Methodology People were asked to recall the topics of their conversations from the past 24 hours This study was fielded online from April 2 April 19 2015 At the time of the fielding no candidates had officially announced their candidacy ID: 757010
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Slide1
American Conversation
StudySlide2
Methodology
People were asked to recall the topics of their conversations from the past 24 hours.
This study was fielded online from April 2 – April 19, 2015 At the time of the fielding no candidates had officially announced their candidacyThe survey was conducted among a sample of 2,006 Americans, age 18+The data has been weighted to demographically reflect the US Census.
2Slide3
Percent of People Talking About Topics Per Day
3
Base: Respondents (Total Public, n=2,006)
Q1) Please enter the approximate number of conversations you had during the past day?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide4
Americans Have The Most Conversations About News Of
T
he DayAverage Number Of Daily Conversations Per Category
Topic Breakdown
News of The Day
Local / Regional News
National / International News
Sports
Traffic
Weather
Politics
Personal / Lifestyle
Community Events
Family
Life
/ Parenting
Going Out
Hobbies Personal RelationshipsRestaurantsEntertainmentBooks / MagazinesMoviesMusicTelevision ShowsProducts and ServicesAutomotiveGoods and ServicesHealth ServicesMajor PurchasesProfessional Service Providers
Base: Respondents (Total Public, n=2,006)
Q1) Please enter the approximate number of conversations you had during the past day?Source: Keller Fay TVB American Conversation Study, April 2-19, 2015
4Slide5
News of the Day: TV Referenced Most
% of
Conversations That Reference
an External Factor
5
Base:
News of the Day, n=3,053; Q9
) Did anyone in your conversations (including yourself) refer to something they saw or heard about these topics from any of these sources
? Source: Keller Fay TVB American Conversation Study, April 2-19, 2015
Magazines
TV
Online Content
Newspapers
Social Media
RadioSlide6
News of the Day: of TV
Local TV Most Referenced
Share of External TV Factors Referenced
in News of the Day Conversations
6
Base:
Share of TV
Sources
Referenced in News of the Day
Conversations,
n=1,744; For
each conversation, what type of advertisement, promo, or paid content (infomercial)
was
referenced in the conversation?
Source
: Keller Fay TVB American Conversation Study, April 2-19,
2015 Slide7
83% of All Political Conversations
Happen Face to Face
7
How We
Talk
Politics
Face To Face
On the Phone
Text Message
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015.
Base: Total 2006 Political 678
Social MediaSlide8
Republicans Have More Political Conversations Than Other Partisan Groups
Average Number Of
Weekly Political Conversations8
Base:
Respondents (Total Public, n=2006; Democratic, n=641; Democratic Leaning, n=199;
Neither,
n=492;
Republican
Leaning, n=186; Republican, n=488)
Q1
) Please enter the approximate number of conversations you had during the past day?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide9
Republicans Enjoy Two Servings
O
f Politics Per Day9Base: Political Conversations (Democratic, n=223; Republican, n=187; Neither, n=116) Q4) Approximately, when did each of these conversations take place?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015
Democrats More Likely to talk in the Evening
NOTE: Democratic and Republican Leaning Respondents not included in this analysisSlide10
While Men Have Political Conversations Every Day,
Women’s Political Conversations Increases With Age
Average Number Of Weekly Political Conversations10
Base:
Respondents (Total Public, n=2006; Men 18-34, n=300; Women 18-34, n=305; Men 35-54, n=305; Women 35-54, n=358; Men 35+, n=663; Women 35+, n=738
Men 55+, n=358; Women 55+, n=377)
Q1) Please enter the approximate number of conversations you had during the past day?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide11
TV Provides Info In Almost Half Of All Political WOM, Much More Than Digital, Print Or Radio
11
Base: Conversations (All Conversations, n=8,754; Political, n=678) Q9) Did anyone in your conversations (including yourself) refer to something they saw or heard about these topics from any of these sources
?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015
% of
Conversations That
Reference
An External FactorSlide12
Broadcast TV Dominates Television
Political Conversations
12
Share
of
External TV Factors
Referenced
in Political Conversations
Broadcast TV
64%
Base:
Share of TV
Sources
Referenced in Political
Conversations,
n=485; For
each conversation, what type of advertisement, promo, or paid content (infomercial)
was referenced in the conversation? Source: Keller Fay TVB American Conversation Study, April 2-19, 2015 Slide13
Local TV Ads Have The Greatest TV Influence
Base:
Political Conversations (Democratic, n=223; Democratic Leaning, n=73; Republican
Leaning, n=79;
Republican,
n=187)
Q9ai
) What type of advertisement, promo, or paid content (infomercial) prompted or sparked the conversation or was referenced in the conversation?Source: Keller Fay TVB American Conversation Study, April 2-19, 2015
% of
Political Conversations
Affected
By TV Advertising,
either
as conversation
spark
or through being
referenced
in conversationIndexed to Local TV Ad13Slide14
The Role of Local
NewsSlide15
Local TV is the Largest Source for News
% of People Look to TV for Any News from…
15Base: Respondents (Total, n=2,006)
Q11a) Local/Regional – Which television sources do you look to in order to get most of your local/regional news and information
?
