Monday, October 27, 2008

Political Media

Where do viewers watch?

AC Nielsen and the Hollywood Reporter recently published some media consumption habits in the battle ground states by voter registration. Most of the commentary is about the media buying strategies of the campaigns. The last sentence is:
“Ads contribute to the overall narrative of the campaign and can
be used effectively as a tactical tool to shape press coverage,” he
said. “But overall, a lot of money is wasted.”

Given the nature of politics, it is unclear what 'wasted' might mean. Does an ad change a given vote (a direct response mind-set)? Probably not. Does a continuous presence affect tone and preference (a branding mind-set)? Possibly.

Are large TV buys the fastest way to spend money - yes.

Some tidbits: The networks that skewed one way or the other (index of viewership compared to average).
Republicans: Speed and Fox News
Democrats: BET and VH1
Independents: Speed and CNBC

And yes republicans lean toward Fox as a source of news (+48) while Democrats decidedly do not pay attention to same stories (-28).

Note: registration may be required to see the THR article.

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