TVB Presentation Mississippi 2019 FINAL 3.8.19

1
TVB Is The Voice Of The

Local Broadcast TV Industry
Not For Profit Trade Association
 Members include television broadcast groups, advertising sales reps, syndicators,
international broadcasters, associate members and over 800 individual television
stations.
 TVB actively promotes local media marketing solutions to the advertising community,
and in so doing works to develop advertising dollars for the medium’s
multiple platforms, including on-air, online and mobile.
2
What We Do: We Get Voters
 Information campaign to remind key political audiences of the
value and impact of local broadcast television advertising
 Research – Voter Funnel
 Resources – Political Select
 Perspective – Industry Insight
 Website: www.wegetvoters.com
 Steve’s insight: Steve@tvb.org
3
Television Viewership Trends
Live TV Usage Dominates Total Media Usage
Nielsen Total Audience Report: Average Time Spent For Adults 18+ Per Day
(HH:MM)
0:13
0:26
Q2 2018 3:49 0:32 1:45 0:32 2:19 0:43 10:24
0:05
0:13
0:19
Q2 2017 3:55 0:32 1:50 0:52 2:27 0:34 10:48
0:06
Live TV Time-Shifted TV Radio
DVD/Blu-ray Device Game Console Internet Connected Device
Internet on a Computer App/Web on a Smartphone App/Web on a Tablet
Source: Nielsen Total Audience Report Q2 2018, 2017; Based on Total U.S. Population (Note: Internet Connected Device is inclusive of Smart TV app usage.)
Some amount of simultaneous usage may occur across devices. 5
Live TV Continues To Dominate All Video Viewing
Across All Age Segments
Hours: Minutes/Week A18+ A18-34 A35-49 A50-64 A65+ A18-49 A25-54
Live TV 26:41 12:18 22:03 34:47 43:22 16:42 20:47
Time-Shifted TV 3:41 1:44 3:45 4:49 5:04 2:39 3:19
DVD/Blu-ray Device 0:36 0:32 0:41 0:40 0:32 0:36 0:39
Game Console 1:33 3:32 1:28 0:25 0:09 2:36 1:56
Internet Connected Device 3:00 4:07 3:36 2:19 1:29 3:53 3:50
Video on a Computer 0:38 0:52 0:50 0:29 0:12 0:51 0:50

Video Focused App/Web
1:11 1:54 1:23 0:50 0:23 1:40 1:26
(Smartphone)
Video Focused App/Web
0:38 0:48 0:51 0:28 0:20 0:50 0:48
(Tablet)
6
Source: Nielsen Total Audience Report Q2 2018; Based on Total U.S. Population (Note: Internet Connected Device is inclusive of Smart TV app usage.)
Broadcast Television Reaches More Adults in
4 Days than YouTube Reaches in a Month...
6 # of Channels 5800
1 2 3 4 Time Frame 1 2 3 4 5 6 7
8 9 10 11 12 13 14
Days 15 16 17 18 19 20 21
22 23 24 25 26 27 28
29 30
Source: November 2018 Nielsen; Most Current, Live+SD. ComScore, People 2+, Data Source: VMX Desktop, 151,775,000 Unduplicated Viewers; All of YouTube
Category compared to the 6 Broadcast Nets. 7
Mississippi Voters
Media Usage Study
8
Research Overview: Methodology
WHO:
 1,000 interviews were collected via an opt-in survey
 To qualify, respondents in Mississippi needed to a registered voter and been
exposed to any of over 20 media yesterday, either traditional or digital.
WHEN: January 14 – January 31, 2019
WHAT: Via 15-minute online quantitative survey administered by Dynata (formerly

