"How Voters Decide" Media Poll Shows TV Dominance

  • Voters Rank TV, Internet, Radio, Newspaper, Social Media, Direct Mail & Word-of-Mouth
  • Three Phases Detailed: Learning about Candidate; Candidate Platform & Voter’s Final Decision
  • Within TV: Cable Twice as Influential as Broadcast - Both Nationally and Locally

New York, NY – February 2, 2012 – The Cabletelevision Advertising Bureau (CAB) today issued results from a voter poll that was conducted by well know political pollsters Peter D. Hart Research. The study that polled voters about the relative influence of seven media/information sources reveals Television to be the clear leading way voters form opinions about elections and make final candidate choices.

Overall poll results were issued in a report entitled “Election Media - How Voters Decide” which charts and details the Hart-created “2012 Political Pulse” findings highlights voter opinions by media along the parameters of:

  • How name recognition of candidates is built
  • How candidate platforms get established
  • How the voter’s final decision is influenced
  • Voter's preferences for getting candidate information during a National election
  • Voter's preferences for getting candidate information during Local elections.

(Attached please find summary results in 10 page/15 chart document)

"Every election cycle arguably brings more coverage, more voices and more ad dollars into being; also escalating is the desire to understand the roles of the various media in shaping voter choices, this study ranked seven media and found TV to be the most influential to voters" said CAB President and CEO Sean Cunningham.

Founded in 1980, the Cabletelevision Advertising Bureau is a television advertising advocacy group dedicated to providing advertisers and their agencies with the most current, complete and actionable media insights at the national, DMA and local levels.

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Media Contact

Sean Cunningham

212-508-1223 office


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