Nationwide Videa Study Reveals That Americans Trust Local News More Than National News

Among Preferred Local News Sources for Consumers, Television Dominates Ahead of Social Media, Radio and Print


ATLANTA – June 12, 2017– Videa, a supply-side platform for automated television advertising, today revealed the findings of a recent nationwide survey of consumer perspectives on local and national news. According to the Videa-sponsored study, 61 percent of the 1,145 U.S. consumers surveyed, indicated that they have some, or a lot of, trust in the information they get from local news organizations.

Fifty-nine percent of those surveyed cited that they get their local news from television somewhat or very often – compared to 38 percent, 36 percent, and 36 percent for those who say the same for social media, print media, and local radio stations. In fact, those who said they got local news content from television very often (36 percent) is nearly twice the next highest source (social media, 19 percent very often), twice or more for print media (18 percent very often) and local radio stations (15 percent).

When it comes to key local news drivers that ranked high among consumers, reliability and relevance dominated responses. These respondents cited local news as easier to verify, more truthful and more relevant overall.

Looking at those who have a clear preference between local and national news, the difference in trust is stark. Of those who say they trust one over the other, 62 percent said they trust local news more, compared to 38 percent who say they trust national news more.

Of the majority who trust local news over national news, they cited lack of bias in local news as a critical factor for that sentiment. One-in-three who trust local news more than national news say they have that trust because there is less bias and no political agenda.

“This research provides valuable insight into consumer behaviors and interests across the U.S. Videa conducted this survey to support our broadcast and advertising partners,” said Shereta Williams, president, Videa. “The latest research findings underscores the viability of local television news in the minds of U.S. consumers – especially in such a delicate environment where consumers have been highly skeptical of news sources on the heels of the recent election. The research also reinforces how television reigns as a primary local news source for consumers, in the ever evolving digital age.”

Furthermore, just 39 percent of consumers say they are somewhat, mostly, or completely comfortable with advertisers collecting Smart TV data, while 48 percent were somewhat, mostly, or completely uncomfortable with this. People were more likely to say they were completely uncomfortable (21 percent) than any other response.

Findings also revealed that when thinking about cord-cutting, and going without cable TV or satellite TV, consumers cited that they would miss live programming / specific programs first and foremost, followed by a specific news channel/weather and sports.


For more information on Videa’s Local TV research, please download the infographic:

Survey Methodology

The survey was conducted online with 1,145 adults nationwide between March 21-22, 2017. The figures have been weighted and are representative of all US adults (aged 18+). All results are based on a sample and are therefore subject to statistical errors normally associated with sample-based information.

About Videa

Videa is the leading automated TV marketplace that is pioneering the way full schedule, local television advertising spots are bought and sold. Through its supply-side platform, Videa provides buyers with direct access to broadcast station advertising inventory, enabling advertisers, agencies and marketers to purchase media buys – within seconds and up to a year in advance. Videa can work with any traffic system or demand side buying platform, aligning with the unique needs of each TV station’s sales strategy. Owned by Cox Media Group, Videa was founded in January 2014. The company is headquartered in Atlanta, GA. For more information about Videa, visit

Media Contact:
Erica McDonald
Finn Partners for Videa