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Survey: Cable Is a Political Dynamo

2/06/2012 12:01 AM Eastern

Want to sway voters? Buy an
ad on cable TV.

That’s the takeaway from a survey —
sponsored by the Cabletelevision Advertising
Bureau — that found about two-thirds
of voters prefer cable to broadcast for news
and information on local candidates and
issues, and seven out of 10 opt for cable on
national elections.

In local elections, 68% of those polled
said they prefer to find out about candidates
and issues from cable versus 32%
who cited broadcast. In national races, 70%
said cable was their preferred source of information
over broadcast TV.

More broadly, TV as a category beat
other forms media. Overall, 85% of survey
respondents said they first learn
about national political candidates and
issues from TV, followed by Internet
sources (54%) and newspapers (49%).

Nearly two-thirds of voters (64%) said
TV has some influence on their final vote
in national elections, compared with 40%
for Internet media, 37% for newspapers,
27% for word-of-mouth, 19% for radio, 14%
for social media and 8% for direct mail.

On the local front, TV also came out
ahead of other media, although by a
smaller margin. About 46% of those
polled said TV influences their final
vote in local races followed by newspapers
(43%), Internet (34%) and word-ofmouth
(34%).

The Internet-based survey of 500 registered
voters age 18 and older was conducted
by political polling firm Peter D.
Hart Research Associates.

September