BIGresearch:
Clinton & Obama Should Listen Up
Before Making Any More Pricey Advertising Purchases
New Analysis Shows New
Media Offers Alternative to High Cost Media Budgets
COLUMBUS,
OH – (MARKET WIRE) – 3/18/08 – As the Democratic candidates for President
continue to battle it out while heading towards the Pennsylvania Primary with
waning arsenals of mud and funds, both campaigns could probably use some advice
on how to best spend what’s left of their advertising budgets. A recent analysis
of BIGresearch’s (http://www.bigresearch.com)
Simultaneous Media Survey (SIMM 11) of 15,727 participants shows that members of
all political parties are using new media, making it a smart, cost-effective
alternative to expensive television ads.
When building out their upcoming advertising plans, campaigns should also
consider which new media potential voters are using most often. According to the
analysis, the top three used most among Democrats, Republicans and Independents
include cell phones, video gaming and instant messaging. New media is a big part
of Libertarians’ lives as well with 37.6% regularly or occasionally blogging,
while 26.9% of Democrats, 25.7% of Independents and 22.9% of Republicans are
doing so.
New Media Usage
(Regularly/Occasionally) Top 3
---------------------------------------------------
Republicans Democrats
Libertarians Independents
------------- -------------
----------------- ---------------
Cell
Cell
Cell
Cell
Phone 88.9% Phone 88.4%
Phone 86.5% Phone
86.4%
Video IM
Video
IM
Gaming 42.9% Online 52.3%
Gaming 57.1% Online 48.2%
IM
Video IPOD/
Video
Online 42.6% Gaming 47.0%
MP3 Player 56.6% Gaming 46.9%
Source: BIGresearch, SIMM 11, Dec 07
Regarding traditional media, the analysis of the survey shows that potential
voters spend more time watching Cable than Broadcast TV, another significant
finding that can be used in upcoming strategy sessions. 45.8% of Republicans,
45.6% of Democrats, 57.6% of Libertarians and 46% of Independents say they spend
more time watching cable stations than traditional broadcast networks.
Conversely, 36.7% of Republicans, 34.2% of Democrats, 37.5% of Libertarians and
34% of Independents say they watch traditional broadcasts more. The remaining
says they watch equal amounts of cable and network broadcasts: Republicans
(17.6%), Democrats (20.2%), Libertarians (4.9%) and Independents (20%).
The study also identified the cable networks and radio formats of choice by
political party. Discovery Channel and The History Channel made their way into
the top five for all groups. Fox News was #3 on the list for Republicans;
however, no other cable news channel made the top five for any of the other
parties.
“New media offers candidates with an alternative or compliment to their
traditional media spending,” said Gary Drenik, President of BIGresearch. “By
actually listening to potential voters and using all media, not just
traditional, candidates can build an ad strategy that is more likely to
influence votes.”
For expanded lists, please click here:
http://info.bigresearch.com/
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis of behavior in
areas of products and services, retail, financial services, automotive, and
media. BIGresearch’s syndicated Simultaneous Media Survey (SIMM) is focused on
consumers to gauge their consumption across media, products and services.
Marketers can use SIMM to develop the types of consumer-centric marketing plans
required to increase advertisers’ ROI. The SIMM monitors more than 15,000
consumers twice each year. BIGresearch also conducts the Consumer Intentions and
Actions Survey (CIA) of more than 7,000 consumers monthly.
BIGresearch's methodology provides the most accurate consumer information in the
industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com
Contact:
Chrissy Wissinger
BIGresearch
450 West Wilson Bridge Road
Suite 370
Worthington, Ohio 43085
(614) 846-0146
chrissy@bigresearch.com