ResearchNow SSI) about respondents’ exposure to media.
9
TV Has Highest Reach of Ad Supported Platforms
in Mississippi...Broadcast Leads the Way
Television (Broadcast/Cable) 85%
Broadcast TV 83%
Email 72%
Cable TV 65%
Social Media 62%
Radio 58%
Online Search 55%
TV Streaming Video 44%
Streaming Video 42%
Other Internet Use 38%
Other Streaming Video 36%
Streaming Radio 35%
Newspaper 32%
% Reached Yesterday
Local TV Station Website 28%
Adults 18+
Magazine 25%
Cable News Network Website 19%
Broadcast TV Network Website 19%
Digital Newspaper/Magazine 19%
10
Source: Dynata (formerly Research Now SSI) Mississippi Registered Voter media survey Persons 18+. N = 1000
The Primary Source For News in Mississippi:
40%
Broadcast Television
Which one of the following sources, if any,
would you say is your primary source for news?
17%
13%
3% 3% 3% 3% 3% 2% 2% 1% 1% 1%
Broadcast TV Cable News Social Media Local Public TV News All Other Radio stations Local TV National Cable News National Local/National Local National
Newspapers Internet News Station Broadcast Web/Apps Newspapers Newspaper Magazine
Web/Apps Web/Apps Network News Web/Apps Web/Apps
Web/Apps
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Persons 18+. N = 1000
11
Q5 - Which one of the following sources, if any, would you say is your primary source for news?
Mississippi finds the problem with ‘fake news’
to be most prevalent on...
Social Media 54%
Cable News 43%
Broadcast Network Nat'l News 32%
All Other Internet Web/Apps 16%
National Newspapers 15%
Web/Apps of Nat'l Broadcast News 8%
Web/Apps of Cable TV News 8%
Public Television News 7%
Local Broadcast TV News 6%
Web/Apps of Radio 4%
Web/Apps of Magazines (Nat'l or Local) 4%
Radio 4%
Local Newspapers 4%
Web/Apps of Newspapers (Nat'l or Local) 3%
Web/Apps of Local Broadcast News 2%
12
Q7 I find the problem with “fake news” to be most prevalent on...
Local Broadcast Television News:
#1 For Trust in Mississippi
I trust the News that I see/hear on this media source:
83%
Percent Agree
75%
70% 68% 67%
63%
60% 58% 57% 57% 55% 53% 51%
48%
37%
Local Local Radio Stations Public TV Local TV News Broadcast Cable News Local/National National Radio Stations Cable News Broadcast TV Local/National All Other Social Media
Broadcast TV Newspapers News Web/Apps Network Nat'l Newspaper Newspapers Web/Apps Web/Apps Network News Magazine Internet News
News News Web/Apps Web/Apps Web/Apps Web/Apps
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: 13
I trust the News that I see/hear on this media source.
How likely are you to share or How likely are you to believe
repeat with other people the what somebody tells you, if they
news you get from... say they heard it from...
Local Broadcast TV News 69% Local Broadcast TV News 82%
Local Newspapers 65% Local Newspapers 79%
Radio 56% Radio 68%
Broadcast Network Nat'l News 56% Public Television News 68%
Public Television News 54% Local TV News Web/Apps 65%
Cable News 52% Broadcast Network Nat'l News 61%
Local TV News Web/Apps 47% Local/Nat'l Newspaper Web/Apps 59%
Nat'l Newspapers 47% Radio Web/Apps 56%
Local/Nat'l Newspaper Web/Apps 45% National Newspapers 56%
Radio Web/Apps 42% Cable News 56%
Local/Nat'l Magazine Web/Apps 40% Nat'l Broadcast TV News Web/Apps 50%
Cable News Web/Apps 39% Local/Nat'l Magazine Web/Apps 49%
Nat'l Broadcast TV News Web/Apps 41% Cable News Web/Apps 49%
All Other Internet News 36% All Other Internet News 40%
Social Media 35% Social Media 28%
14
Q8 & Q9 Very Likely & Somewhat Likely.
15
TV Has Highest Reach of Republicans, Democrats and
Independents in Mississippi...Broadcast Leads the Way
% Reached Yesterday % Reached Yesterday % Reached Yesterday
Republicans A18+ Democrats A18+ Independents A18+
Television Television Television

86% 86% 88%
(Broadcast/Cable) (Broadcast/Cable) (Broadcast/Cable)
Broadcast TV 84% Broadcast TV 84% Broadcast TV 86%
Email 76% Cable TV 70% Email 76%
Social Media 66% Email 65% Cable TV 66%
Cable TV 64% Social Media 58% Online Search 62%
Radio 64% Radio 55% Social Media 60%
Online Search 55% Online Search 53% Radio 54%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Republicans, N = 457; Democrats, N = 279; Independents, N = 196 16
Primary Source For News in Mississippi
Which one of the following sources, if any, would you say is your primary source for news?
REPUBLICANS DEMOCRATS INDEPENDENTS
Cable News 19% Cable News 17% Cable News 18%
Social Media 11% Social Media 15% Social Media 10%
3% All Other Internet

Radio Stations 4% Radio Stations 7%
Web/Apps
All Other Internet All Other Internet

