Consumers Cite Greater Engagement With Local TV News Than Other Local Media, New Survey Finds

Consumers Cite Greater Engagement With Local TV News Than Other Local Media, New Survey Finds

NEW YORK, April 6 /PRNewswire-FirstCall/ -- Respondents to a new survey of local TV viewers around the country said they are more engaged with advertising within local TV newscasts than each of four other "traditional" media evaluated - 55% vs. 45% for direct mail; 57% vs. 43% for magazines; 64% vs. 36% for newspapers; 72% vs. 28% for radio; and 81% vs. 19% for Yellow Pages.

The survey was conducted by Frank N. Magid Associates, Inc. for Hearst-Argyle Television, Inc., owner of one of the nation's largest broadcast television station groups and more than three dozen local websites. The survey, of adults age 25-54, encompassed consumers' use of various media, with an emphasis on localism, including local TV, print newspapers and magazines, radio, web sites, Yellow Pages and direct mail. The survey sample size of 2,500 respondents enabled analysis and projectable findings on a per-media category basis. Magid is a leading research firm serving clients in 37 countries.

Other survey findings:
-- Local TV news was cited as "my most important source of information in
my community" by 47% of respondents, who rated the medium a "4" or "5"
where "5" means "strongly agree." Print newspapers also were cited by
47%, followed by websites (30%), radio (17%) and print magazines (7%);
-- Particularly relevant in a year with myriad weather events, 66% of
respondents cited local TV as their most important source of weather
news, followed distantly by the Web (41%), radio (17%), print
newspapers (11%), and print magazines (3%); and
-- Local TV news ads led the pack for "buzz" generation, at 30%, followed
by magazines (27%), newspapers (20%), radio (19%), websites and direct
mail (each 17%), and Yellow Pages (7%).

The survey results also suggest the economy is drawing consumers closer to their local TV news outlets. Ninety-nine percent of respondents said they are turning to local TV news at least as much or more frequently than in the past as a result of current economic conditions. In response to the question "How have the recent economic conditions changed your frequency of doing each of the following?" 16% of the respondents said they are following local TV news "more." The only medium surpassing local TV news in this category was the Internet, cited by 17% of respondents. Print newspapers, radio and print magazines all trailed at 10%, 9% and 6%, respectively.

Hearst-Argyle Television, Inc. a leading local media company, owns 26 television stations, and manages an additional three television and two radio stations. The Company's television stations reach approximately 18% of U.S. TV households, making it one of America's largest television station groups. It also owns 37 websites and 20 digital multicast channels providing news, weather and entertainment programming. Hearst-Argyle is majority-owned by Hearst Corporation. The Company's Web address is www.hearstargyle.com.

Source: Hearst-Argyle Television, Inc.

CONTACT: Tom Campo of Campo Communications, LLC, +1-212-590-2464,
Tom@CampoComm.com, for Hearst-Argyle Television, Inc.

Web Site: http://www.hearstargyle.com/

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