The 'Persuadable' Voter Rights Media Mix Favors TV Streaming Services

by Joe Mandese , January 13, 2022

As Congress, the White House and the media debate the merits of new federal voting rights legislation, data-driven audience targeting platform Tunnl has provided an analysis of where U.S. voters stand, and specifically, what kind of media could be used to reach the 20% of the U.S. deemed "persuadables," meaning they could go either way in terms of support for such legislation.

The analysis shows that overall, voting rights legislation persudables index 6% above the averages U.S. consumer in terms of total media consumption, but skew even higher in terms of their use of TV streaming services and social media (see data below).

In terms of social media, Facebook (118 index) and Twitter (114) appear to be best platforms for reaching them. Not so much on Twitter, which indexes 14% below the social media average.

In terms of the the perusadables sweet spot -- streaming TV/video services -- Roku performs the best, followed by Disney+, free streaming services and YouTube TV (see data at bottom).

2 comments about "The 'Persuadable' Voter Rights Media Mix Favors TV Streaming Services".

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Ed Papazian from Media Dynamics Inc, January 14, 2022 at 8:52 a.m.
Joe, is "media consumption", as defined in this study, a time spent metrix or is it simply based on the number of platforms that the respondent claims to use---as I suspect? In the latter case, the "persuadables" penchant for certain media may be mainly a function of their demos---younger, better educated?, etc. but this does not necessarily mean that they devote more time to the platforms than other segments.
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Joe Mandese from MediaPost Inc., January 14, 2022 at 9 a.m.

@Ed Papazian: Tunnl gathers audience data using a quarterly survey of 5,000 consumers, and national consumer and voter files.