Q11b) National News – Which television sources do you look to in order to get most of your national news and information?
Q11c) International News – Which television sources do you look to in order to get most of your international news and information?
Q11d) Sports News – Which television sources do you look to in order to get most of your sports news and information?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide16
Viewers Connect with Local News
16
“I often find myself bringing up stories I heard on the local news in my daily conversations.”
61%
“I’ve been watching my favorite local news personalities for as long as I can remember.”
54%
“I feel closer to the people who present the local news than people presenting national news”
Base: Respondents (Total Public, n=2,006)
Q13) Please tell us if you agree or disagree with the following statements?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide17
Both Democrats And Republicans
Value Local Television News
Feelings About News% Agree With Statement17Base: LEVEL 1: Respondent, n=2,006 Adults 18+.Q13: Feelings About News Summary: Top 2-Box: Q13. Please tell us if you agree or disagree with the following
statements. Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide18
Americans Trust and Reference Local News More Than Cable News
79%
62%
“I am most likely to trust news I get from
cable
news.”
67%
53%
“I am
most
likely to trust news I get from my
local
TV stations.”
“I am most likely to reference or repeat news I get from my
local
TV stations.”
“I am
most
likely to reference or repeat news I get from my
cable
TV stations.”
18
Base: Respondents (Total Public, n=2,006)
Q13a) Please tell us if you agree or disagree with the following statements?
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide19
Local TV Stations Trusted The Most For News Regardless of Political Affiliation
%
Trust the News They Get From Media19
Base: LEVEL 1: Respondent, n=2,006; Adults 18+. Q13a: News Trust/Referencing Likelihood Summary: Top 2-Box Q13a. Now, do you agree or disagree with these statements: Trust news I get from each
media. Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide20
Local TV Stations Referenced The Most For News Regardless of Political Affiliation
%
Reference the News They Get From Media20
Base: LEVEL 1: Respondent, n=2,006; Adults 18+. Q13a: News Trust/Referencing Likelihood Summary: Top 2-Box:
Now
, do you agree or disagree with these statements:
Reference
or repeat news I get
from media. Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide21
Local TV Stations & Station Websites:
Tops For Local And Regional News
% Primary Source Of Local/Regional News21Base: LEVEL 1: Respondent, n=2,006 Adults 18+. Q11: Primary Source Of News/Information: Local/Regional:
Please
let us know which are the top 3 places you look to for Local/Regional News.
Source: Keller Fay TVB American Conversation Study, April 2-19, 2015Slide22
American Conversation
Word of Mouth is impacted by media
Americans have the most conversations about News of the DayTV is a key driver of News of the Day with Local TV most referenced22Slide23
American Conversation - Political
83% of political conversations happen face to face
Republicans more talkative than Democrats, men more talkative than women TV, especially local TV, is biggest content source for political conversations, and thus a key lever for driving political talkOpportunity for candidates and groups to think about paid media as a “conversation starter”
23Slide24
American Conversation- Political
Local News is more trusted than cable
news and is referenced more in conversations Viewers connect with Local News, no matter what their political affiliation Local TV stations top source for newsLocal TV websites among the top for local news, higher than social media
24Slide25
Thank you!
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