According to a recent study, cable does the best job of reaching voters on key issues.
The study of California voters by The Tarrance Group found that cable channels offered by cable and satellite service providers were “critical for reaching persuadable voting blocks.”
Statewide, voters in California watched twice as much cable content compared with broadcast content, according to the study. Cable and satellite reached nearly nine out of 10 potential California voters. In California, only 10 percent of all registered voters have antenna or rabbit ears as their primary television signal, meaning they receive broadcast stations only. The survey found that 59 percent of all potential voters were cable subscribers, while another 30 were satellite subscribers, for a combined 89 percent of voters with a paid television service in their household.
“Recognizing that a majority of political messages are motivational to increase turnout among the base or persuasive to draw in new supporters, this research confirms that advertisement placement must include a mix of both news and non-news programming to reach the widest pool of voters, and cable programming offers strong opportunity for targeting specific voter types,” said The Tarrance Group’s Katie Handel.
Most of the content viewed on the cable channels was non-news programming. When asked about their news consumption, almost half of the registered voters said they watched less than a half-hour of news in the previous 48 hours.
According to The Tarrance Group, the findings showed that news programming effectively targeted those who were already base voters and most likely to turn out. On the flip side, voters who were more likely to need persuading were less likely to consume high levels of news content and were more likely to consume non-news cable content.
Among a list of advertising options, cable operators can provide targeted political ad campaigns to viewers that may not be watching linear broadcast news shows.
“The Tarrance Group study demonstrates the ability of cable advertising to effectively reach broad and targeted audiences,” said Brian Davis, vice president of national sales for Cox Media. “Cox has a comprehensive portfolio of advertising products, including traditional spots, as well as long-form video-on-demand and other interactive formats that foster a deeper level of engagement with voters during this very competitive mid-term election season.”
Cox Communications has systems in San Diego and Orange County.
Regardless of the service available in their home, 62 percent of the survey respondents said they watched more cable content, while only 29 percent watch more broadcast content. Among other findings, 43 percent indicated they watched much more cable, while 16 percent of all voters indicated they watch much more broadcast content.
“This research shows there is a correlation between vote behavior and the amount and frequency of television consumed, in addition to consumption of news programming. Those who self identify as voting in every election consume the highest levels of television and news content,” said David Mermin of Lake Research Partners.