Political Outlook by Program Type

TV Basics: Political Outlook by Program Type
Local broadcast news is one of the strongest television vehicles for reaching potential voters; for this reason, local news is always a key component of political ad buys. In addition, there are other program genres that warrant consideration; the following table is based on national data and highlights the key program types that attract people of various political persuasions.

	Very Conservative	Somewhat Conservative	Middle of the Road	Somewhat Liberal	Very Liberal
Adventure/Westerns/ Sci Fi – Prime	115	108	101	83	87
Comedy/ Variety	114	106	118	87	67
Daytime Talk/ Variety	91	98	112	111	78
Documentary/ Information – Prime	95	113	115	115	93
Early Evening/ Network News – M-F	102	112	113	113	90
Early Morning Talk/News/ Information	102	111	109	115	81
Entertainment Specials	104	123	121	110	83
Feature Films – Prime	118	102	100	76	67
General Drama – Prime	83	109	117	120	99
Late Night Network News/ Info – M-F	116	107	97	89	114
Late Night Talk/ Variety	89	101	112	133	125
Priv. Det/Susp/Mystery/ Police – Prime	86	111	116	103	81
Reality-based	89	106	115	100	79
Situation Comedies – Prime	80	96	116	111	114
Sunday News/ Interview	126	118	100	115	105

Example: Viewers who consider themselves "Somewhat Conservative" are 20% more likely than all A18+ to view Entertainment Specials.

Political Outlook - Usually Think Of Yourself As:

Source: 2007 Doublebase Mediamark Research Inc.

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