TVB, a trade association for local television broadcasters, commissioned a proprietary Hurricane Dorian Media Usage Study. The study, performed by market research firm Dynata, showed that people overwhelmingly chose local broadcast TV stations as their preferred news source. Key insights include:
News Sources: 84 percent used TV station news for Hurricane Dorian information.
Time Spent: At 3 hours and 24 minutes, respondents spent more time with local broadcast TV than any other source, more than twice than the time spent with social media.
Information Source for Hurricane preparation: 75 percent of respondents chose broadcast TV for information when preparing to face severe weather.
Trust: 94 percent of respondents agreed that local TV news was the most trusted, while TV station news websites and apps were the second most trusted source at 88 percent. Social media was the least trusted at 57 percent.