NEW YORK--(BUSINESS WIRE)--The TVB (www.tvb.org), the not-for-profit trade association of America’s local broadcast television industry, today issued the following statement from TVB President and CEO, Steve Lanzano, on new research from Morning Consult confirming TV’s critical role in influencing voter behavior this election cycle:
Morning Consult’s new poll results of 10,000 registered voters in ten swing states confirms why winning campaigns spend the lion share of their ad dollars on local broadcast TV. From increasing awareness to pulling the lever on November 8th, data shows that television was instrumental—across the board—as the most important medium in shaping the results of this election. A new survey shows that almost six in ten (58 percent) registered voters in battleground states looked to television as the top influencer of how they voted—over all online platforms (including social media), radio, mail, newspapers, and billboards. In addition, 57 percent considered voting because of what they saw on television and more than seven in ten voters (71 percent) became more aware of the candidate or issue because of television.
Morning Consult’s new research was commissioned by TVB in ten battleground states immediately after the election and revealed significant insights into the influence of every type of advertising medium (TV, digital, print, billboards, direct mail, and radio) as voters went through the decision-making process (awareness, interest, get more info, consider voting, vote). With reportedly more than $6.8 billion spent on this election cycle’s advertising for all races (including nearly half on TV), Americans have seen advertisements everywhere from television and online to lawn signs and mailers. Study after study consistently shows that television remains the top platform that voters trust and the platform with the biggest influence on voters’ decisions.
In addition, 68 percent of voters across all ages, genders and political affiliations consider local broadcast TV to be the most trusted news source—well above social media, with only 33 percent of voters considering that medium trustworthy. Users of social platforms grow increasingly concerned about the lack of third party measurement and misinformation that can be spread on those mediums, as recent articles show.
With so many undecided voters in this election, it’s no wonder campaigns build their strategies with local broadcast TV throughout the campaign and especially in the final weeks, when nearly 30 percent of undecideds make their decision. With television’s extensive reach and influence, it is the only platform that ensures campaigns’ messages are seen and heard during every step of a voter’s decision-making process.
Additional study results will be posted on TVB.org and WeGetVoters.com in the coming weeks.