TV Advertising: Lessons for the public relations professional

Public Relations Journal Vol. 6, No. 3
ISSN 1942-4604
© 2012 Public Relations Society of America
Media Preference
No significant differences in the importance of TV, radio, and print for local news
were found between the groups or within the groups. On a scale of 1 to 10, and
combining the figures from both groups, television was rated highest in importance for
local news (M = 6.42, SD = 2.2), followed by print (M = 5.16, SD = 2.37), with radio last
in importance (M = 5.16, SD = 2.36). The reason for radio's last place showing may
have been due to the lack of extensive news coverage on radio stations in general.
Again no significant differences were found in the importance of TV, radio, print and
recording/playback devices for entertainment between groups. Using the same 1 to 10
scale and combining the figures from both groups, television was again rated highest in
importance for entertainment (M = 7.61, SD = 2.10), followed by radio (M = 7.53, SD =
2.01), with recording/play back devices third in importance (M = 7.01, SD = 2.38), and
print as the last in importance (M = 4.76, SD = 2.15). Furthermore, little difference was
indicated between groups on how they ranked TV, radio, and print in terms of the
amount of time they spent with them in learning about local news. Using a ranking
scale from 1 to 3, television was rated highest in time spent learning about local news
(M = 1.644, SD = .787) followed by print as second (M = 2.12, SD = .855), then by radio
(M = 2.17, SD = .769). Again, radio's last place showing may be due to the lack of
significant news coverage on that medium. No significant differences between groups
were found in the same ranking scale for television, radio, print, and recording/playback
devices in terms of the amount of time spent using them for entertainment. Generally,
TV was rated highest in time spent for entertainment between the two groups (M = 1.68,
SD = .873), followed by radio (M = 2.22, SD = .924), then recording/playback devices
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