EARLY POLLING SHOWS TV WINS ALL. TV Is Top For Awareness, Consideration and Influencing the Vote

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1 EARLY POLLING SHOWS TV WINS ALL TV Is Top For Awareness, Consideration and Influencing the Vote

2 VAB commissioned Research Now to conduct the Political Vote 2016 survey to better understand the power media has in a voters decision making process in both national and local community elections. This poll of registered or likely voters A18+ takes an in-depth look at how eight different media influence key voting constituents such as age, party affiliation, gender and ethnicity. EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 2

3 CONTENTS Media & the Voter s Decision Making Process 4 National Election 7 Local Community Elections 14 Spotlight on Undecided Voters 22 Influence of Digital & Social 28 Media In-Depth 31 Methodology 37 Contact Us 38 EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 3

4 Media & the Voter s Decision Making Process: National & Local Elections EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 4

5 MEDIA & THE VOTER S DECISION MAKING PROCESS What Role Does Media Play in a Voter s Decision Making Process in National & Local Community Elections? Voter s Decision Making Process Discover Candidates / Issues Where are you most likely to first learn about Political candidates/issues? Gather Intel & Generate Excitement Which of the following keeps you to date about Political candidates/issues? Cast the Final Vote Which of the following influences your final decision when voting? OTE EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 5

6 MEDIA & THE VOTER S DECISION MAKING PROCESS Regardless of Age, Gender, Party Affiliation and Ethnicity, Television Has The Greatest Influence in Both National & Local Community Elections Voter s Decision Making Process Discover Candidates / Issues Television is relied on most to first learn about Political candidates/issues Gather Intel & Generate Excitement Television has the strongest influence on which Political candidates/issues are for consideration Cast the Final Vote Television has the most media influence on final vote OTE Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016 EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 6

7 Media & the Voter s Decision Making Process: National Election EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 7

8 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Generates Instant Name Recognition and Platform Awareness in a National Election Where are you most likely to first learn about Political candidates and issues in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL A18+ A18-34 A25-54 A55+ AGE out of 4 Millennials first learn about a candidate / issue from TV MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY There is no gender gap when it comes to media influence Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 8

9 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Generates Instant Name Recognition and Platform Awareness in a National Election Where are you most likely to first learn about Political candidates and issues in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Although ideologically polar opposites, Democrats and Republicans rely on TV equally to first learn about candidates Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 9

10 MEDIA & THE VOTER S DECISION MAKING PROCESS In a National Election, Television Establishes and Builds Political Momentum For Candidates and Issues Which of following keeps you up to date about Political candidates and issues in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL A18+ A18-34 A25-54 A55+ AGE Although TV is their top Political source, Millennials rely on the Internet for information more than any other group Nearly 8 out of 10 Hispanic voters rely on TV for their Political information MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 10

11 MEDIA & THE VOTER S DECISION MAKING PROCESS In a National Election, Television Establishes and Builds Political Momentum For Candidates and Issues Which of following keeps you up to date about Political candidates and issues in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Fueled by Cable News, 8 out of 10 Democrats and Republicans credit TV with keeping them up to date on political candidates/issues Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 11

12 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Has The Greatest Influence On the Ballot Cast In a National Election Which of the following influences your final decision when voting in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL Adults 55+ are the most influenced by TV when casting their final ballot A18+ A18-34 A25-54 AGE A MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY out of 10 Black voters cite TV as having greatest influence on their voting almost 2X as many as the Internet 7 out of 10 Hispanics turn to TV first for info Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 12

13 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Has The Greatest Influence On the Ballot Cast In a National Election Which of the following influences your final decision when voting in a National election? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Regardless of party, TV has more than double the influence compared to Word of Mouth first for info Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 13

14 Media & the Voter s Decision Making Process: Local Community Elections EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 14

15 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Is Superior at Introducing Candidates & Issues To The Local Community Where are you most likely to first learn about Political candidates and issues in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL A18+ A18-34 A25-54 A55+ AGE All age groups cite TV as their top source to first learn about Political candidates /issues, except Adults 55+ who select newspapers MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY Direct Mail has negligible influence on voters less than 16% of women and 11% of men cite any influence Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 15

16 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Is Superior at Introducing Candidates & Issues To The Local Community Where are you most likely to first learn about Political candidates and issues in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Across all party affiliations, TV exceeds Newspapers especially among Democrats & Republicans Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 16

17 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Keeps Voters Informed about Community Political Candidates & Issues Which of following keeps you up to date about Political candidates and issues in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT DIRECT MAIL MAIL A18+ A18-34 A25-54 A55+ AGE TV is top local source for informing voters - outperforming newspapers, radio and Internet among A18-54 MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY TV outperforms Newspapers for local Political information among men and women Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 17

18 MEDIA & THE VOTER S DECISION MAKING PROCESS Television Keeps Voters Informed about Community Political Candidates & Issues Which of following keeps you up to date about Political candidates and issues in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Less than 5% of Independents, Democrats and Republicans rely on marketing for Political information Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 18