Web/Apps 2% Web/Apps 2% Radio Stations 3%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Republicans, N = 457; Democrats, N = 279; Independents, N = 196
17
Cable News 54% Social Media 59% Social Media 61%
Social Media 48% Cable News 29% Cable News 41%
Broadcast Network Nat'l News 45% All Other Internet Web/Apps 23% Broadcast Network Nat'l News 29%
National Newspapers 20% Broadcast Network Nat'l News 15% All Other Internet Web/Apps 18%
All Other Internet Web/Apps 12% Web/Apps of Nat'l Broadcast News 9% National Newspapers 15%
Web/Apps of Nat'l Broadcast News 9% Web/Apps of Cable TV News 7% Web/Apps of Cable TV News 9%
Public Television News 9% Web/Apps of Radio 7% Web/Apps of Nat'l Broadcast News 8%
Web/Apps of Cable TV News 8% Local Broadcast TV News 7% Public Television News 5%
Local Broadcast TV News 5% Web/Apps of Magazines (Nat'l or Local) 7% Local Broadcast TV News 4%
Web/Apps of Magazines (Nat'l or Local) 3% Radio 6% Web/Apps of Magazines (Nat'l or Local) 3%
Web/Apps of Newspapers (Nat'l or Local) 3% National Newspapers 6% Radio 3%
Radio 3% Local Newspapers 6% Web/Apps of Newspapers (Nat'l or Local) 3%
Web/Apps of Radio 3% Public Television News 5% Local Newspapers 2%
Local Newspapers 2% Web/Apps of Local Broadcast News 4% Web/Apps of Radio 2%
Web/Apps of Local Broadcast News 1% Web/Apps of Newspapers (Nat'l or Local) 3% Web/Apps of Local Broadcast News 2%
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Local Broadcast TV News: #1 For Trust in Mississippi

Local Broadcast Local Broadcast Local Broadcast
TV News 79% TV News 91% TV News 82%
Broadcast Network
Local Newspapers 71% Nat'l News 89% Local Newspapers 75%
Radio Stations 68% Local Newspapers 87% Radio Stations 67%
Local TV News Local TV News

Web/Apps 63% Cable News 80% Web/Apps 63%
Broadcast Network
Cable News 50% Radio Stations 78% Nat'l News 62%
Broadcast Network Local TV News

Nat'l News 49% Web/Apps 78% Cable News 55%
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News 19
that I see/hear on this media source.
How likely are you to share or repeat with other people
the news you get from…
Broadcast Network
Local Newspapers 62% Nat'l News 73% Local Newspapers 63%
Broadcast Network
Radio Stations 53% Local Newspapers 73% Nat'l News 56%
Broadcast Network
Nat'l News 46% Cable News 67% Cable News 56%
Local TV News
Web/Apps 44% Radio Stations 64% Radio Stations 53%

Cable News 44% Web/Apps 58% Web/Apps 40%
20
How likely are you to believe what somebody tells you, if they
say they heard it from...
Local Newspapers 76% Local Newspapers 84% Local Newspapers 76%
Broadcast Network
Radio 67% Nat'l News 82% Radio 63%

Web/Apps 63% Radio 74% Web/Apps 63%
Broadcast Network Broadcast Network

Nat'l News 50% Cable News 72% Nat'l News 59%
Local TV News
Cable News 48% Web/Apps 70% Cable News 53%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Republicans, 457; Democrats, N = 279; Independents, N = 196 21
Summary
 Broadcast TV has the highest reach in Mississippi – more than all
other ad-supported media platforms.
 Broadcast TV news is the primary source for news.
 At 54%, Mississippi finds the problem with ‘fake news’ to be most

prevalent on social media, followed by cable news at 43%.
 Local broadcast TV news is the most trusted (83%); the source most
likely to be shared with others (69%); and the most believed source
when referenced in conversation (82%).
22
2018 Voter Influencer Study
23
Voter Influencer Study: Methodology
WHO:
 About 10,000 interviews were collected via an opt-in survey in 10 competitive states (A goal
of 1,000 in each state) Arizona, Florida, Illinois, Indiana, Michigan, Minnesota, Missouri,
Nevada, Ohio & Wisconsin.
 To qualify, respondents needed to:
 Be a registered voter
 Have seen/heard or read an advertisement for any candidate running for office in ANY of over 20 media
platforms both traditional and digital, in the past 2 months
WHEN: Right after Election Day, 11/7/18-11/11/18
WHAT: Via 15-minute online quantitative survey administered by ResearchNow SSI about
respondents’ exposure to the advertising at each stage of the funnel, post-advertising
actions, and some attitudinal questions
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Respondents were asked to rate which medium was
the most important in each stage of the Voter Funnel
Reaching
Awareness Voters
Early
Interest
Influencing
Voting
Get More Information
Decision
Consider Voting
Voting For A
Vote Candidate
25
In the past two months, did you see, hear, or read an advertisement
for any candidate running for office in any of these media?
TV 89%
Ad in Mail 59%
Radio 44%
Out of Home 37%
Social Media 35%
Phone Call 34%
Local TV Station Web/App 29%
Newspaper (Print Only) 27%
Internet Video Ad 25%
Ad on a Website 23%
Internet Display/Banner Ad 23%
Source: Research Now SSI / Adults 18+ / N = 10286 S5 & S5a: “In the past two months, did you see, hear, or read an advertisement for any 26
candidate running for office (Senator, congressman, governor, mayor, or other) in any of these media?”
What Influenced Voters the Most: Television
Any Media
91% 87% Influence
86% 84% 83%
4%
4% 4%
5% 4% 4% 4% 4%
5% 4% 4%
6% 4%
6% 6% 5% 5%
7% 7% 7%
55% 51% 46% 46% 45%
Awareness Interest Get More Info Consider Voting Vote

