Think TV news is dead? Think again. 

Written by

Matt George

Partner, Head of Research

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Written by

Annie Phifer

Research Manager

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Written by

Jessa Scott-Johnson

Senior Director - Research

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Written by

Eunice Yau

Director – Research

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06.26.24

From May 16-27, 2024, Seven Letter Insight conducted a survey of 500 national opinion influencers and 300 D.C.-area opinion influencers. Opinion influencers are more educated, more affluent, and more influential than average voters. 

Our study revealed that opinion influencers who identify as Democrats, Republicans, and Independents all got their news most often from TV – 70% of Republicans, 62% of Independents, and 69% of Democrats, to be exact. Only when we zoomed in on Washington, D.C. did we see opinion influencers get their news most often from a platform other than TV –in this case, websites (57%). 

The biggest divergence in news platform preference came in the form of email newsletters. Washingtonian opinion influencers have about a 1.5x higher penchant for email newsletters than nationwide opinion influencers. GOP opinion influencers nationwide reported the lowest email newsletter engagement, at 27%. 

Overall, all groups reported 50% or more engagement with TV for their news – a hopeful statistic for broadcast news in an era of so much consumer choice. And as Biden and Trump prep for their presidential debate tomorrow on CNN and Max, we can accordingly expect opinion influencers nationwide to be glued to their TVs – for both live streaming and post-debate coverage and analysis – in the coming days.