TV best for influencing voters
The study found that 70% of respondents rated TV as the most important medium for issue awareness, and 51% said it was the most important medium in terms of influencing them to vote.
This is especially true for millennials, who are more influenced by political advertising on TV than other platform. This includes social media (which TV outperformed 6 to 1 ).
The study was conducted by GfK on behalf of the Television Bureau of Advertising (TVB).
“As the presidential contests move into the critical March primaries, the campaigns should remember that TV advertising remains the top influencer of voter behaviour, impacting not only awareness of the candidates but voters’ final decisions as well," said TVB president Steve Lanzano.
"This research reinforces the fact that local broadcast TV is a vital component in winning elections.”
We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments