The American Conversation Study: How Local TV News Drives Consumer Engagement

Local NewsWeather. Traffic. Sports. These are not only the pillars of Local TV News content, but the mainstays of everyday conversation. In large and small communities across America, Local TV News is driving many of our daily conversations, providing a trusted, reliable source of information that is both credible and shareable.

Earlier this year, TVB released its study of Cultural Currency, examining the ways in which mainstream media act as a cultural touchstone. Entertainment and information provided the currency by which people trade on interests in order to maintain and build their interpersonal connections. Nowhere is Cultural Currency more tangible than at the local market level, where first-person conversations fuel our ability to act and transact in the physical world. [Read more…]