New Media Offers Cost Effective Alternative to Political Media Budgets

New Media Offers Cost Effective Alternative to Political Media Budgets

A recent analysis of BIGresearch's Simultaneous Media Survey of 15,727 participants shows that members of all political parties are making new media a smart, cost-effective alternative to expensive television ads. According to the analysis, the top three used most among Democrats, Republicans and Independents include cell phones, video gaming and instant messaging. New media is a big part of Libertarians' lives as well with 37.6% regularly or occasionally blogging, while 26.9% of Democrats, 25.7% of Independents and 22.9% of Republicans are doing so.


Top 3 New Media Usage (Regularly/Occasionally)





Cell Phone 88.9%

Cell Phone 88.4%

Cell Phone 86.5%

Cell Phone 86.4%

Video Gaming 42.9%

IM  Online 52.3%

Video Gaming 57.1%

IM Online 48.2%

 IM Onlin 42.6%

Video Gaming 47.0%

IPOD/MP3 Player 56.6%   

Video Gaming 46.9%

Source: BIGresearch, March 2008

Survey analysis of traditional media shows that

  • 45.8% of Republicans, 45.6% of Democrats, 57.6% of Libertarians and 46% of Independents say they spend more time watching cable stations than traditional broadcast networks.
  • Conversely, 36.7% of Republicans, 34.2% of Democrats, 37.5% of Libertarians and 34% of Independents say they watch traditional broadcasts more.
  • The remaining watch equal amounts of cable and network broadcasts: Republicans (17.6%), Democrats (20.2%), Libertarians (4.9%) and Independents (20%).

The study also identified the cable networks and radio formats of choice by political party. Discovery Channel and The History Channel made their way into the top five for all groups. Fox News was #3 on the list for Republicans; however, no other cable news channel made the top five for any of the other parties.

Gary Drenik, President of BIGresearch, says "New media offers candidates with an alternative or complement to their traditional media spending... By... using all media, not just traditional, candidates... build an ad strategy that is more likely to influence votes."

For more information from BIGresearch, please go here.

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