TV Remains Medium of Choice: Study


While the Internet is gaining steam in terms of its effectiveness in reaching consumers with advertising, television remains the strongest advertising medium, according to a study from Roper Public Affairs & Media.

The study was funded by The Mediacenter, which represents local TV stations.

About 94% of 1,006 adults surveyed in January said they watched TV the previous day. According to the survey, 73% of adults indicated that they had listened to the radio the day before, while 59% read a newspaper, 51% surfed the Internet and 42% read a magazine.

On average, adults said they had watched 272 minutes of TV the previous day, compared withy 122 minutes spent listening to the radio and 29 minutes reading newspapers. Adults said they spent 73 minutes the previous day surfing the Internet and 19 minutes with magazines.

Average TV viewing increased by just one minute compared with a similar study conducted in 2000. Internet usage more than tripled from the average of 35 minutes daily that survey respondents reported using five years ago.