Do You Change the Channel When You See a Political Ad?
According to most estimates, the 2012 presidential election will be the most expensive ever held. Much of that money goes to TV ads, which will air increasingly as we get closer to November.
Do they really make a difference?
According to a new survey of 1,000 adults from the marketing communications agency MGH, much of this money will be wasted. That’s because 32 percent of the poll’s respondents say they immediately change the channel when a political ad airs. If you also consider the folks who hit the clicker when they realize the ad is a negative one, that number climbs to 47 percent.
The survey also found that younger voters were more likely to change the channel or hit mute when a political ad plays than older voters are.