TV Ad in Mail Social Media Radio
Newspaper (Print Only) Streaming TV Shows Internet Video Ad Local TV Station Web/App
Source: Research Now SSI / Adults 18+ / N = 9504 (Media with 2%+ shownQA4/QA5/QA6/QA7/QA8: “Thinking about the ads you saw/heard for candidates, which 27
advertising media was most important in making you aware of/interested in/influenced you to get more information on/consider voting for/vote for the candidate(s)”
TV Triggers Action, Online, Ad Recall and Word of Mouth
in Young Adults
66%
Any Action 80%
61%
27%
Went online to learn more 33%
24%
Total
Adults 18-34
27%
Adults 35+
Talked with others about the ad 33%
24%
23%
Remembered seeing candidate before
28%
in other media
21%
Source: Research Now SSI / Adults 18+ / N = 9196, 2463, 6733

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QA9: “Which of the following did you do after seeing/hearing the ads for candidates running for office on television”
Television Was Key in Motivating Voters to Get Out and Vote
Television 66%
Local Newspapers 31%
Social Media 30%
Radio 27%
Nat'l Newspapers 16%
Volunteers 14%
Phone Calls 12%
Source: Research Now SSI / Adults 18+ / N = 10286 (All TV = Nat’l Broadcast, Local Broadcast, Cable and/or Public Television News;
Total Broadcast = Nat’l Broadcast and/or Local Broadcast Television News)
Q9: “Sometimes we need a push to actually go out and vote or mail in our ballots. Please pick up to 5 media/methods that you feel 29
most motivated you to get out and vote or mail in your ballot.”
Thank You
Steve Lanzano, TVB

