TVB: New York's Local News Outdraws Five Cable News Networks CombinedStudy: Top 10 U.S. Markets Outpace Cable News Channels by 434% 9/12/2012 2:54 PM Eastern
A study conducted by trade association TVB showed that viewership for the New York market's early and late evening news programming outdrew the five highest-rated national cable news networks combined by 18%.
That figure rose to 168% when combining the top 3 U.S. markets, and swelled to 434% for the top 10 U.S. markets. The study, which used Nielsen Media Research data from the most recent May 2012 sweep period, also found that the cable networks -- CNN, CNBC, Fox News Channel, HLN and MSNBC -- contributed only 3-8% of the total evening news audience.
A separate TVB study found that the audience for the local news in the top 10 U.S. markets is more evenly distributed, with 38% adults 35-54 and 62% adults 55+ compared to cable's audience, comprising 77% adults 55+.
"The data is conclusive in highlighting the enormous audience reach and composition balance advantages local broadcast TV news provides advertisers compared with national cable primetime news networks," said TVB president Steve Lanzano. "It's also clear from the findings that viewers aged 35-54 strongly favor local evening news over national cable primetime news. The combined audience for early and late evening news in the Top 10 U.S. TV markets alone delivers an audience of nearly 6 million viewers nightly in this key demographic compared to an audience of approximately 700,000 viewers for national cable primetime news. And, as noted in a recently released Pew Research Center report, local broadcast news programming has the highest positive rating for credibility. With the vast disparity in audience numbers, the significantly more attractive audience demographic and the broad gulf in credibility levels, it's clear that in terms of reach and cost, advertising spending is maximized by purchasing spots during local broadcast news programming."