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TV remains the most important influencer, as seen in the 2024 General Elections
Which media platforms are most important when you want to win elections? The Voter Funnel Study set out to find the answer through a survey of registered voters.
The goal of the 2024 Voter Funnel Study was to determine the influence of media platforms on voters’ decision-making processes. 9,000 interviews total, 1,000 for each state, were collected via an opt-in survey in each of these nine competitive states, Arizona, Georgia, Michigan, Nevada, North Carolina, Ohio, Pennsylvania, Texas and Wisconsin. Administered by Dynata, respondents needed to be a registered voter in that state and have seen/heard and/or read a political advertisement for any candidate and/or ballot issue in ANY of over 20 media platforms, both traditional and digital, in the last two months. Respondents did NOT have to see a TV ad to be included in this study.
The ten-minute survey was fielded right after the polls closed in each state on November 5 and ran through November 16, 2024.
Among the results:
- TV was the most important influence throughout the voter decision process. This was true of all political parties and all age groups, as well as Hispanic and AA-Black voters.
- Of those that cited TV as most important in the awareness stage, seven out of ten picked broadcast TV over cable, eight out of ten for Democrats and AA-Black voters.
- 80% of respondents took some action after seeing/hearing a TV ad, including word of mouth, online use and even voting!
- Local broadcast TV had the highest level of trust of all media at 72% and going as high as 82% for Democrats and 81% for AA-Black voters.
- Voters find fake news to be most prevalent on social media (51%) and cable TV (29%).
- For local news and information, the websites of choice were local TV stations’ sites.
- 39% of voters selected broadcast TV as motivating them to get out to vote- the highest of any platform; three times that of radio and four times streaming video
- 59% of voters cast their votes prior to 11/5/24 (Election Day), and of those, 63% voted two or more weeks out, including Democrats (66%), Republicans (61%), Adults 35-54 (57%), Adults 55+ (68%), Hispanic voters (56%) and AA-Black voters (60%).
QA9: “Which of the following did you do after seeing/hearing the ads for candidates running for office on television?” 10% and higher shown
Q8 & Q9a: “Did you vote?” and “How early did you vote, mail in or drop off your ballot?” (Among those who voted & those who voted early)
Q9: “Sometimes we need a push to actually go out and vote or mail in our ballots. Please pick up to 5 media/methods that you feel most motivated you to get out and vote or mail in your ballot.” 8% and higher shown.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.