The Race for The White House 2016: Registered Voters and Media and Information During the Primaries

The Race for The White House 2016: Registered Voters and Media and Information During the Primaries

According to “The Race for the White House 2016: Registered Voters and Media and Information During the Primaries,” a research study from the Interactive Advertising Bureau (IAB), digital media has reached parity with TV as a primary information source about presidential candidates (61% for both digital and TV) and political issues (67% for digital vs. 69% for TV) among registered U.S. voters.

This research seeks to go beyond basic understanding of where best to run advertising by candidates and advocacy groups, and to flesh out the relationship of potential voters to a broad range of sources of information. Moreover, as digital media continue to grow in importance, it is vital that we understand how all media are used to access information about candidates and issues, which issues are most important and how the potential voters influence each other.

Read “The Race for the White House 2016” Study

Read the Press Release