America Tunes In 2026: Television vs. Social Media Advertising

Television Advertising Delivers in Ways that Social Media Cannot!

By Michael LaSardo | VP Director TV Insights & Analytics | Katz Television Group

Television or social media? For advertisers or politicians planning their next campaign, the answer may seem to begin with which medium reaches more people. But reach is only part of the equation. Time spent, trust, and the environment surrounding the message can be just as important.

Let’s start with the headline usually looked at first: REACH

According to Nielsen’s 1Q Audience Insights, television reaches 122 million Adults 25-54 in an average week, while social media reaches 165 million.

Our own Katz Media Group survey of more than 350 Adults 25-54 told a similar story at the daily level:

• 81% reported using television
• 85% reported using social media

Both mediums offer similar reach.

Once you look at TIME SPENT, television’s advantage becomes clearer.

Adults 25-54 spend…

• Almost 27 hours a week with television
• Almost 9 hours a week with social media

Roughly 3X more time spent with television than social media.

And finally, there’s TRUST. Television continues to deliver lean-back entertainment, live moments, local connection, and professionally curated content in an environment advertisers understand. Social media, by contrast, is unpredictable, and occasionally full of things no brand asked to stand next to.

That trust gap shows up clearly in the data. Our study of Adults 25-54 found that:

• 74% trust television
• 54% trust social media

A 20-point advantage for TV.

On the flip side,

• 3% found television to be very untrustworthy
• 12% found social media to be very untrustworthy

The trust issue becomes even more important when news is part of the conversation. YouGov’s 2026 Trust in Media survey of over 2,100 U.S. adults, found that Americans continue to rely on both social media and television for news, but trust remains uneven across sources. For advertisers, that matters. Context is not just where an ad appears; it is what surrounds the ad and how consumers feel about that environment.

Social media reaches a lot of people. It belongs in the conversation. But television brings something deeper to the table: greater time spent, stronger trust, and a more reliable environment for brands.

Before choosing the path for your next campaign, take a closer look at the foundation.

Television is the strongest medium that advertisers & campaigns can leverage to reach consumers and voters.

Download a PDF of our insight below.