Winning The Undecided Voter: Media s Role in Influencing the Ballot Cast

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) 59% 60% 41% 40% National Election Undecided Decided Local Community Elections 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 23 21 30 13 14 NATIONAL ELECTION 15 17 26 20 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 Gather Intel & Generate Excitement Cast the Final Vote Television is relied on most to first learn about Political candidates/issues Television has the strongest influence on which Political candidates/issues are for consideration Television has the most media influence on final vote Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016

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? TV Internet Radio Newspaper Outdoor/Billboard Direct Mail Email Marketing 20 20 49 50 79 79 16 15 9 20 19 17 14 10 NATIONAL ELECTION LOCAL ELECTIONS Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters

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 TV Internet Word-of-Mouth Newspaper Radio Direct Mail Email Marketing Outdoor/Billboard 5 3 4 4 4 3 6 3 2 25 24 19 29 28 22 31 28 16 47 45 53 69 79 80 First Learn About Political Candidates/Issues Keeps you up to date About Political Candidates/Issues 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 TV Newspaper Word-of-Mouth Internet Radio Direct Mail Email Marketing Outdoor/Billboard 14 14 2 15 14 29 32 32 32 11 3 10 2 34 37 40 40 44 54 57 51 8 6 4 First Learn About Political Candidates/Issues Keeps you up to date About Political Candidates/Issues 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 Ads on social networks have prompted me to look for more information on a political candidate* 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% 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) National Election Local Election Printed Newspapers keep me up to date on latest political information 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 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% Local Election Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree

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