/
American Conversation  Study American Conversation  Study

American Conversation Study - PowerPoint Presentation

phoebe-click
phoebe-click . @phoebe-click
Follow
343 views
Uploaded On 2019-03-16

American Conversation Study - PPT Presentation

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

conversations news local conversation news conversations conversation local political source american april study 2015 tvb keller fay base day

Share:

Link:

Embed:

Download Presentation from below link

Download Presentation The PPT/PDF document "American Conversation Study" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.


Presentation Transcript

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!

25