WESTLAKE VILLAGE, Calif.—The COVID-19 pandemic is fueling a resurgence in viewership of local news and linear television in the United States, according to the results of a survey conducted in March by international research and strategy firm SmithGeiger.

“It is clear that the world has changed for most Americans, and that local news has played a critically important role in helping audiences to find solace, feel safer and gain important insights into how to navigate past the confusion and to regain a sense of wellbeing,” says Seth Geiger, co-founder of the firm.

The survey of more than 1,300 U.S. news consumers ages 18 to 64 revealed that local news has become the primary destination for trusted news and information during the pandemic. Further, the reach of local news has grown 20 points, and daily viewing has nearly doubled to 35%. Eighty-two percent of respondents report watching local news, and 91% use at least one local news platform.

The robust growth in local news viewership coincides with the close attention Americans are giving to the pandemic. The survey found 59% are paying a great deal of attention, and another 33% are paying some/moderate attention.

Sixty-four percent of respondents said the pandemic has affected their lives at least somewhat. Seventeen percent reported being significantly impacted, and parents ages 35 to 44 said they have been most significantly impacted at 28%, the survey found.

One in five respondents said they have lost wages due to the effects of the pandemic on daily life, while 81% reported having their livelihood and pocketbooks affected.

“This unprecedented event is disrupting daily habits, sowing confusion, anxiety and uncertainty, and driving shifts in media patterns as Americans seek out personally relevant information, with clarity and reassurance that will help them to manage and navigate this dynamic landscape,” said Geiger.

Another of the shifts is the resurgence of linear TV, the survey found. Two years ago, watching streaming content surpassed linear TV viewing with Americans ages 25 to 54 spending more time with OTT content. However, the survey found this trend has reversed during the pandemic, with linear TV re-establishing itself as the leader over SVOD—although both have seen dramatic expansion, SmithGeiger said.

Social media is helping Americans stay connected with friends and loved ones during the rise of stay-at-home orders and social distancing. The survey found Facebook is the primary platform Americans are using to stay connected, with 63% reporting checking the platform daily. For respondents ages 18 to 24, Instagram was the top platform.

However, the most frequent users of Facebook, trust in the platform the least, the survey found.

PLUS: Pandemic Brings TV to the Forefront

When asked about what they expect to happen as a result of the virus, 54% said they believe their lives will change for the worst in the coming weeks. Half said they were uncertain about what’s to come, 47% said they were anxious and 43% said they were alarmed.

However, 55% said they believe society will emerge for the pandemic stronger. Forty-four percent said they can’t wait to go shopping, and 39% said the crisis has brought out the best in their family and friends, the survey found.

More information is available on the SmithGeiger website. 

NEW YORK—A new survey finds that local television is the most trusted source of news and information among consumer, and that three-quarters of adults trust at least one local news brand in their market.

The survey, conducted by SmithGeiger for Hearst Television, found that local TV far surpasses any other news source—on air or on a digital platform—as a trusted news source.

"At a time when journalism is under unprecedented scrutiny, with consumers juggling an overwhelming number of providers and platforms from which to get information, quality and relevance matter more than ever," said Hearst Television SVP, News Barbara Maushard. "Local news teams are best positioned, as members of the communities they serve, to cover what matters to people within each and every community – and to get it right."

When it comes to trust, 73 percent of news consumers –69 percent of those 18 to 24 years of age and 74 percent of 25- to 49-year olds—trust at least one local TV news brand. Trust in local TV news also compares quite favorably to that in social media. While 74 percent of respondents use social media daily for news, social media sites are trusted by only 17 percent of consumers, the survey found.

The survey also asked respondents about how often they consume local TV news. A total of 81 percent of 18- to 49-year-old consumers view local TV news at least once a week on at least one platform. Sixty-three percent get their local TV news on a television at least once a week. Forty-nine percent watch TV news daily.

Even younger adults watch local TV news, with 51 percent of those 18 to 24 years old and 59 percent of 25- to 34-year olds saying they get local TV news on a television at least once a week.

For the survey, SmithGeiger conducted 2,069 online interviews with media consumers in eight Hearst television markets.