Media Bigger Influence Than Family For Floating Voters

The media is perceived as more influential than family and friends when floating voters decide which party to go for. New research from Media@BMRB suggests that the amount of party money and effort spent on advertising and media-friendly events may pay off, as 90% of respondents who were floating voters thought that party political advertising would affect voting and 97% thought that media editorial content would influence people as to who they would vote for.

Recent headlines have been created with the launch of new posters, but outdoor was perceived as one of the least influential sources of election advertising, its effect being recognised by just 14% of floating voters surveyed.

Controversial posters still serve to create television coverage, however, and this medium was perceived by floating voters as the most influential, with 66% acknowledging TV election broadcasts’ influence on voting behaviour, while 79% believed that additional, non-party sponsored coverage would also have an effect. The survey’s floating voters tended to be younger voters, including 52% of 18-24 year olds.

Party leaflets were seen as an influential medium by 30% of floating voters, followed by newspapers (22%). Newspapers were also seen as a strong factor when it came to coverage, with the influence of tabloid newspapers acknowledged by 45% and broadsheets by 32%. Nineteen percent thought radio election broadcasts would have an effect, and 30% radio coverage.

Only around a third of respondents who had yet to decide on which party to support said that their family and friends would influence them and despite the fact that around 45% of this group were internet users, party websites were seen as an influence by just 9%, while opinions expressed on non-party websites were seen as effective by just 8%.

The good news for those who fear apathy among voters was that 73% of those surveyed after the first week of the election campaign intended to vote, although 26% of those intending to vote were not sure which party they would vote for. These floating voters were found to be more likely to be aged under 35 than all voters. BMRB collected its data by asking respondents what factors would be the largest influence on the way others voted, in order to avoid under-claim by people not wishing to reveal that they are influenced by advertising.

BMRB: 020 8566 5000 www.bmrb.co.uk

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