Download 2023 Voter Funnel/American Conversation Political Outlook
TVB combined two of its most recent politically focused studies into one comprehensive analysis. The Voter Funnel study examines the competitive political landscape in one state (Kentucky) and the American Conversation study explores what is impacting America’s political conversations and what will motivate Americans to vote in 2024.
Key Voter Funnel findings:
- In the 2023 Kentucky election, television (broadcast & cable) was the most important influence throughout the entire voting funnel.
- At 50%, television was the most important for awareness, more than all the other media combined (47% ).
- Of those voters who chose television as the most important for awareness, 7 of 10 chose broadcast TV.
- Of those who conduct political online searches in Kentucky, 87% agreed that television ads influenced their searches.
- That number climbed to 92% for Kentucky adults 18-34, and to 88% for Kentucky adults 35-54.
- At 55%, social media was the top choice for “fake news” with Kentucky voters.
- What website does Kentucky turn to for information about local news or events? 56% chose local TV station websites, more than all the other options combined.
- At 60%, broadcast TV was the key motivator for getting Kentucky voters out to vote. Social media was second with 30%, only 22% cited cable TV, and 17% cited mail.
- 26% of Kentucky voters voted prior to 11/7/23, including 32% of adults 55+
- Looking ahead to 2024 in Kentucky:
- 89% plan to vote in the Presidential primaries.
- 93% plan to vote in the Presidential election.
- If available, 80% plan to vote early, either in-person or by mail.
2023 Voter Funnel methodology: 1,000 interviews via opt-in survey. To qualify, respondents needed to be registered voters in Kentucky. Respondents needed to have seen/heard/read an ad for any candidate running for office, via any of over 20 media platforms, both traditional and digital, in the past two months. Survey started when polls closed in Kentucky on 11/7/23, ending on 11/20/23.
Key American Conversation findings:
- American Conversations about politics have increased 50% over the last nine years.
- Political conversations are primarily affected by TV, more than online content, social media, print, radio, podcasts, and mail.
- Local broadcast TV is the primary source of news for Americans.
- Americans feel that local broadcast TV is the most believable and the most trustworthy of all measured media. They also perceive that ‘fake news’ to be most prevalent on social media.
- Democrats, Republicans, and Independents perceive ‘fake news’ to be most prevalent on social media.
- 78% of Americans say they are very likely to vote in the upcoming November 2024 presidential election.
- In 2024:
- Democrats & Republicans are more likely to vote than Independents.
- Adults 35+ are more likely to vote than Adults 18-34.
- Non-Hispanic/Non-Black/African Americans are more likely to vote than Hispanic and Black/African Americans.
- Over half of registered voters cast their votes early in the last presidential election cycle. 70% of registered voters say that they will very likely vote early in the upcoming 2024 presidential election.
American Conversation methodology: Survey conducted online among a sample of 2,000 Americans aged 18+. Data was weighted to demographically reflect the U.S. census. Respondents were asked to recall the topics of their conversations from the past 24 hours, and then were asked a series of questions describing up to 5 category conversations. Each of these conversations were the person’s most significant or meaningful conversation in the category. Categories followed up upon were selected randomly. Respondents were also asked attitudinal questions. Questions were asked about politics and the 2024 presidential election. The survey was fielded online from October 2, 2023, to October 22, 2023.