Study: Television, Radio Tops When It Comes To Reaching Registered Voters.



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.

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