Local TV News Ads Drive Purchases, Study Finds
A new study reveals that local broadcast TV news ads significantly influence viewers' purchasing decisions, with 58% considering a product after seeing an ad. This comes as local news consumption shifts towards digital platforms, with 76% of viewers researching products online after seeing an ad on legal services, 74% for car buyers, and 69% for home remodelers.
The 2025 Local Broadcast News Study by TVB and GfK/NIQ highlights the importance of local news, with 95% of Americans valuing access to local news on their local TV station. This is further supported by the trust viewers have in local broadcast news, with 88% considering it accurate. During severe weather and emergencies, local broadcast news is the go-to source, trusted by 95% of respondents for local broadcast news stations and 94% for their websites/apps.
Political election coverage is also highly valued, with 93% of respondents appreciating local broadcast news for this purpose. The shift towards digital platforms is evident, with 60% of respondents watching local TV news on a mobile device daily or a few times a week, and 78% watching linear local TV news on a television daily or a few times a week. However, this shift also brings concerns about fake news, which is most prevalent on social media (44%) and cable news (25%).
The study underscores the power of local broadcast TV news in influencing purchasing decisions and its crucial role in providing accurate information during emergencies and political elections. As news consumption evolves, so does the need for reliable, local news sources. With the rise of digital platforms, ensuring the accuracy and accessibility of local news remains paramount.
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