19 MEDIA & THE VOTER S DECISION MAKING PROCESS In Local Community Elections, Television Is The Key Influence In A Voter s Final Decision Which of the following influences your final decision when voting in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT DIRECT MAIL MAIL A18+ A18-34 A25-54 A55+ AGE More than half of respondents cite TV as having the strongest influence on their voting decision MALE FEMALE BLACK HISPANIC GENDER / ETHNICITY Among Blacks, almost 2X as many voters cite TV for influencing their voting vs. the Internet 6 out of 10 Hispanics cite TV as key influencer in casting final vote Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 19

20 MEDIA & THE VOTER S DECISION MAKING PROCESS In Local Community Elections, Television Is The Key Influence In A Voter s Final Decision Which of the following influences your final decision when voting in Local Community elections? TV INTERNET WORD OF MOUTH NEWSPAPER RADIO OUTDOOR/BILLBOARD MARKETING DIRECT MAIL INDEPENDENT DEMOCRAT REPUBLICAN PARTY AFFILIATION Along party lines, TV beats Word-of-Mouth in influencing a voters final decision Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Numbers do not equal 100% as multiple selections were allowed; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 20

21 MEDIA & THE VOTER S DECISION MAKING PROCESS Voters Pay the Most Attention to Political Ads on Television Which of the following types of political advertising is most likely to get your attention? TV Internet Radio Newspaper Outdoor/ Billboard Direct Mail Marketing Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition; Note: Internet represents social media, online search, online video, banner ads, mobile apps / browser on smartphone / tablet & online radio; Television represents the device only website / app viewing would be included in Internet EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 21

22 Spotlight on Undecided Voters EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 22

23 SPOLIGHT ON UNDECIDED VOTERS 4 Out of 10 Voters Are Undecided In The National Election; 6 Out of 10 For Local What is Your Current Status on Choosing a Candidate for the Upcoming Election? (% Comp) 59% 60% 41% 40% UNDECIDED DECIDED UNDECIDED DECIDED National Election Local Community Elections Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016 EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 23

24 SPOLIGHT ON UNDECIDED VOTERS 3 Out of 4 Voters Can Be Swayed Up To A Week Before a Local Election; Over Half of Voters In a National Election When do you typically make your final decision regarding who you are going to vote for? (among undecided voters) 74% Decide One Week or Less Before a Local Election Local Election ON ELECTION DAY 3 OR LESS DAYS BEFORE 1 WEEK BEFORE MONTH BEFORE MORE THAN A MONTH BEFORE National Election % Decide One Week or Less Before a National Election Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 24

25 SPOLIGHT ON UNDECIDED VOTERS Among Undecided Voters, TV Has The Greatest Impact On Getting Voters Attention in Both National and Local Elections Among Undecided Voters which of the following types of political advertising is most likely to get your attention? NATIONAL ELECTION 50 LOCAL ELECTIONS TV Internet Radio Newspaper Outdoor/ Billboard Direct Mail Marketing TV Internet Radio Newspaper Outdoor/ Billboard Direct Mail Marketing Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 25

26 SPOLIGHT ON UNDECIDED VOTERS In National Election, Undecided Voters Rank TV Top for Awareness, Consideration and Influencing the Final Vote Among Undecided Voters for National Election TV Internet Word-of-Mouth Newspaper Radio Direct Mail Marketing Outdoor/Billboard First Learn About Political Candidates Issues Keeps You Up-to-Date About Political Candidates Issues Influences Your Final Decision When Voting Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters;; National election EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 26

27 SPOLIGHT ON UNDECIDED VOTERS In Local Elections, TV Has the Strongest Influence On Undecided Voters Throughout Their Decision Making Process Among Undecided Voters for Local Elections TV Internet Word-of-Mouth Newspaper Radio Direct Mail Marketing Outdoor/Billboard First Learn About Political Candidates Issues Keeps You Up-to-Date About Political Candidates Issues Influences Your Final Decision When Voting Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; % Composition among undecided voters;; Local election EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 27

28 Influence of Digital & Social Media EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 28

29 INFLUENCE OF DIGITAL & SOCIAL MEDIA Political TV Ads Drive Viewers To Further Discover A Candidate Online; Cable TV Websites Prove To Be A Key Source For Information Regardless Of Age % Agree or Strongly Agree Half of millennials have researched a candidate online because of a TV ad A18+ A18-34 A25-54 A55+ Republican Democrat Independent I have searched online for more info about a candidate/issue after seeing a political ad on TV 44% 51% 44% 37% 45% 47% 38% I ve looked up information about a candidate online while watching TV* 40% 48% 42% 30% 35% 43% 37%... Cable TV News websites are a good source for political information 55% 55% 56% 51% 56% 60% 42% Cable TV News websites/apps keep me informed on candidates/issues 51% 54% 53% 42% 53% 55% 43% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 29

