Are Voters Watching Political Ads?
As Fewer People Tune Into Live TV, Fewer are Being Exposed to Political Ads
Fewer and fewer voters are watching live television and the political ads that run there, according to a new study conducted by a bipartisan group of pollsters and new media strategists.
In a white paper set for release Thursday, a team of political strategists argue that voters are effectively “going off the grid” as they head into the 2012 election cycle. And as Americans turn away from live television, it will become increasingly difficult for campaigns to reach them through traditional advertising.
The study hinges on a national survey conducted last spring by Republican pollster Neil Newhouse and Democratic pollster Thomas Eldon, asking voters about their TV consumption habits.
Those two pollsters partnered with the firm SAY Media, the Democratic digital strategists at Chong & Koster and the Republican digital strategists at Targeted Victory to plan the study.
The poll asked 800 likely voters nationwide whether they had watched live television in the last week and found that 31 percent said they did not.
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