It’s A Matter Of Trust:

Media’s Influence On Voters

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One of the biggest cultural catchphrases to emerge during the last election cycle was “Fake News.”

This oft-used phrase has continued to permeate every corner of American society over the last two years. The concept has been further amplified by recent data-sharing and advertising scandals on some media platforms.

While politics has the ability to divide the country,
the desire for trustworthy and accurate news sources
is what unites voters.

The VAB recently conducted a custom survey to better understand the effect of “fake news” and trust among voters as well as the power that media and advertising have on voters during the election cycle.

As some platforms unintentionally allow the dissemination of unverified news stories and political ads, Television is trusted because it provides an environment that features 100% professionally produced news.

According to our survey, this trust is also why Television is the most influential media throughout a voter’s decision-making process:

  • Discover Candidates / Issues: TV is most likely where voters first learn about candidates & issues
  • Information Gathering: TV is most likely to have prompted a voter to take an action (seek additional info, discuss with others, etc)
  • Generating Interest: TV is relied on most to keep voters informed through the election cycle
  • Casting the Final Vote: TV is the media that most influences a person’s final vote

The combined power of multi-screen TV further
strengthens the influence that TV brands have
among voters of all ages, genders, demographics,
occupations and political party affiliations
.

To learn more about multi-screen TV’s trusted role within a voter’s decision-making process, click here to download the report.

Voters Of All Affiliations Agree That TV Provides The Most Accurate Political Information

Which Source Do You Trust For The Most
Accurate Political Information?

As a Trusted Media Platform, Multiscreen TV Influences Voters’ Final Decisions

Which Of The Following Influences Your Final Decision
When Voting For Political Candidates and Issues?

Please also visit our Political page for more stats and facts on Political advertising.

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