The 2023 Voter Funnel Study

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Television remains the most important influencer, as seen in the 2023 Kentucky gubernatorial election

When you want to win elections, which media platforms are most important? The Voter Funnel Study set out to find the answer through a survey of registered Kentucky voters.

The goal of the 2023 Voter Funnel Study was to determine the influence of media platforms on voters’ decision-making processes. An online survey administered by Dynata to 1,000 registered Kentucky voters asked about their exposure to advertising seen/heard/read on ANY of 20+ media platforms, and what impact it had on them. Respondents didn’t have to see a TV ad to be included in this study.

The 10-minute survey was fielded right after the polls closed in Kentucky on November 7 and ran through November 20, 2023.

Among the results:
  • Television was the most important influence throughout the voter decision process. This was true for both Republicans and Democrats, adults 18-34, 35-54, and 55+.
  • Of those who cited TV as the most important in the awareness stage, 74% picked broadcast TV.
  • 81% of Kentucky respondents took some action after seeing/hearing a TV ad, including word of mouth, online use and even voting!
  • With 77%, local broadcast TV had the highest level of trust for all media. Local broadcast TV website/apps, with 70%, had the highest level of trust among digital platforms. Social media (42%) and mail (38%) were the lowest.
  • Voters find fake news to be most prevalent on social media (55%) and cable (32%).
  • For local news and information, the websites of choice were local TV stations’ sites, more than three times that of the next rated local website, social media.
  • 60% of voters selected broadcast TV as motivating them to get out to vote, twice as much as social media which had 30%. Only 22% cited cable TV.
  • 89% plan to vote in the 2024 primaries, and 93% in the 2024 general election. 80% plan to take advantage of early voting in some way.
Source: Dynata / TVB 2023 Voter Funnel; Adults 18+ / N = 1,037 (Media with at least 1 funnel stage at 2%+ shown, 2%, 1% & 0% shown but not labelled) QA4/QA5/QA6/QA7/QA8: Thinking about the ads you saw/heard for candidates, which advertising media was most important in making you aware of/interested in/influenced you to get more information on/consider voting for/vote for the candidate(s)”
Source: Dynata / TVB 2023 Voter Funnel; Adults 18+ / N = 1,037 QA4: Thinking about the ads you saw/heard for candidates, which advertising media was most important in making you aware of the candidate or ballot issue?
Source: Dynata / TVB 2023 Voter Funnel; Adults 18+ / N = 996 (Agree Strongly + Agree Somewhat) Q6: “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 / TVB 2023 Voter Funnel; Adults 18+ / N = 1,037 (Broadcast Television = National Broadcast + Local Broadcast) Q9: “Sometimes we need a push to actually go out and vote or mail in our ballots. Please pick up to 5 media/methods that you feel most motivated you to get out and vote or mail in your ballot.”
Source: Dynata / TVB 2023 Voter Funnel; Adults 18+ N = 1,037, 1,037, 963 Q13: “Do you plan to vote in the 2024 Presidential primaries?”; Q14: “Do you plan to vote in the 2024 Presidential election?”; Q14A: “If the opportunity is available, do you plan to vote early, via mail or in-person?”

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