Even as social media usage increases, research shows TV is still the primary way most people get their news. For example, 88% of voters tracked the 2016 election returns on television, compared to just 48% who monitored social media, says the Pew Research Center.
And viewership of live TV news continues to increase, reports Nielsen. Wherever they live or work, people want to know what’s happening and how it affects them. That’s why they seek local broadcast news sources to tell them about community events and news that affects their daily lives. Adults spend more than twice as much time watching local broadcast news programming – two hours and 22 minutes a week – than they spend watching national broadcast news.
In addition, there are more ways to consume broadcast programming today, including via mobile devices and over-the-top services. According to Nielsen, live TV along with DVR/time-shifted TV has a weekly reach of 214 million adults, while TV-connected devices, such as game consoles, reach 106 million. Other popular ways to watch broadcast programming are via smartphone video (110 million viewers) and on computers (78 million).
One takeaway from this data is that as long as TV dominates media consumption trends, PR pros need to know each and every time their brand or client is mentioned on broadcast news. To stay on top of mentions, they need to invest in a video monitoring service.