President & CEO
steve@tvb.org
Appendix:
Additional Mississippi Research
TV Has Highest Reach of Ad Supported Platforms
in Mississippi...Broadcast Leads the Way
Adults 18-34 Adults 35+
Television (Broadcast/Cable) 83% Television (Broadcast/Cable) 86%
Broadcast TV 81% Broadcast TV 84%
Cable TV 70% Email 78%
TV Streaming Video 59% Social Media 64%
Social Media 57% Cable TV 63%
Email 56%
% Reached Radio 59%
Yesterday
Streaming Video 56% Online Search 57%
Radio 55% Other Internet Use 39%
Online Search 50% TV Streaming Video 38%
Other Streaming Video 49% Streaming Video 36%
Streaming Radio 38% Newspaper 34%
Other Internet Use 37% Streaming Radio 34%
Newspaper 26% Other Streaming Video 30%
Local TV Station Website 25% Local TV Station Website 29%
Magazine 23% Magazine 26%
Broadcast TV Network Website 21% Digital Newspaper/Magazine 19%
Digital Newspaper/Magazine 19% Cable News Network Website 19%
Cable News Network Website 19% Broadcast TV Network Website 18%
32
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Persons 18-34. N = 287; P35+, N = 713
In Mississippi, Most TV Program Viewers
Are Reached Through Broadcast TV
A18-34 % Reached Yesterday A35+ % Reached Yesterday
83% 81%
86% 84%
70%
63%
Television (Broadcast/Cable) Broadcast TV Cable Television (Broadcast/Cable) Broadcast TV Cable
33
Cable News 31% Cable News 48%
Broadcast Network Nat'l News 24% Broadcast Network Nat'l News 35%
All Other Internet Web/Apps 18% National Newspapers 17%
National Newspapers 11% All Other Internet Web/Apps 16%
Web/Apps of Nat'l Broadcast News 10% Web/Apps of Cable News 8%
Public Television News 8% Web/Apps of Nat'l Broadcast News 8%
Local Broadcast TV News 8% Public Television News 7%
Web/Apps of Cable News 7% Local Broadcast TV News 5%
Web/Apps of Radio Stations 6% A18-34 Web/Apps of Magazines (Nat'l or Local) 4% A35+
Web/Apps of Local Broadcast News 6% Radio 4%
Local Newspapers 5% Web/Apps of Radio Stations 4%
Radio 5% Local Newspapers 3%
Web/Apps of Magazines (Nat'l or Local) 4% Web/Apps of Newspapers (Nat'l or Local) 2%
Web/Apps of Newspapers (Nat'l or Local) 3% Web/Apps of Local Broadcast News 1%
34
How likely are you to share or repeat with other people
the news you get from...
A18-34 A35+
Broadcast Network Nat'l News 65% Local Newspapers 65%
Local Newspapers 64% Radio 54%
Public Television News 62% Broadcast Network Nat'l News 52%
Cable News 62% Public Television News 50%
Radio 61% Cable News 48%
Local/Nat'l Newspaper Web/Apps 58% Local TV News Web/Apps 45%
Nat'l Newspapers 55% Nat'l Newspapers 44%
Nat'l Broadcast TV News Web/Apps 54% Local/Nat'l Newspaper Web/Apps 39%
Local TV News Web/Apps 52% Radio Web/Apps 39%
Social Media 52% Nat'l Broadcast TV News Web/Apps 35%
Local/Nat'l Magazine Web/Apps 52% Local/Nat'l Magazine Web/Apps 35%
Radio Web/Apps 51% Cable News Web/Apps 34%
Cable News Web/Apps 50% All Other Internet News 31%
All Other Internet News 48% Social Media 29%
35
Q8 How likely are you to share or repeat with other people the news you get from...(Very Likely + Somewhat Likely)
How likely are you to believe what somebody tells you,
if they say they heard it from...
A18-34 A35+
Public Television News 72% Radio 68%
Radio 68% Public Television News 66%
Broadcast Network Nat'l News 67% Local TV News Web/Apps 64%
Local/Nat'l Newspaper Web/Apps 66% Broadcast Network Nat'l News 59%
Local TV News Web/Apps 65% Local/Nat'l Newspaper Web/Apps 57%
Cable News Web/Apps 63% Radio Web/Apps 56%
Cable News 63% Nat'l Newspapers 53%
Nat'l Newspapers 61% Cable News 53%
Nat'l Broadcast TV News Web/Apps 58% Nat'l Broadcast TV News Web/Apps 46%
Local/Nat'l Magazine Web/Apps 58% Local/Nat'l Magazine Web/Apps 46%
Radio Web/Apps 57% Cable News Web/Apps 44%
All Other Internet News 50% All Other Internet News 36%
36
Q9 Tell us how likely you are to believe what somebody tells you, if they say they heard from this source...(Very Likely + Somewhat Likely)
Media Key Guide
Traditional Media: Digital Media (on a computer, tablet or smartphone):
Broadcast TV = ABC, CBS, NBC, FOX, CW, Email = Read/write/check email
Univision, etc. live or time shifted (DVR or Video
on Demand) Social Media = Read or post to social media (Facebook, Twitter, Instagram, etc.)
Cable TV = Fox News Channel, TNT, ESPN, USA, Online Search = Use search (Google, etc.)
etc. live or time shifted (DVR or Video on Demand) Streaming Video = Watch or listen to a TV program or movie using streaming
Total TV = Broadcast television and/or Cable video
television Other Streaming Video = Watch streaming video other than TV programs or
TV Streaming Video = TV program or movie movies, like YouTube or online-only videos
content via streaming video on the TV set
Streaming Radio = Radio listening via computer, tablet or smartphone
Radio = AM/FM and/or satellite radio
Digital Newspaper/Magazine = Read a digital version of a newspaper or
Newspaper = Printed newspaper magazine (website or app)
Magazine = Printed magazine Local TV Station Website = Use a local TV station’s website for news, weather
or sports
Cable News Network Website = Use a cable news channel’s website for
news, weather or sports
Broadcast TV Network Website = Use a broadcast TV network’s website for
news, weather or sports
Other Internet Use = Any other Internet use on a computer, smartphone or
tablet/e-reader
37
Geography: Total A18+
38
TV Has The Highest Reach Across
Mississippi…Broadcast Leads The Way
City/Urban A18+ Suburban A18+ Rural A18+

90% 82% (Broadcast & Cable) 85%
(Broadcast & Cable) (Broadcast & Cable)
Cable News 76% E-mail 78% E-mail 73%
E-mail 62% Social Media 63% Social Media 65%
TV Streaming 57% Radio 62% Cable News 61%
Radio 57% Cable News 62% Radio 54%
Social Media 56% Online Search 61% Online Search 54%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Urban/City, N = 248; Suburban, N = 338; Rural, N = 414 39
Primary Source For News Across Mississippi
City/Urban Suburban Rural
All Other All Other

