Survey: Cable Is a Political Dynamo2/06/2012 12:01 AM Eastern
Want to sway voters? Buy an
ad on cable TV.
That’s the takeaway from a survey —
sponsored by the Cabletelevision Advertising
Bureau — that found about two-thirds
of voters prefer cable to broadcast for news
and information on local candidates and
issues, and seven out of 10 opt for cable on
In local elections, 68% of those polled
said they prefer to find out about candidates
and issues from cable versus 32%
who cited broadcast. In national races, 70%
said cable was their preferred source of information
over broadcast TV.
More broadly, TV as a category beat
other forms media. Overall, 85% of survey
respondents said they first learn
about national political candidates and
issues from TV, followed by Internet
sources (54%) and newspapers (49%).
Nearly two-thirds of voters (64%) said
TV has some influence on their final vote
in national elections, compared with 40%
for Internet media, 37% for newspapers,
27% for word-of-mouth, 19% for radio, 14%
for social media and 8% for direct mail.
On the local front, TV also came out
ahead of other media, although by a
smaller margin. About 46% of those
polled said TV influences their final
vote in local races followed by newspapers
(43%), Internet (34%) and word-ofmouth
The Internet-based survey of 500 registered
voters age 18 and older was conducted
by political polling firm Peter D.
Hart Research Associates.