Why TV Remains the Heartbeat of Local Connection
In today’s increasingly digital world, fostering a sense of community can be challenging. Yet it’s not impossible. New research from Tenetic and CivicScience reveals that TV is the best medium at making people feel connected to their local communities–twice as effective as streaming content, twice as effective as digital video, and nearly three times better than other types of video content.
This finding makes sense as the television has long been the central place of the home. For decades, family and friends have gathered around the it to watch milestone moments– from the moon landing, to presidential debates, or breaking news events.
Beyond major milestones, TV fosters daily traditions: tuning in for the evening news, catching your favorite sports team, or watching a trending show. These moments create rituals and shared experiences that bring people together. And connection is not merely a “feel-good” metric, it drives tangible benefits for both viewers and the brands seeking to engage them.
As media consumption habits continue to evolve, ignoring it’s powerful dynamic would be a missed opportunity for brands and audiences alike. Here’s why:
Personalized Feeds vs. Shared Experiences
Where we all once gathered together to watch the latest episode of I Love Lucy, the rapid growth of streaming and digital platforms has fractured the media landscape. Audiences are dispersed across platforms, each offering their own unique content and subscription models. As a result, it’s difficult for any one piece of content to achieve the broad cultural impact that TV once delivered.
This fracturing is very evident with social media. Have you ever noticed you don’t see the same stories on your social media feed as your coworkers? Algorithm-driven feeds further isolate audiences, creating personalized recommendations to individual viewers–ensuring no two consumers feed looks the same. While this can be highly relevant and effective, it also creates a rift in the collective experience traditional TV once offered. This personalized content can create siloed audiences, reducing the chances of spontaneous cultural touchpoints that bring communities together.
It’s not just a social media problem. In addition to the siloed audiences, streaming platforms prioritize global content over real-time, locally relevant coverage, creating a gap in immediacy and connection. Without this real-time relevance, these platforms struggle to replicate TV’s sense of connection.
The Local Advantage
In contrast, local TV has a particularly unique opportunity to strengthen community connection. For viewers, local TV serves as a trusted source of information and a shared cultural touchpoint, keeping people informed about the events shaping their daily lives. For example, coverage of severe weather or breaking news brings entire towns together in shared concern. Coverage of local businesses or sporting events spotlights stories that matter the most to the people around them. When neighbors watch the same local newscast, they are sharing more than just information, but a collective experience.
The Implications for Marketers
For advertisers seeking meaningful engagement, local TV isn’t just a safe bet—it’s a strategic advantage. We found that more than half of U.S. adults (52%) say they watch broadcast or cable TV daily, and 43% believe TV is the most acceptable place for ads. This trust gives marketers a powerful platform to connect with audiences in ways other channels can’t easily match.
For brands, the power of TV translates to more than just reach. Advertising within trusted local programming allows marketers to align their content with audiences they already consider relevant, strengthening credibility and trust even further.
There are clear opportunities to integrate campaigns into local TV content in ways that feel authentic and community-focused. Sponsorships of local news segments, weather updates, or high school sports broadcasts allow brands to be part of moments that truly matter to audiences. By appearing alongside the stories and events shaping viewers’ daily lives, brands signal that they are invested in the same community as their consumers.
As the media landscape continues to fragment, the emotional power of TV is a powerful advantage for marketers. By anchoring campaigns on TV–especially local programming–brands can tap into trust, authenticity, and shared experiences. While complementary digital strategies can extend reach, TV remains the foundation for campaigns that truly resonate.
To learn more about streaming video register now and hear from Dan Page, TikTok’s Global Head of Partnerships, New Screens at Street Fight LIVE 2025 in Los Angeles. We hope to see you there!
