New Morning Consult Battleground State Research: TV Remains the Largest Influencer of Voter Behavior

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’

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 and in the coming weeks.


For immediate information about the study:
Sundstrom, 212-891-2274
Herald group
Kasia Mulligan, 202-617-3079