Study: Word of mouth most effective for politics
September 21, 2012
When it comes to elections the medium that gets the great bulk of dollars is TV, and that sort of makes sense, television reaching the vast audiences that it does.
But for all those dollars, TV is not the most effective medium when it comes to shaping opinion about the candidates.
Word of mouth—what people are saying about the candidate and the race—wins hands down.
Of course, these days word of mouth is a lot more than people talking over the back fence and in line at the supermarket. That's the old definition.
Word of mouth now includes all forms of media in which people exchange views, from blogs to message boards to Twitter, Facebook and the other social media sites.
Under that broader definition, word of mouth is nearly twice as effective as TV in swaying opinions about the candidates and the race.
That's according to a study by BIGinsights, the Ohio media research outfit, that compares media by share of influence.
The study found that WOM share of influence is 32.4 percent compared to 18.1 percent for TV. Direct marketing was next at 16.4 percent, while radio came in at 8.3 percent, ahead of newspapers at 8 percent and magazines at 7 percent.
The study also found that certain voters are more likely than others to use social media to give and seek advice about the elections.
Give Advice by Posting to Friends on Facebook
Young (18-29): 30.7%
Walmart Moms: 28.2%
Seek Advice by Asking Facebook Friends
Young (18-29): 34.5%
Walmart Moms: 28.6%
NBC’s ‘Today’ builds news demo mojo
Small bump for Thursday ‘Big Brother’
Programming blog: Latest pickups and cancellations
Real loser in digital ads surge: TV
Millennials barely watch regular TV
‘Wet Hot American Summer,’ better
Rachel, I just got a counter offer. Advice?
Tell us your thoughts on radio
Weekend TV: Degrassi kids graduate
Cable overnights: ‘Dance’ improves slot
Coverup: Cosmo going under wraps
Nielsen examines Jen and Ben and Jen
Study: Tube time really adds up over the years
- Yoni Schwartz becomes SVP of client growth at Target Media
- Monica Hennessey and Brittany Lantry join Rhea + Kaiser
- Judd S. Mohel rises to national accounts manager at EYE Corp Media
- Daniel Jasper and Brian Carney join New York Media
- Courtney Kenefick and Nate Storey becomes associate editors at Surface
- Nathaniel Wilson becomes EVP of sales and marketing at Adventr
- Archie Panjabi guesting on Fox's 'Brooklyn Nine-Nine'
- Rhys Ifans joins the cast of Epix's 'Berlin Station'
- British TV host Cilla Black dies at age 72
This week’s broadcast ratings
This week’s cable ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media planner job in Atlanta
Local marketing specialist wanted in Greensboro
Part-time media buyer job in Lake Bluff, Illinois
Media buyer/planner wanted in Louisville
Assistant media planner opening in Atlanta