Study: Local TV Up in Recession

(April 6) Despite the depressed economic state of local television, a new study shows that people rely on their local TV stations for news as much as ever, and perhaps more. Conducted by Frank N. Magid Associates for Hearst-Argyle Television, the survey showed TV and newspapers in a dead heat in the "my most important source of information in my community" category. Some 47% of respondents rated local TV news a 4 or 5 (5 meaning 'Strongly agree'). Newspapers also got 47%--well ahead of Websites (30%), radio (17%) and magazines (7%). The study did not survey the general population. It polled 2,500 local TV news viewers (those who said they watch local news twice a week or more) between the ages of 25-54 who live in markets where Hearst-Argyle has stations. As the storm season kicks off across much of the country, 66% of respondents cited local television as their most important source of weather news. Next up was the Web (41%) and radio (17%), with newspapers clocking in at 11%. Respondents also seemed to connect with TV advertising. In terms of which medium's advertising they're more engaged with, respondents favored local TV news over direct mail (55% to 45%), newspapers (64% to 36%) and radio (72% to 28%).