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Campaign Trend Podcast
Polling Insights: Where Voters Are and How to Reach Them – David Kanevsky
Dec 18, 2024
David Kanevsky, from 3D Strategic Research, dives into crucial insights from the 2024 Post-Election Survey. He reveals a alarming decline in local TV news viewership, with only 35% of voters tuning in daily, while social media, especially TikTok, has surged as a primary news source. The rise of podcast listenership, now at 32%, showcases a shift in how voters consume news. Kanevsky emphasizes the importance of adapting campaign strategies to connect with diverse electorates and highlights the potency of personal recommendations in voter engagement.
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Quick takeaways
- The dramatic decline in local TV news viewership prompts campaigns to rethink their advertising strategies towards more effective platforms like social media.
- Relational organizing has gained traction, illustrating the importance of personal connections in securing voter support, especially in crowded primary races.
Deep dives
Decline of Local News and Rise of Social Media
Local TV news viewership has significantly declined, with only 35% of voters watching it daily, a drop of 21 points since 2020. This trend is largely attributed to the media fragmentation shift from broadcast to cable, and from cable to the internet. As the public increasingly relies on social media as their top daily news source, campaigns may need to rethink their advertising strategies, as fewer voters are engaging with local news. For example, campaigns like Dave McCormick's Senate run have started deprioritizing local news ads based on the observation that low-propensity voters do not watch local TV.
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