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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%, broadcasters had the highest positive brand affinity score (respondents who said “I like this brand” or it is “a favorite”), vs. 52% for digital and 40% 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% score to digital's 43% and cable's 34%.

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% of respondents are getting news from a broadcaster—Web, TV or mobile—at least once a week and 39% are watching TV news every day.

39% say they are going to a broadcaster's Web site at least once a week for news and information.

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.