A new analysis finds that radio and television are the two best options when it comes to reaching registered voters.
TVB, a non-profit that advocates for the local broadcast television industry, says TV reaches 86% of registered voters, with radio (60%) coming in second and social media (55%) third.
The findings are drawn from the September 2020 Coronavirus Media Usage Study Update, a national study conducted by Dynata, a global online market research firm.
Radio also fared well on the issue of trust. According to the TVB/Dynata research, news from radio is trusted by 73% of registered voters, trailing only local broadcast TV news (80%), national broadcast TV news (76%) and local newspapers (75%).
Radio’s trust levels notably exceeded most digital options. Social media (39%) was the least trusted.
Among the study’s other findings:
In the November general election, 41% of registered voters intend to vote in person, with 34% planning to vote by mail, 16% planning to vote in person and early (before Election Day), and 8% planning to drop off a ballot at a box or location.
More registered Democrats (41%) plan to vote by mail compared to Republicans (24%) and Independents (36%). Meanwhile, more registered Republicans (54%) plan to vote in person on Election Day vs. 34% of Democrats and 38% of Independents.
More rural registered voters (47%) plan to cast their ballots in person on Election Day vs. those living in urban (42%) and suburban areas (39%). Just over a third of adults in urban and suburban areas plan to vote by mail.
Just as many Hispanic registered voters (38%) plan to vote in person on Election Day as plan to vote by mail.
40% of Black registered voters plan to vote in person on Nov. 3, with 33% planning to vote by mail.