NAB-Backed Study: Broadcasting Brand Still Strong

Local and network news can hold its own with digital brands like Apple, Google, Facebook and Twitter, or at least that is the assertion of a new SmithGeiger report funded by the National Association of Broadcasters.

SmithGeiger says that conclusion is based on 3,365 online interviews with consumers ages 18-64 which sought to identify the "depth of brand affinity" over broadcasting, cable and digital news brands. SmithGeiger, who headed the research, said that at 57 percent, broadcasters had the highest positive brand affinity score (respondents who said “I like this brand” or it is “a favorite”), vs. 52 percent for digital and 40 percent for cable. And in a sort of Boy Scout measure of brand affinity -- trustworthy, informative, makes a difference in your daily life -- broadcasters got a 49 percent score to digital's 43 percent and cable's 34 percent. The broadcast brands included the Big Four networks, Univision and Telemundo, as well as all local broadcasters in a market. Among the study highlights:

• 66 percent of respondents are getting news from a broadcaster -- Web, TV or mobile -- at least once a week and 39 percent are watching TV news every day.
• 39 percent say they are going to a broadcaster's Web site at least once a week for news and information.