Radio 4% Internet News 4% Internet News 3%
Web/Apps Web/Apps
All Other
Internet News 2% Radio 3% Radio 3%
Web/Apps
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Urban/City, N = 248; Suburban, N = 338; Rural, N = 414
40
Mississippi finds the problem with ‘fake news’ to be
most prevalent on...
Urban/City Suburban Rural
Broadcast Network Nat'l News 23% Broadcast Network Nat'l News 32% Broadcast Network Nat'l News 37%
All Other Internet Web/Apps 20% All Other Internet Web/Apps 16% National Newspapers 18%
National Newspapers 9% National Newspapers 15% All Other Internet Web/Apps 14%
Public Television News 9% Web/Apps of Cable TV News 9% Web/Apps of Nat'l Broadcast News 9%
Web/Apps of Nat'l Broadcast News 8% Web/Apps of Nat'l Broadcast News 8% Web/Apps of Cable TV News 8%
Web/Apps of Radio 8% Public Television News 6% Public Television News 7%
Local Broadcast TV News 7% Radio 4% Local Broadcast TV News 7%
Web/Apps of Cable TV News 6% Web/Apps of Magazines (Nat'l or Local) 4% Web/Apps of Magazines (Nat'l or Local) 5%
Radio 5% Local Broadcast TV News 4% Local Newspapers 4%
Local Newspapers 5% Web/Apps of Radio 4% Web/Apps of Radio 3%
Web/Apps of Local Broadcast news 4% Web/Apps of Local Broadcast News 2% Radio 3%
Web/Apps of Magazines (Nat'l or Local) 3% Web/Apps of Newspapers (Nat'l or Local) 2% Web/Apps of Newspapers (Nat'l or Local) 3%
Web/Apps of Newspapers (Nat'l or Local) 3% Local Newspapers 1% Web/Apps of Local Broadcast News 2%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Urban/City, N = 248; Suburban, N = 338; Rural, N = 414 41

Broadcast Network
Nat'l News 79% Radio 71% Radio 66%
Broadcast Network Web/Apps of

Radio 74% Nat'l News 68% Local Broadcast News 62%
Web/Apps of Broadcast Network

Cable News 74% Local Broadcast News 67% Nat'l News 56%
Web/Apps of
Local Broadcast News 72% Cable News 55% Cable News 54%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey Urban/City, N = 248; Suburban, N = 338; Rural, N = 414
Geography: Women 18+
43
TV Has The Highest Reach Among Women In
Mississippi

87% 78% 83%
(Broadcast & Cable) (Broadcast & Cable) (Broadcast & Cable)
Broadcast TV 85% E-mail 77% Broadcast TV 82%
Cable News 73% Broadcast TV 76% E-mail 73%
E-mail 68% Social Media 67% Social Media 72%
Social Media 64% Radio 64% Cable News 58%
Radio 53% Online Search 60% Online Search 58%
Online Search 49% Cable News 57% Radio 53%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey W18+ Urban/City, N = 124; Suburban, N = 172; Rural, N = 44
234
Among Women
All Other
Radio 5% Internet 3% Radio 2%
Web/Apps
All Other All Other
Internet 2% Radio 3% Internet 1%
Web/Apps Web/Apps
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey W18+ Urban/City, N = 124; Suburban, N = 172; Rural, N =
234
45
Mississippi’s Women find the problem with ‘fake news’
Urban/City Suburban Rural
Social Media
59% Social Media 62% Social Media 61%
All Other Internet Web/Apps 23% Broadcast Network Nat'l News 29% Broadcast Network Nat'l News 29%
Broadcast Network Nat'l News 17% All Other Internet Web/Apps 15% All Other Internet Web/Apps 18%
Web/Apps of Radio 9% National Newspapers 13% National Newspapers 15%
Web/Apps of Nat'l Broadcast News 7% Web/Apps of Cable TV News 6% Web/Apps of Nat'l Broadcast News 9%
Public Television News 7% Web/Apps of Nat'l Broadcast News 6% Web/Apps of Cable TV News 9%
Radio 5% Radio 5% Web/Apps of Magazines (Nat'l or Local) 6%
Web/Apps of Cable TV News 5% Public Television News 4% Local Broadcast TV News 5%
Local Broadcast TV News 5% Web/Apps of Local Broadcast News 3% Local Newspapers 5%
National Newspapers 4% Local Broadcast TV News 3% Public Television News 3%
Web/Apps of Local Broadcast News 3% Web/Apps of Radio 2% Radio 3%
Local Newspapers 3% Local Newspapers 2% Web/Apps of Radio 3%
Web/Apps of Magazines (Nat'l or Local) 2% Web/Apps of Magazines (Nat'l or Local) 1% Web/Apps of Newspapers (Nat'l or Local) 3%
Web/Apps of Newspapers (Nat'l or Local) 2% Web/Apps of Newspapers (Nat'l or Local) 1% Web/Apps of Local Broadcast News 1%
46
Among Women

