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Most TV Viewers Avoid Political Advertising
BALTIMORE -- Are you bothered by political advertisements on TV? If so, you're not alone; 32% of respondents to a recent survey say they change the channel as soon as an ad airs as well as during political news coverage.
And, 47% change or mute the channel if the political ad is negative, according to the survey commissioned by integrated marketing communications agency MGH. Not surprisingly, 88% of respondents said they are turned off by negative political advertising.
When looking at the age breakdown of younger millennials aged 18 to 24, the survey found slightly higher percentages:
- 45% change the channel during political news coverage.
- 39% change the channel as soon as they see a political advertisement.
- 20% are more likely to watch programs online, and 19% are more likely to record programs they want to watch to avoid commercials.
"This year's election is gearing up to be a tight race, and with tens of millions of advertising dollars being put toward mudslinging political television ads, marketers need to pay attention to some of these statistics to make sure that their consumers aren't changing the channel on their clients," said Andy Malis, MGH president. "During election years, television advertising space is limited and more expensive, so advertisers need to get creative and integrated with their media campaigns to ensure their message is getting through the clutter."
According to a recent New York Times article, at least $50 million worth of ads will appear in swing states in the next several weeks -- about five months out from the election.
Published by The Business Journal, Youngstown, Ohio.