2020 Voters Media Usage Study: Colorado


In February 2020, TVB commissioned Dynata to conduct a study of registered voters in Colorado to gain an understanding of media usage, and attitudes toward traditional and digital platforms. Over 700 respondents were surveyed and to qualify, each respondent had to be a registered voter and had to have been exposed to any of over 20 media (traditional or digital) in the prior 24-hour period.


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Key findings:

  • Television has the highest reach of all media platforms among Colorado adults 18+ (88%).
  • The primary source for news in Colorado is broadcast TV, while cable TV news and social media were a distant second and third.
  • There is strong concern among Colorado voters about fake news on social media. When asked about trust in the news seen/heard on a multitude of media platforms, only 33% of voters in Colorado trusted news reported on social media while local broadcast TV captured 81% of trust.
  • 71% of Colorado voters find fake news to be most prevalent on social media.


Source: Dynata 2020 Colorado Registered Voter media survey Persons 18+. N = 721


Source: Dynata 2020 Colorado Registered Voter media survey Persons 18+. N = 721
Q5 - Which one of the following sources, if any, would you say is your primary source for news?


Source: Dynata 2020 Colorado Registered Voter media survey Persons 18+. N = 721
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.


Source: Dynata 2020 Colorado Registered Voter media survey Persons 18+. N = 721
Q7 I find the problem with “fake news” to be most prevalent on...


Source: Dynata 2020 Colorado Registered Voter media survey Democrats, N = 585; Independents, N = 117


Source: Dynata 2020 Colorado Registered Voter media survey Democrats, N = 585; Independents, N = 117
Q5 - Which one of the following sources, if any, would you say is your primary source for news


Source: Dynata 2020 Colorado Registered Voter media survey Democrats, N = 585; Independents, N = 117
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.


Source: Dynata 2020 Colorado Registered Voter media survey Democrats, N = 585; Independents, N = 117
Q7 I find the problem with “fake news” to be most prevalent on...


Source: Dynata 2020 Colorado Registered Voter media survey W18+ Suburban, N = 187; Rural, N = 50
Q6 Agree Strongly or Agree Somewhat. For each source, please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/hear on this media source.

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