Broadcast Network
Nat'l News 82% Radio 72% Radio 70%
Web/Apps of Web/Apps of
Cable News 74% Local TV News 69% Local Broadcast News 66%
Web/Apps of Broadcast Network Broadcast Network

Local TV News 72% Nat'l News 64% Nat'l News 66%
Radio 69% Cable News 51% Cable News 58%
Income: Total Adults
48
TV Has The Highest Reach Among All Income Breaks
In Mississippi…Broadcast Leads The Way
<$50K $50-$100K $100K+
Television Television
83% 86% Television 89%
(Broadcast & Cable) (Broadcast & Cable) (Broadcast & Cable)
E-mail 65% E-mail 80% E-mail 79%
Online Search 53% Radio 66% Radio 66%
Radio 49% Online Search 58% Online Search 60%
49
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey <$50K, N = 465; $50-$100K, N = 318; $100K+, N = 169
Regardless Of Income Level, Broadcast TV Is
Mississippi’s Primary Source for News
<$50K $50-$100K $100K+
All Other
Radio 3% Radio 4% Internet 5%
Web/Apps
All Other All Other
Internet 2% Internet 3% Radio 1%
Web/Apps Web/Apps
50
Regardless of Income, Mississippi finds the problem
with ‘fake news’ to be most prevalent on
Social Media & Cable News
<$50K $50K-$100K $100K+
Social Media 59% Cable News 52% Social Media 49%
Cable News 35% Social Media 51% Cable News 48%
Broadcast Network Nat'l News 24% Broadcast Network Nat'l News 41% Broadcast Network Nat'l News 38%
All Other Internet Web/Apps 20% National Newspapers 18% All Other Internet Web/Apps 21%
National Newspapers 13% Public Television News 10% National Newspapers 17%
Web/Apps of Cable News 9% All Other Internet Web/Apps 9% Web/Apps of Cable News 8%
Web/Apps of Nat'l Broadcast News 9% Web/Apps of Nat'l Broadcast News 8% Public Television News 7%
Public Television News 6% Web/Apps of Cable News 7% Web/Apps of Nat'l Broadcast News 6%
Web/Apps of Magazines (Nat'l or Local) 6% Local Broadcast TV News 7% Web/Apps of Radio 4%
Web/Apps of Radio 6% Radio 5% Web/Apps of Newspapers (Nat'l or Local) 4%
Local Broadcast TV News 6% Local Newspapers 4% Local Newspapers 3%
Radio 4% Web/Apps of Newspapers (Nat'l or Local) 3% Web/Apps of Magazines (Nat'l or Local) 2%
Web/Apps of Local Broadcast News 4% Web/Apps of Radio 2% Local Broadcast TV News 2%
Web/Apps of Newspapers (Nat'l or Local) 3% Web/Apps of Magazines (Nat'l or Local) 2% Radio 2%
Local Newspapers 3% Web/Apps of Local Broadcast News 1% Web/Apps of Local Broadcast News 2%
51
At All Income Levels
<$50K $50K-$100K $100K+

Web/Apps of
Radio 70% Radio 68% Local Broadcast News 75%
Web/Apps of Web/Apps of
Local Broadcast News 66% Local Broadcast News 64% Radio 72%
All Other Internet All Other All Other

Web/Apps 51% Internet Web/Apps 43% Internet Web/Apps 47%
African American Women
53
TV Has The Highest Reach Among African Americans
in Mississippi…Broadcast Leads The Way
% Reached Yesterday % Reached Yesterday
African Americans: Total Female
Television Television
88% 84%
(Broadcast & Cable) (Broadcast & Cable)
E-mail 59% E-mail 64%
Radio 55% Radio 58%
Online Search 46% Online Search 48%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey African Americans 18+ Total, N = 231; Female, N = 125 54
Among African Americans
All Other Internet

