Media Focus of Undecided Presidential Voters
Media Consumption Differs By Undecided Voter Candidate Preference The recently released Simultaneous Media Usage Survey from BIGresearch addresses the voter demographics necessary to understand as the presidential candidates gear up to spend record sums on advertising. Joe Pilotta, Ph.D., Vice President of Research for BIGresearch, says that "By understanding how the various constituencies consume media, the presidential candidates can develop more effective ad plans. Candidates run the risk of decreased effectiveness (if they neglect) the 23% who have yet to decide. The three voter groups (Bush, Kerry and Undecided) are as different as their favorite magazines or radio formats,"
Some of the undecided voter characteristics:
- 60% female, and primarily between 25-54 years old.
- 23.2% buy their women's and men's clothing at Wal-Mart
- 20.5% buy their shoes at Payless
- 16.7% drive a Ford
- 13.5% drive a Chevy
- spend more of their TV time watching cable stations than traditional broadcast networks.
- 61.1% of the undecideds regularly or occasionally watch TV when they are online
- 55.2% say they regularly or occasionally go online when they are listening to the radio
| Top 5 Magazines Read Most Often by Voter Groups | ||
| Bush | Kerry | Undecided |
| Readers Digest | People | Readers Digest |
| People | Readers Digest | People |
| Time | Time | Women's Day |
| Women's Day | Newsweek | Cosmopolitan |
| Sports Illustrated | Maxim | Sports Illustrated |
| Top 5 Radio Formats Listened to Most Often by Voter Groups | ||
| Bush | Kerry | Undecided |
| Oldies | Oldies | Rock |
| Country | Rock | Oldies |
| Rock | Country | Country |
| Talk | Top 40/Pop | R&B |
| Top 40/Pop | Alternative | Alternative |
| Top 5 Cable Channels Watched Most Often by Voter Groups | ||
| Bush | Kerry | Undecided |
| Discovery | Discovery | Discovery |
| History Channel | A&E | Lifetime |
| Fox News | History Channel | USA |
| USA | TNT | TNT |
| A&E | USA | A&E |
Source: BIGresearch
JACK LOECHNER
Center for Media Research
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