1. % Agree or Strongly Agree
Newspapers, Outdoor and Radio are Lacking True “Breakthrough” Power for Political Advertising
% Agree or Strongly Agree
A18+ A A25-54 A55+ Republican Democrat Independent
Outdoor billboards don’t give me enough
information about a political candidate 64% 61% 62% 71% 67% 63% 61%
Outdoor billboards help keep political candidates
on the top of my mind % 33% 29% 15% 22% 32% 21%
Printed Newspapers keep me up to date on latest
political information % 42% 46% 56% 43% 51% 48%
Political ads on the radio all seem the same to me 46% 51% 49% 43% 51% 43% 48%
I typically learn more from radio ads than TV ads 19% 26% 21% % 20% 20% 18%
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree

2. A Substantial Amount Of Political Direct Mail Literally Goes To Waste
% Agree or Strongly Agree
A18+ A A25-54 A55+ Republican Democrat Independent
I usually throw away direct mail about
political candidates and/or issues without reading it 48% 48% 49% 52% 50% 46% 54%
I delete s from political candidates without
opening them* % 36% 38% % 40% 36% 46%
I regularly receive s from political
Candidates % % % % % % %
Direct mail provides me valuable information
about political candidates % 30% % 29% 31% 32% 25%
I typically learn more from political mailers
than from TV ads % 25% % 18% 24% 22% 18%
Marketing: 4 in 10 delete political s without even opening them
Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree; *True for you