The 2025 Voter Funnel Study

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The 2025 Voter Funnel Study takes a deep dive into identifying the importance of media platforms in influencing voters during the 2025 Election Cycle. The study looks at three competitive races, including the two gubernatorial races in New Jersey and Virginia, and the mayoral race in New York City.

Key findings from this study of 3,000 registered voters reinforce the importance, influence and strength of television and particularly broadcast assets, in driving voters to the polls.

Some key findings:

Television was the most important influence throughout the voter decision process. This was also true of all political parties and all age groups, as well as Hispanic and African American-Black voters.
Of those that cited television as the most important in the awareness stage, seven out of ten picked broadcast television over cable.
For local news and information, the websites of choice were Local TV stations’ sites.
41% of voters selected broadcast TV as motivating them to get out to vote.

For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.