AAPC’s recent webinar focused on findings from recent studies on viewership and media usage during COVID-19. Our expert speakers discussed how traditional and digital media viewership have been impacted in the new COVID-19 media ecosystem, and what media platforms are reaching and informing the 35+ voting demo. Takeaways were also presented from general market advertisers’ case studies on effective marketing in this new media environment. The panelists provided insights on how political campaigns can optimize their ad campaigns with local broadcast TV, both on-air and digital, and target voters with their messaging.
Check out the key lessons from the webinar below, and listen to the recording for even more expert insights.
This webinar has been archived for playback. AAPC members can click here to view all webinar archives.
Key Lessons from the Webinar
- Broadcast TV reaches the broadest audiences: Across all age groups and geographic locations, Broadcast TV is the most highly used and trusted medium for updates on coronavirus. Additionally, voters spend more time on both broadcast and cable TV than any other media platform per day. Interestingly, viewership of evening news has almost doubled in the past four weeks (roughly the time that quarantine has been put in place across much of the United States).
- Social Media and Fake News: While almost all other media received trust ratings of over 60% for providing accurate information on Coronavirus, social media received a trust rating of only 45%. This is likely due to many misinformation campaigns and perceived “fake news,” and shows that while constituents are heavy social media users, they do not trust it as a source of reliable information. Trust ratings for social media and broadcast TV did not change when viewers were broken down by political party ties.
Access the full recording to hear additional tips from our panelists.