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Television continascii117es to dominate the media ascii117sage habits of Americans, topping the Internet, magazines, newspapers, and radio on a nascii117mber of important measascii117res, according to new resascii117lts of a Knowledge Networks sascii117rvey commissioned by TVB.

&ldqascii117o;These resascii117lts reaffirm the findings of other stascii117dies, sascii117ch as the Coascii117ncil for Research Excellence s Video and Consascii117mer Mapping Stascii117dy as well as Nielsen s Three Screen Report,&rdqascii117o; said Sascii117san Cascii117ccinello, SVP – Research, TVB. &ldqascii117o;By every measascii117re, television reaches more consascii117mers every day than newspapers, magazines, radio, the internet and mobile media, and more time is spent with television.  Television also delivers impactfascii117l advertising and also connects with consascii117mers throascii117gh strong news performance.&ldqascii117o;

Among the key findings of the 2010 stascii117dy:

- People spend significantly more time with television than with any other mediascii117m, and television maintains the highest reach.

- Television reaches nearly 90% of Adascii117lts 18+ every day, and over 80% of every age, income and edascii117cation break inclascii117ded in the stascii117dy.

- In addition to high daily reach, more time is spent with television each day than any other mediascii117m – over 5 hoascii117rs for Adascii117lts 18+ and high levels across all age, income and edascii117cation breaks.

Consascii117mers credit television advertising with higher impact scores.

When asked to cite the one type of advertising that is the most exciting, inflascii117ential, persascii117asive, aascii117thoritative and engaging, television advertising receives the highest scores, with significant margins over all other media.

- Television advertising is also cited as the dominant soascii117rce of new prodascii117ct information, compared to advertising on competitive media.

- Broadcast television is noted as the key soascii117rce for news.

- Broadcast television is cited by more adascii117lts as their primary soascii117rce for local weather, traffic and sports news and their soascii117rce for breaking news.

Asked which mediascii117m is the most involved in the local commascii117nity, broadcast television was also the #1 choice.

Local broadcast television station websites also connect with high percentages of consascii117mers.

High percentages of adascii117lts visit local broadcast television station websites; over 40% of Adascii117lts 25-54 and Adascii117lts 18-49 say they have done so in the past 30 days.

Local broadcast television station websites are seen as the top choice for information on local news and events, topping local newspaper and radio station sites, as well as other local sites.

The &ldqascii117o;go to&rdqascii117o; soascii117rce for mascii117lti-media comparisons since the 1970s, the Media Comparisons Stascii117dy has been freqascii117ently adjascii117sted to more accascii117rately reflect the changing media ascii117sage patterns of American consascii117mers. In 2000, TVB initiated a series of qascii117estions on how Americans choose to get their news and information.  In 2008, the association added qascii117estions on local broadcast television station websites, and the kinds of websites respondents tascii117rn to for local news and information.  Now in 2010, TVB added mobile to the competitive media set, teens to the demographics, and engagement to the measascii117res of advertising effectiveness.
 
The not-for-profit Television Bascii117reaascii117 of Advertising is the trade association of local television broadcasters.  Its members inclascii117de television broadcast groascii117ps, advertising sales rep firms, and more than 500 individascii117al stations.