Study: Local TV News Drives Purchases

A new study by GfK for Hearst Television finds that viewers have a high level of engagement and trust with local television news and this favorable environment plays a role in prompting viewers to research and purchase products advertised during newscasts.

Eighty-five percent of all respondents agreed with the statement “Local TV News helps me feel connected to my community.” Forty-five percent agreed that “I know when advertisers put an ad on Local TV News that they care about me and my community.” A key subset of respondents indicated local TV advertising inspires action: Nearly two-thirds of adult 25 to 54 respondents said they often or sometimes investigated or purchased a product or service advertised on or in local TV news.

Search engine sites and local television news were far and away the most cited platforms, at 64% and 62%, respectively.