The purpose of the 2022 political media usage studies was to gain an understanding of media usage across traditional and digital platforms within states expected to be politically competitive in 2022.
- At 76%, TV has the highest reach and broadcast TV, at 74%, leads the way. This was true for all breakouts, including by individual state, party affiliation and demographics (A18-34, A35+, men, women, African Americans and Hispanics).
- The primary source of news is broadcast television, but the #2 and #3 choice varied by demographic.
- Social media and cable news were the top picks for “fake news,” across all breakouts, including by individual state, party affiliation and demographics (A18-34, A35+, A50+, men, women, African Americans and Hispanics).
- Local TV news (79%) is the most trusted among media platforms. Local TV news websites/apps (67%) are the most trusted among digital platforms. Social media, at 42%, is the least trusted.
- At 74%, television is key for motivating viewers to get out and vote. The remaining top choices varied among states, ethnicities and age groups.
TVB commissioned Dynata to conduct the study. The base sample included over 13,000 registered voters ages 18+ in eight states: Arizona (1,000), Florida (2,000), Georgia (2,000), Michigan (2,000), Nevada (1,000), North Carolina (2,000), Pennsylvania (2,000) and Wisconsin (1,000). To qualify, each respondent had to be a registered voter and been exposed to any of over 20 media platforms (traditional or digital) in the prior 24-hour period. An equal number of respondents reported each day to ensure equal weighting, and demographic profiles were captured each day (age, sex, ethnicity and political identification).
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.