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Study: Politicians Should Use New Media To Reach Voters

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March 25th 2008
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british_small.jpgADOTAS — Politicians discovered the persuasive, viral power of new media eons ago, and now they’ve found that new media can also be a cost-effective, smart alternative to pricey TV spots, a recent analysis from BIGResearch found.

Politicians should focus on siphoning ad dollars away from traditional outlets toward online and in other forms of new media, the study’s findings suggest.

The top three mediums used by Democrats, Republicans and Independents were cell phones, video games and instant messaging. Libertarians are also active in new media; 37.6% say they blog, compared to 26.9% of Democrats, 25.7% of Independents and 22.9% of Republicans.

Regarding traditional media, the analysis of the survey shows that potential voters spend more time watching Cable than Broadcast TV, another significant finding that can be used in upcoming strategy sessions. 45.8% of Republicans, 45.6% of Democrats, 57.6% of Libertarians and 46% of Independents say they spend more time watching cable stations than traditional broadcast networks. Conversely, 36.7% of Republicans, 34.2% of Democrats, 37.5% of Libertarians and 34% of Independents say they watch traditional broadcasts more.

“New media offers candidates with an alternative or compliment to their traditional media spending,” said Gary Drenik, president of BIGresearch. “By actually listening to potential voters and using all media, not just traditional, candidates can build an ad strategy that is more likely to influence votes.”



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