Campaign Ads Survey: Undecided Voters Less Likely to Research Advertised Claims

As election season heats up, more and more campaign ads are airing with claims that may or may not be factual. American voters have been subject to this type of ad for years, but ad spending is higher than ever this year, and many people are getting more cynical about the information contained in these ads. There are even apps available, like the Super PAC App, that help voters decipher truth from exaggeration. Do Americans trust campaign ads, and do they ever follow up on the information contained in them?

campaign ads

Voters

In Ask Your Target Market’s latest survey, 52% of respondents said that they have already decided who will receive their vote in the next election. Another 22% said they do plan to vote, but they are still undecided. And 27% said they do not plan to vote in the next election.

Campaign Ads

Just 8% of voters said that campaign ads definitely impact their voting decisions. 34% said that campaign ads somewhat impact their voting decisions. 54% said that campaign ads don’t impact their voting decisions at all. And 3% said that they have either never voted before or have never paid any attention to campaign ads during election season. Undecided voters were more likely to say that campaign ads can impact their voting decisions.

Only 3% of voters said that they always believe the claims made in campaign advertising. Another 3% said they mostly believe campaign ads. 17% said they somewhat believe the information contained in campaign ads. And 78% said they don’t believe campaign ads at all.

Research

Overall, 15% said they always research the claims made in campaign ads. Another 46% said they sometimes do research after seeing campaign ads. And 38% said they never do research based on campaign ads. Undecided voters were 7% less likely to do research about information in campaign ads.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Romney Ryan Plan for Student Loans from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 23 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.