According to a new Samba TV-HarrisX survey, most registered voters no longer have traditional TV subscriptions, forcing campaigns to shift more and more from advertising to streaming.
The poll found that only 49% of registered voters nationwide have traditional television subscriptions, and that figure drops to 39% in 10 key battleground states.
But more than 80% of registered voters nationally and in key battleground states said they broadcast television.
Those 10 battleground states were Pennsylvania, Nevada, Wisconsin, Georgia, Arizona, New Hampshire, North Carolina, Ohio, Florida, and Colorado.
“The story of this election season is the same whether you watch nationally or in key battleground states. Voters have left traditional linear television in droves,” Ashwin Navin, co-founder and CEO of Samba TV, said in a statement.
“Only 39% of independent swing voters in battleground states have traditional TV,” Navin continued. “With so many elections now determined by the thinnest of margins, campaigns need to radically rethink how they reach voters in the final weeks to ensure they are not simply saturating the same dwindling number of households with advertisements while leaving the vast majority of the electorate. underachieved.
The poll also suggested that the gap between streaming and traditional TV plans will continue to grow after the mid-terms.
One in four respondents who said they still have a traditional subscription said they planned to cancel within the next six months.
The poll found that millennials and Gen Z voters were more than twice as likely to stream than to have a traditional linear TV subscription. The gap only widened when polling these young voters in battleground states.
“The data makes it very clear that the future king of political ad spend will be streaming. Voters’ eyeballs are more likely to be there by a factor of nearly two to one,” said Dritan Nesho, Founder and CEO. by Harris X.
Pollsters also looked at respondents’ use of social media, finding that Facebook remains the most widely used platform nationally by registered voters, though Gen Z voters stay away from it. the platform in greater proportions and are turning to TikTok and YouTube.
Thirty-seven percent of Democratic voters said they use TikTok weekly, compared to 27% of Republicans.
The poll was conducted from August 29 to September 1 among 2,300 registered voters across the country. The margin of error is plus or minus 2 percentage points.
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