Study: Word of mouth most effective for politics
September 21, 2012
When it comes to elections the medium that gets the great bulk of dollars is TV, and that sort of makes sense, television reaching the vast audiences that it does.
But for all those dollars, TV is not the most effective medium when it comes to shaping opinion about the candidates.
Word of mouth—what people are saying about the candidate and the race—wins hands down.
Of course, these days word of mouth is a lot more than people talking over the back fence and in line at the supermarket. That's the old definition.
Word of mouth now includes all forms of media in which people exchange views, from blogs to message boards to Twitter, Facebook and the other social media sites.
Under that broader definition, word of mouth is nearly twice as effective as TV in swaying opinions about the candidates and the race.
That's according to a study by BIGinsights, the Ohio media research outfit, that compares media by share of influence.
The study found that WOM share of influence is 32.4 percent compared to 18.1 percent for TV. Direct marketing was next at 16.4 percent, while radio came in at 8.3 percent, ahead of newspapers at 8 percent and magazines at 7 percent.
The study also found that certain voters are more likely than others to use social media to give and seek advice about the elections.
Give Advice by Posting to Friends on Facebook
Young (18-29): 30.7%
Walmart Moms: 28.2%
Seek Advice by Asking Facebook Friends
Young (18-29): 34.5%
Walmart Moms: 28.6%
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency