The ABA released a detailed research study of Arizona media consumption habits in May — and we want to share a few of the highlights with you.

This is a first-of-its-kind look at how consumers are using media across Arizona in 2021, and it’s been tailor-built with media research firm Smith Geiger. While the full data has already been shared with member station GMs, here are some key takeaways.

Reach is king, and that’s where local media continues to shine. Local TV stations across Arizona have a higher daily/weekly reach than on-demand programs. Local radio stations in Arizona also have a higher daily/weekly reach than online audio subscription services:

Digital growth is an absolute ADVANTAGE to Arizona TV and radio stations. When you look at media consumption of Arizona TV and radio, it’s growing thanks to audiences who are now watching and listening via their digital devices:

Reliance on local news and information in Arizona spiked during COVID-19 and still remains higher today than pre-pandemic levels. When asked about its importance in the future, Arizona consumers said it will continue to be more important over the next year:

Community connection is one of the most important touchpoints to help ensure any advertising partner gets success, and when compared to streaming media of all types, Arizona’s local TV and radio wins by a long shot:

For anyone who doubts the impact of advertising on local TV and radio, just dig into the below two slides. We asked Arizona consumers to tell us if advertisements on TV and radio impacted their buying decisions. The results speak volumes: