Skip to main content

VAB Report: Undecided Voters Most Infuenced by TV

With Election Day drawing near (Nov. 1), the Video Advertising Bureau has released a report that shows undecided voters in the last days before going to the polls are influenced more by TV than by other media.

Televised debates and political TV shows were cited by 65% of respondents as their primary sources for political information about national races, according to a VAB survey of undecided voters.

More than 40% of undecided voters have gone online to research a candidate or issue after seeing a political ad on TV, the survey found. Only 21% said they had researched a candidate after viewing an ad on social media, and 17% said they had followed up after someone they knew “liked” a candidate on Facebook.

More than three quarters of respondents (79%) said TV was the medium where a political ad was most likely to get their attention, in both national and local races.