respondents to learn more about products.
Television ads are motivation to do further research online.”
You can access a summary of the TVB study here.
You can access an analysis of the study in TVNewscheck here.