Nearly 8 billion dollars will be spent on political advertising this year, by far a record. Yet all that loot may be misplaced. When I asked 1,001 Americans how they decide what and whom to vote for, advertising was the 7th most impactful source of information. That’s right, 8 billion spent on the 7th most influential driver of voter behavior.
What has a bigger impact on voter behavior? It depends on how old the voter is. Among Baby Boomers, news coverage and personal experience with the candidate are most critical, for examples.
But where it really gets interesting is with Millennial voters. This group is influenced 115% more by word of mouth (candidate recommendations by friends and family) then they are by advertising.
New research from @Convince finds that millennial voters are influenced 115% more by word of mouth then they are by advertising #chattermatters #election2018
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It’s not a huge stretch to say that my new research suggests that political advertising is largely wasted on Americans under the age of 40.
These are just a few of the dozens of statistics and findings in Chatter Matters: the 2018 Word of Mouth Report, based on extensive, proprietary survey data.
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