Which Ad Formats Do Consumers Feel Are Most Effective For Influencing Voter Behavior?

February 15, 2016

KSM-Most-Effective-Political-Advertising-Channels-Feb2016Source: Kelly Scott Madison (KSM) [pdf]

    Notes: Only a minority (42%) of US adults report being at least somewhat interested in political ads, according to results from a Kelly Scott Madison survey conducted by ORC International. Interestingly, though, Millennials (18-34) are more likely than Gen Xers (35-50) and Baby Boomers (51-69) to report an interest in political ads (48%, 40%, and 38%, respectively). TV ads lead in perceived effectiveness across generations, with social ads a close second for Millennials and print ads right behind TV for Baby Boomers.

    Those results bring to mind MarketingCharts’ primary research into ad effectiveness, in which TV ads were the leading purchase influencer for Millennials, followed by social media ads.

    As regards online ads, respondents to the KSM survey cited social media ads (34%) as the most likely to draw their attention, ahead of online video ads (29%), email marketing (19%) and banner ads (18%). Those results were consistent across Democrats and Independents, though Republicans view online video ads as the most attention-grabbing.

    Finally, the results show that when it comes to the most influential sources of information, the largest share (73%) of respondents placed televised debates within their top 3, followed by news reports (71%) and friends and family (62%).

      Related: Which Social Platforms Do Users Feel Are Best for Keeping Up With the News?

        About the Data: The results are based on a survey of 1.017 US adults (18+), conducted January 4-6, 2016.

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