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?
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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