Web/Apps
3% Radio 2%
All Other Internet

Radio 1% Web/Apps 1%
Source: Dynata (formerly ResearchNow SSI) Mississippi Registered Voter media survey African Americans 18+ Total, N = 231; Female, N = 125;
55
African Americans In Mississippi find the problem with
‘fake news’ to be most prevalent on …
All Other Internet Web/Apps 22% All Other Internet Web/Apps 22%
Broadcast Network Nat'l News 15% Broadcast Network Nat'l News 12%
Web/Apps of Nat'l Broadcast News 11% Web/Apps of Nat'l Broadcast News 12%
Local Broadcast TV News 9% Web/Apps of Cable News 10%
Web/Apps of Radio 7% Web/Apps of Radio 10%
National Newspapers 6% Web/Apps of Magazines (Nat'l or Local) 6%
Web/Apps of Cable News 6% Local Broadcast TV News 5%
Public Television News 6% Local Newspapers 5%
Web/Apps of Magazines (Nat'l or Local) 6% Web/Apps of Local Broadcast News 5%
Web/Apps of Local Broadcast News 6% Public Television News 4%
Local Newspapers 6% Radio 4%
Radio 4% Web/Apps of Newspapers (Nat'l or Local) 3%
Web/Apps of Newspapers (Nat'l or Local) 4% National Newspapers 2%
56
Among African Americans

Local Broadcast Local Broadcast
TV News 90% TV News 93%
Radio 80% Radio 82%
Web/Apps of
Cable News 76% Local Broadcast News 80%
Web/Apps of
Local Broadcast News 74% Cable News 76%
All Other Internet All Other

Web/Apps 63% Internet Web/Apps 65%

TVB Presentation Mississippi 2019 FINAL 3.8.19

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Droits d'auteur :

TVB Presentation Mississippi 2019 FINAL 3.8.19

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1

TVB Is The Voice Of The

Live TV 26:41 12:18 22:03 34:47 43:22 16:42 20:47

Time-Shifted TV 3:41 1:44 3:45 4:49 5:04 2:39 3:19

DVD/Blu-ray Device 0:36 0:32 0:41 0:40 0:32 0:36 0:39

Game Console 1:33 3:32 1:28 0:25 0:09 2:36 1:56

Video on a Computer 0:38 0:52 0:50 0:29 0:12 0:51 0:50

WHEN: January 14 – January 31, 2019

WHAT: Via 15-minute online quantitative survey administered by Dynata (formerly

Television Television Television

Broadcast TV 84% Broadcast TV 84% Broadcast TV 86%

Email 76% Cable TV 70% Email 76%

Social Media 66% Email 65% Cable TV 66%

Cable TV 64% Social Media 58% Online Search 62%

Radio 64% Radio 55% Social Media 60%

Online Search 55% Online Search 53% Radio 54%

REPUBLICANS DEMOCRATS INDEPENDENTS

Broadcast TV 43% Broadcast TV 42% Broadcast TV 33%

Cable News 19% Cable News 17% Cable News 18%

Social Media 11% Social Media 15% Social Media 10%

3% All Other Internet

All Other Internet All Other Internet

REPUBLICANS DEMOCRATS INDEPENDENTS

Radio Stations 68% Local Newspapers 87% Radio Stations 67%

Local TV News Local TV News

Broadcast Network Local TV News

Social Media 34% Social Media 46% Social Media 26%

Local TV News Local TV News

Social Media 33% Social Media 43% Social Media 26%

Local Newspapers 76% Local Newspapers 84% Local Newspapers 76%

Local TV News Local TV News

Broadcast Network Broadcast Network

Social Media 24% Social Media 34% Social Media 22%

 Broadcast TV news is the primary source for news.

 At 54%, Mississippi finds the problem with ‘fake news’ to be most

WHEN: Right after Election Day, 11/7/18-11/11/18

Out of Home 37%

Social Media 35%

Phone Call 34%

Local TV Station Web/App 29%

Newspaper (Print Only) 27%

Internet Video Ad 25%

Internet Display/Banner Ad 23%

55% 51% 46% 46% 45%

Awareness Interest Get More Info Consider Voting Vote

Source: Research Now SSI / Adults 18+ / N = 9196, 2463, 6733

Local Newspapers 31%

Social Media 30%

Nat'l Newspapers 16%

Phone Calls 12%

Steve Lanzano, TVB

Television (Broadcast/Cable) Broadcast TV Cable Television (Broadcast/Cable) Broadcast TV Cable

Television Television Television

Broadcast TV 88% Broadcast TV 80% Broadcast TV 83%

Cable News 76% E-mail 78% E-mail 73%

E-mail 62% Social Media 63% Social Media 65%

TV Streaming 57% Radio 62% Cable News 61%

Radio 57% Cable News 62% Radio 54%

Social Media 56% Online Search 61% Online Search 54%

City/Urban Suburban Rural

Broadcast TV 41% Broadcast TV 38% Broadcast TV 41%

Cable News 17% Cable News 17% Cable News 16%

Social Media 11% Social Media 14% Social Media 12%

All Other All Other

City/Urban Suburban Rural

Local Newspapers 82% Local Newspapers 73% Local Newspapers 74%

Broadcast Network Web/Apps of