Voter Funnel 2016

Research Overview: Objectives The overall goal of this research is to measure the impact of media on potential voters leading up to the recent 2016 elections in 10 competitive states

Research Overview: Methodology WHO: About 10,000 interviews were collected via an opt-in survey among registered voters in 10 swing states (A goal of 1,000 in each state) Arizona, Colorado, Florida, Indiana, Iowa, Missouri, Nevada, North Carolina, Ohio, Pennsylvania WHEN: Right after Election Day, 11/9/16 - 11/11/16 WHAT: Via 15-minute online quantitative survey about respondents’ exposure to the advertising at each stage of the funnel, post-advertising actions, and some attitudinal questions

Research Overview: Media Measured Qualifications: Seeing/hearing a political advertisement in ANY of the following media: (Newspaper and Magazine) (Billboard and Movie Theater) (Regular and On-Demand) Radio Print Mail OOH TV Digital Digital media include: Display/banner ad Local TV station site Network TV station site Email ad Newspaper/Magazine Political blog/site Social media site TV streaming service Search engine Video ad Smartphone Tablet

Number of Media Source Exposures Roughly six in ten respondents were exposed to political advertising through 3 or more media sources One Two Three Four Five Six or More 59% 3+ Sources (Net)

Respondents were asked to rate which media was the most important Vote Consider Voting Get More Info Interest Awareness Reaching Voters Early Voting For A Candidate Influencing Voting Decision

In General, Those that Voted Had Higher Media Exposure In the past 2 months, did you see, hear, or read an ad for any candidate running for office in any of these media? Base = Adults 18+

What Influences Voters Most Thinking about the ads you saw/heard for candidates, which advertising media MOST made you aware/interested/influenced you get more information/ influenced you to consider voting/influenced you to go out and vote for the candidate? Base = Adults 18+

Adults 18-34 - What Influences Voters Most Thinking about the ads you saw/heard for candidates, which advertising media MOST made you aware/interested/influenced you get more information/ influenced you to consider voting/influenced you to go out and vote for the candidate? Base = Adults 18-34

Agree with the statement: I Trust the news I see/hear on this media source Traditional Media Digital Media Agree with the statement: I Trust the news I see/hear on this media source / Top 2 boxes of agreement (Agree Strongly and Agree Somewhat): N=9951 Base = Adults 18+

Key Points Six in ten respondents were exposed to advertising through 3 or more media sources In general those who voted had higher media exposure TV is the “most important” media influencer but the degree varies by segments such as age, ethnicity and party affiliation Social media gains importance closer to voting especially for 18-34 year olds, but it is the least trusted media platform