1. Voter Funnel 2016

2. Research Overview: Objectives
The overall goal of this research is to measure the impact of media on potential voters leading up to the recent 2016 elections in 10 competitive states

3. Research Overview: Methodology
WHO: About 10,000 interviews were collected via an opt-in survey among registered voters in 10 swing states (A goal of 1,000 in each state) Arizona, Colorado, Florida, Indiana, Iowa, Missouri, Nevada, North Carolina, Ohio, Pennsylvania WHEN: Right after Election Day, 11/9/ /11/16 WHAT: Via 15-minute online quantitative survey about respondents’ exposure to the advertising at each stage of the funnel, post-advertising actions, and some attitudinal questions

4. Research Overview: Media Measured Qualifications: Seeing/hearing a political advertisement in ANY of the following media:
(Newspaper and Magazine)
(Billboard and Movie Theater)
(Regular and On-Demand)
Radio
Print
Mail
OOH TV
Digital
Digital media include:
Display/banner ad
Local TV station site
Network TV station site ad
Newspaper/Magazine
Political blog/site
Social media site
TV streaming service
Search engine
Video ad
Smartphone
Tablet

5. Number of Media Source Exposures
Roughly six in ten respondents were exposed to political advertising through 3 or more media sources
One
Two
Three
Four
Five
Six or More
59% 3+ Sources (Net)

6. Respondents were asked to rate which media was the most important
Vote
Consider Voting
Get More Info
Interest
Awareness
Reaching
Voters
Early
Voting For A Candidate
Influencing
Voting
Decision

7. In General, Those that Voted Had Higher Media Exposure
In the past 2 months, did you see, hear, or read an ad for any candidate running for office in any of these media? Base = Adults 18+

8. What Influences Voters Most
Thinking about the ads you saw/heard for candidates, which advertising media MOST made you aware/interested/influenced you get more information/
influenced you to consider voting/influenced you to go out and vote for the candidate? Base = Adults 18+

9. Adults 18-34 - What Influences Voters Most
Thinking about the ads you saw/heard for candidates, which advertising media MOST made you aware/interested/influenced you get more information/
influenced you to consider voting/influenced you to go out and vote for the candidate? Base = Adults 18-34

10. Agree with the statement: I Trust the news I see/hear on this media source
Traditional Media
Digital Media
Agree with the statement: I Trust the news I see/hear on this media source / Top 2 boxes of agreement (Agree Strongly and Agree Somewhat): N=9951 Base = Adults 18+

11. Key Points
Six in ten respondents were exposed to advertising through 3 or more media sources
In general those who voted had higher media exposure
TV is the “most important” media influencer but the degree varies by segments such as age, ethnicity and party affiliation
Social media gains importance closer to voting especially for year olds, but it is the least trusted media platform