The Media Comparisons Study is a key industry resource for multi-media usage and effectiveness analysis. In 2012, TVB retained Knowledge Networks to conduct the study and the findings are revealing. Among them are:
• Television reaches more people, and people spend significantly more time with television each day than they do with radio, newspapers, magazines, the internet, and mobile.
• Consumers credit TV ads as more influential in making a purchase decision.
• TV commercials drive viewers to go online to find out more.
• Broadcast, and local broadcast stations are chosen first for news over cable networks.