Winning The Undecided Voter - Video Advertising Bureau
Outdoor/Billboard. Direct Mail. Email Marketing. Among Undecided Voters which of the following types of political advertising is most likely to get your attention?
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
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