Outdoor/Billboard. Direct Mail. Email Marketing. Among Undecided Voters which of the following types of political advert
Winning The Undecided Voter: Media’s Role in Influencing the Ballot Cast
VAB commissioned Research Now to conduct the Political Vote 2016 survey to better understand the power media has in a voters’ decision making process in both national and local community elections. This poll of registered or likely voters A18+ takes an in-depth look at how different media influences a key voting constituent – the undecided voter.
In the 2016 National Election, 4 Out of 10 Voters Are Undecided; 6 Out of 10 In Local
What is Your Current Status on Choosing a Candidate for the Upcoming Election? (% Comp)
60%
59% 41%
40%
National Election
Local Community Elections Undecided
Decided
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016
3 Out of 4 Voters Can Be Swayed Up To A Week Before a Local Election; Over Half of Voters In a National Election When do you typically make your final decision regarding who you are going to vote for? (among undecided voters) On Election Day
3 or less days before
One week before
Month before
More than a month before
74% Decide One Week or Less Before a Local Election
LOCAL ELECTION
NATIONAL ELECTION
23
15
21
17
30
26
13
20
14
22
58% Decide One Week or Less Before a National Election
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters
Throughout Each Step of The Voter’s Decision Making Process, Television Has The Greatest Influence
Undecided Voter’s Decision Making Process
Discover Candidates / Issues
Television is relied on most to “first learn” about Political candidates/issues
Gather Intel & Generate Excitement
Television has the strongest influence on which Political candidates/issues are for consideration
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016
Cast the Final Vote
Television has the most media influence on final vote
Among These Undecided Voters, TV Dwarfs Other Media In Getting Voters Attention in Both National and Local Elections Among Undecided Voters which of the following types of political advertising is most likely to get your attention?
Radio
Newspaper
Outdoor/Billboard
Direct Mail
Email Marketing
14
17
19
20 15
16
20
20
49
50
79
Internet
79
TV
9
NATIONAL ELECTION
LOCAL ELECTIONS
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters
10
In National Elections, 7 Out of 8 Undecided Voters Rank TV Top For Awareness, Consideration and Influencing Their Final Vote Among Undecided Voters for National Election…
Internet
Word-of-Mouth
Newspaper
Radio
Direct Mail
Email Marketing
Outdoor/Billboard
First Learn About Political Candidates/Issues
28
31
Keeps you up to date About Political Candidates/Issues
2
3
6 3
4
4
4
3
5
16
19
22
28
29 24
25
45
47
53
69
79
80
TV
Influences your final decision when voting
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters;; National election
In Local Elections, TV Has the Strongest Influence On Undecided Voters Throughout Their Decision Making Process Among Undecided Voters for Local Elections… Newspaper
Word-of-Mouth
Internet
Radio
Direct Mail
Email Marketing
Outdoor/Billboard
First Learn About Political Candidates/Issues
34 14 10
11 Keeps you up to date About Political Candidates/Issues
2
6 3
2
8
37
40 15
32
32 14
14
29
32
40
44
51
54
57
TV
4
Influences your final decision when voting
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters;; Local election
During The Voting Process, Cable is Influential In Reaching The Undecided Voter With Candidates Message
National Election (Undecided Voters)
Where I prefer to first learn about candidate/issues
50%
50%
Where I keep up to date about candidate/issues
48%
52%
What influences my final voting decisions
49%
51%
Broadcast
Cable
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters
Cable TV Is Engaging & Informative; Local Broadcast TV Is Considered Cluttered % Agree or Strongly Agree Among Undecided Voters National Election
Local Election
Information I’ve heard during a televised debate or political news show has influenced my decision on who to vote for
65%
66%
TV is my primary source for political Information
52%
55%
Cable TV news networks keep me up to date with political information
53%
56%
Political ads on Local Broadcast TV news all seem the same to me
45%
49%
Local Broadcast TV news has too many political TV ads
46%
46%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you
Social Media Lacks Influence & Call To Action
% Agree or Strongly Agree (among Undecided Voters) National Election
Local Election
21%
21%
I’m influenced by friends/family “liking” a political candidate’s page on Facebook
17%
17%
I follow candidates on social media channel on YouTube*
11%
16%I
I subscribe to a political candidate’s channel on Youtube*
3%
3%
Political videos shared on YouTube influence my voting decision
15%
17%
Ads on social networks have prompted me to look for more information on a political candidate*
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you
Traditional Media Such As Newspapers and Radio Lack True “Breakthrough” Power for Political Advertising
% Agree or Strongly Agree (among Undecided Voters)
Printed Newspapers keep me up to date on latest political information
National Election
Local Election
46%
43%
Political ads on the radio all seem the same to me
43%
46%
I typically learn more from radio ads than TV ads
16%
15%
I usually throw away direct mail about political candidates and/or issues without reading it
49%
48%
Outdoor billboards don’t give me enough information About a political candidate
60%
64%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree
Political TV Ads Drive Undecided Voters To Seek Out More Information
% Agree or Strongly Agree (among Undecided Voters) National Election
Local Election
I have seen a political ad on TV in the last month
79%
80%
TV is my primary source for political Information
52%
55%
I have searched online for more information about a candidate/issue after seeing a political ad on TV
40%
41%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree
CONTACT US
For More Information Visit Us Online TheVAB.com Follow us: @VideoAdBureau Like us: facebook.com/VideoAdvertisingBureau Sean Cunningham
Danielle DeLauro
President & CEO
SVP Strategic Sales Insights
212-508-1223
212-508-1239
Jason Wiese
Evelyn Skurkovich
[email protected]
VP Strategic Insights
212-508-1219
[email protected]
[email protected]
VP Strategic Research & Insights
212-508-1220
[email protected] 