Political Ad 'Attention' Tops For Republicans Overall, Gains For Indie Female Voters
- by Wayne Friedman , November 5, 2024
Although TV messaging is making some impact with key independent voters -- who, according to political analysts, are key in this presidential election season -- Republican-aligned viewers are posting the highest "attention" results, according to TVision, using its "eyes on the screen" technology.
The highest attention score goes to male viewers ages 45-54 who identify as aligning with the Republican party, at 66% -- a score 18% higher than when those viewers watch non-political advertising. Republican-aligned female viewers who are watching political advertising are at a 59% attention level.
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Overall, TVision says: “In nearly all cases, Republicans paid more attention to political ads than Democrats in the time period. They also paid more attention, in general, to all TV ads.”
Republican male viewers' attention is also much higher than similar 45-54 Democratic-aligned viewers who are at a 52% attention score (a bit higher than attention for non-political advertising, 50%).
Independent females paid attention to political ads 58% of the time -- 7% higher versus non-political advertising over the same time period. Independent male voters are at a 59% attention score -- nearly the same as non-political advertising.
Looking at all Democrat-aligned viewers, younger TV watchers 18-34 witnessed the biggest jump versus non political -- up 17% to a 55% attention level (from 47% for other ads).
TVision results came from a panel of 5,000 comprising 14,000 people, over a two-month period, from September 2 to October 29, 2024. A viewer is counted when they pay attention for two or more seconds to the ad.
