JC Lupis | Marketing Charts | Fri, 31 Oct 2014 13:30:06 +0000

80% of registered voters have seen or heard campaign commercials from candidates or political groups, finds the Pew Research Center in a recent report, with 53% of these generally not paying attention to the commercials. Meanwhile, while 65% have received printed mail and 47% a phone call, those figures are down from October 2010. Indeed the only voter contact method to have increased its reach its email (30%, up from 26%).Pew-Political-Campaign-Outreach-Methods-Oct2014

Here are some other pieces of research data to get you through the weekend:

  • Sticking with politics, a ShareThis study finds that social media users shared more content about issues (3.4 million shares) surrounding the midterm elections than they did content about the candidates (1.4 million shares). Midterm-related sharing was more likely than average to be shared on Facebook, Twitter and Reddit. Millennials were 2.4 times more likely than the general population to share general politics content (47% vs. 20%) and about twice as likely to share about the midterms (33% vs. 16%) during the study period, which ran from July to October.
  • The Washington Post has a handy breakdown of who’s talking about the midterms on Facebook, noting that more than 1 in 10 US Facebook users have engaged with the upcoming elections.
  • A survey conducted on the CallFire platform of almost 500 adults finds that the biggest influence on candidates’ approval rating is their campaign platform/beliefs (81%), with far fewer (21%) ascribing influence to their marketing strategies. Of note, a feeling of civic duty (59%) rivals strong feelings about the candidates (60%) as the top motivator for voting.
  • Mobile media users are more likely than non-users to find mainstream media outlets credible, notes the Donald W. Reynolds Journalism Institute (RJI) in a recent survey. A recent Harris survey has more on consumers’ trust in news media.
  • Switching gears, a UK study conducted by Research Now for Inskin Media and RAPP Media finds that context counts! Specifically, consumers are more likely to respond positively to ads if they’re served on a website related to the ad (the example given is a hotel ad appearing on a holiday website). Separately, the survey results indicate that the more times consumers see online ads, the more irritated they become by them. For example, while only a fraction (~6%) of respondents reported being angry in reaction to seeing retargeted ads 3 times or less, that figure spiked to more than 30% when seeing the ads 10 or more times.
  • Keeping with the UK, AdGooroo has released a study detailing the top spenders and keywords in paid search (excluding mobile and PLA), noting that advertisers from the online gambling and financial services sectors account for 10 of the top 20 spenders.

Have a great weekend.

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