TVB, the trade association of America’s local broadcast television industry, has released findings from its 2026 Purchase Funnel Study which found that TV continues to play a key role in creating brand awareness and influencing consumer purchase decisions. TVB commissioned GfK/NIQ to conduct this study, which looked at over 20 media platforms, both traditional and […]

TVB, the trade association of America’s local broadcast television industry, has released findings from a study analysing multimedia use and effectiveness. The 2026 Media Comparisons Study, conducted by GfK/NIQ and commissioned by TVB, examined media use among US adults (aged 18+) on over 20 traditional and digital media platforms including free, paid ad-supported, and advertising-free […]

While streaming platforms attempt to claim a larger share of sports viewership in the US, research from TVB shows that traditional broadcast television remains essential to sports enthusiasts who follow multiple sports throughout the year. TVB’s 2026 Sports Survey takes an in-depth look at how sports viewers consume live events and sports news, with a special […]

Recent media coverage has promoted Prime Video’s January 10th NFL playoff coverage between the Green Bay Packers and the Chicago Bears as the most-watched NFL game ever on a streaming platform in the US. However, TVB – the not-for-profit trade association representing America’s local broadcast television industry – points out that a closer examination of […]

TVB, the not-for-profit trade association representing America’s local broadcast television industry, has released findings from its 2025 Video Media Devices and Usage Study, a 5,000+ respondent survey conducted by GfK/NIQ. The study attempts to better understand media device usage as it relates to video content, with the hope that its findings will help inform and […]

The Coalition for Innovative Media Measurement (CIMM) and TVB have released a new study, authored by Patti Cohen, that examines how local viewing is measured across television, mobile devices, browsers, streaming platforms, and out-of-home environments in the US. The study identifies critical data gaps in current syndicated local measurement systems and assesses how these limitations […]

TVB, the not-for-profit trade association representing America’s local broadcast television industry, has released a study, conducted by Dynata, focusing on active adult, retirement community consumers. This is the second study in this growing category now that younger Boomers and Generation X consumers approach retirement age. The 2025 Active Adult/Retirement Community Purchase Funnel Study took a […]

TVB, the not-for-profit trade association representing America’s local broadcast television industry, analysed Nielsen’s May Gauge Report data with a focus on determining what is actually most impactful for advertisers: ad-supported viewing among adults ages 18+. The analysis found that linear TV remains the dominant force in ad-supported viewing in the US. The Facts – Nielsen’s […]

The Television Bureau of Advertising (TVB) has released a study that sheds light on how Americans consume media and the significant role TV continues to play in shaping everyday conversations. TVB commissioned GfK/NIQ to conduct the Media & Conversations Study to assess and quantify the role of media in influencing conversations. The national study included […]

Lightning International has announced a partnership with TVB’s Hong Kong streaming service myTV SUPER for the launch of 14 new FAST channels on the platform. The new channels, spanning movies, music, sports, documentaries, pets, travel and news, mark myTV SUPER’s first-ever FAST channel partnership, with additional technical support from Amagi Media Labs. With these new FAST […]