Local Television Remains Most Trusted News Source Per Smith-Geiger Study for Hearst Television
National Study Finds Four Out of Five Younger Video Consumers Rely on Local News From a TV Station - Across Broadcast and Digital Platforms - Each Week
Nov 19, 2018, 11:49 ET
NEW YORK, Nov. 19, 2018 /PRNewswire/ -- The overwhelming majority of adults aged 18-49 consider local television to be the most trusted source of news and information, according to a national survey of consumers conducted by market-research firm SmithGeiger for Hearst Television.
Eighty-one percent of 18-49-year-old video consumers are using local TV news at least once a week on at least one platform, the study finds. Sixty-three percent get news and information from a local TV station's local news program on TV at least once a week, while 49% watch on TV every day. And the majority of younger consumers – 51% of those ages 18-24 and 59% of ages 25-34 – say they get their news on a local-TV newscast on TV at least once a week.
Underscoring the enduring trust placed in local television news, 73% of news consumers – 69% of ages 18-24 and 74% of ages 25-49 – trust at least one local TV news brand in their market. Local TV far outdistances any other news source, on air or on digital platforms, in this category.
"At a time when journalism is under unprecedented scrutiny, with consumers juggling an overwhelming number of providers and platforms from which to get information, quality and relevance matter more than ever," said Barbara Maushard, Hearst Television senior vice president, News. "Local news teams are best positioned, as members of the communities they serve, to cover what matters to people within each and every community – and to get it right."
The continued trust placed in local TV news stands in stark contrast to that placed in newer platforms, despite shifting video-consumption habits. While the findings underscore the growth of social-media outlets as news venues – 74% use social media every day for news and info –social-media sites are trusted by 17% or fewer of consumers as a source for news, compared to 73% for local TV news.
"Even with the proliferation of choices available to local news consumers today, local TV news stations continue to be a primary source of video-based news and information across a broad range of age groups," said Seth Geiger, president of SmithGeiger. "And while millennials typically check their social media feeds for news headlines, it is local news at the source that they trust."
SmithGeiger conducted 2,069 online interviews with media consumers across eight Hearst television markets. Respondents watch TV content on any device or platform (TV, PC, Smartphone, Tablet, Social Media), in linear or non-linear mode.
About Hearst Television
Hearst Television owns and operates television and radio stations serving 26 media markets across 39 states reaching over 21 million U.S. television households. Through its partnership with nearly all of the major networks, Hearst Television distributes national content over nearly 70 video channels including programming from ABC, NBC, CBS, CW, MY Net, MeTV, This TV, Estrella and more. The radio stations are leaders in Baltimore news/talk and rock music listenership. Hearst Television is recognized as one of the industry's premier companies and has been honored with numerous awards for distinguished journalism, industry innovation, and community service. Hearst Television is a wholly owned subsidiary of Hearst.
SOURCE Hearst Television
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