30 INFLUENCE OF DIGITAL & SOCIAL MEDIA In Contrast, Social Media Lacks Influence & Call To Action - Even Among Millennials % Agree or Strongly Agree 2 out of 3 Millennials Did Not Take Any Action As a Result of Seeing an Ad On a Social Network A18+ A18-34 A25-54 A55+ Republican Democrat Independent Ads on social networks have prompted me to look for more information on a political candidate* I m influenced by friends/family liking a political candidate s page on Facebook 23% 34% 23% 12% 22% 26% 18% 20% 28% 21% 11% 21% 21% 19% I follow candidates on social media* 19% 25% 19% 12% 21% 21% 14% I subscribe to a political candidate s channel on YouTube* 5% 10% 5% 1% 6% 5% 4% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 30

31 Media In-Depth EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 31

32 MEDIA IN-DEPTH TV In-Depth: Cable is Preferred Over Broadcast In Each Stage Of The Decision Process Of those who specified TV, which medium has the most influence?... Discover Candidates / Issues Gather Intel & Generate Excitement Cast the Final Vote Where are you most likely to first learn about Political candidates/issues? Which of the following keeps you to date about Political candidates/issues? Which of the following influences your final decision when voting? Cable Broadcast Cable Broadcast Cable Broadcast A18+ 55% 45% A % 38% A % 44% A55+ 50% 50% Republican 60% 40% Democrat 52% 48% Independent 55% 45% A18+ 58% 42% A % 39% A % 42% A55+ 54% 46% Republican 64% 36% Democrat 53% 47% Independent 58% 42% A18+ 56% 44% A % 41% A % 45% A55+ 55% 45% Republican 64% 36% Democrat 51% 49% Independent 56% 44% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Base: Respondents who selected TV; Q: In the previous question you selected Television, please specify which ONE has the most influence on your decision? EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 32

33 MEDIA IN-DEPTH Cable TV Is Engaging & Informative; Local Broadcast TV Is Considered Cluttered % Agree or Strongly Agree A18+ A18-34 A25-54 A55+ Republican Democrat Independent Information I ve heard during a televised debate or political news show has influenced my decision on who to vote for 67% 68% 68% 68% 70% 70% 61% Cable TV news networks keep me up to date with political information 58% 55% 60% 55% 60% 62% 50% Cable TV News websites are a good source for Political information 55% 55% 55% 51% 56% 60% 42%... Political ads on Local Broadcast TV news all seem the same to me 49% 51% 51% 49% 48% 49% 53% Local Broadcast TV news has too many political TV ads 47% 43% 46% 57% 47% 45% 52% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 33

34 MEDIA IN-DEPTH Voters Notice Political Ads Regardless of Programming Genre % Agree or Strongly Agree A18+ A18-34 A25-54 A55+ Republican Democrat Independent I have seen a political ad on TV in the last month 82% 79% 81% 88% 85% 82% 78% I would expect to see political ads in any TV show I m watching 59% 54% 60% 63% 67% 58% 52% I notice political TV ads on channels outside the typical news networks* 52% 50% 52% 54% 53% 54% 45% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 34

35 MEDIA IN-DEPTH Newspapers, Outdoor and Radio are Lacking True Breakthrough Power for Political Advertising % Agree or Strongly Agree A18+ A18-34 A25-54 A55+ Republican Democrat Independent Outdoor billboards don t give me enough information about a political candidate 64% 61% 62% 71% 67% 63% 61% Outdoor billboards help keep political candidates on the top of my mind 27% 33% 29% 15% 22% 32% 21% Printed Newspapers keep me up to date on latest political information 47% 42% 46% 56% 43% 51% 48% Political ads on the radio all seem the same to me 46% 51% 49% 43% 51% 43% 48% I typically learn more from radio ads than TV ads 19% 26% 21% 9% 20% 20% 18% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 35

36 MEDIA IN-DEPTH A Substantial Amount Of Political Direct Mail Literally Goes To Waste % Agree or Strongly Agree Marketing: 4 in 10 delete political s without even opening them A18+ A18-34 A25-54 A55+ Republican Democrat Independent I usually throw away direct mail about political candidates and/or issues without reading it 48% 48% 49% 52% 50% 46% 54% I delete s from political candidates without opening them* 40% 36% 38% 48% 40% 36% 46% I regularly receive s from political Candidates 21% 16% 18% 29% 20% 22% 21% Direct mail provides me valuable information about political candidates 30% 30% 30% 29% 31% 32% 25% I typically learn more from political mailers than from TV ads 21% 25% 21% 18% 24% 22% 18% Source: VAB / Research Now Poll of Registered or Likely Voters Adults 18+; April 2016; Top 2 box agree, *True for you EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 36

37 METHODOLOGY Methodology Political Vote 2016 was a snapshot poll conducted by Research Now in April 2016 using information from 1,096 respondents from a randomly selected national internet panel. Study based on A18+ registered voters or people that plan on voting in the 2016 national and local elections. EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 37

38 CONTACT US For More Information Visit Us Online TheVAB.com Follow Like us: facebook.com/videoadvertisingbureau Sean Cunningham President & CEO Danielle DeLauro SVP Strategic Sales Insights Jason Wiese VP Strategic Insights Evelyn Skurkovich Sr. Director, Strategic Insights EARLY POLLING SHOWS TV WINS ALL VIDEO ADVERTISING BUREAU 38

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