Four Reasons Local Broadcast TV News is Essential During a Crisis
When Hurricanes Helene and Francine slammed into the gulf coast, local broadcast TV news served as a lifeline for residents who turned to these trusted networks for storm updates, evacuation orders, and guidance when it mattered most.
TVB commissioned Dynata to execute two severe weather surveys, one on Hurricane Helene and one on Hurricane Francine. Both surveys overwhelmingly revealed that the main information source for residents in a time of crisis – and the most trusted – is their local broadcast television station assets.
Local Broadcast News was the Go-to Source Overall for Information on Hurricane Helene and Francine
Seven out of ten chose local TV news for information about each of the hurricanes. The second choice was selected by only half of the respondents
Awareness: Local Broadcast TV is Where Residents Turn
Local broadcast TV news was the most important platform for making respondents aware of both Helene and Francine's impact before, during and after the storm.
Trust: Viewers Trust Local Broadcast TV Assets Above All Other Forms of Media
When tragedy strikes and every second counts, it is essential to find information you can trust. Local broadcasters have established themselves as a reliable source of information, knowing and prioritizing the safety and well-being of their communities. The top two most trusted platforms? Both local TV station assets: local TV broadcast TV news and local TV stations websites/apps.
Localism: Residents Want Expert Information Targeted to Their Area
Whether it’s the on-air reporting or the digital assets of local broadcast TV stations, people turn to local news because they want information that pertains to the area they live in from a source they trust. They feel their local broadcast station is "looking out for what I need to know.” Local broadcasters have deep roots in their communities, making them uniquely positioned to understand and address the needs of their viewers.
The value that local broadcast stations bring to their viewers on a day-to-day basis and the trust they build throughout the year, is reflected in their importance as the go-to source during times of crisis. Another demonstration of how critical and essential the services of local TV stations are for their communities.
This article was written by Hadassa Gerber, Executive Vice President, Chief Research Officer, TVB.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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