Unmarried investors are the segment most likely to ignore political advertising.
Political advertising has a bad name, mainly because it spends so much time trying to give political opponents a bad name.
While the perception is that a majority of political ads are aimed at denigrating a candidate’s opponent, sometimes ads do present the best side of a political candidate rather than pick at an opponent’s voting record or public statements.
In a survey by Millionaire Corner, 77 percent of affluent investors said political advertising had no effect upon their voting decisions. But of the 23 percent who admitted the political ads did hit home, about half of the investors said they learned something positive about the candidate posting the ad, and half said they learned something significantly negative about the candidate’s opponent.
The actual numbers were 51.4 percent learning something positive that affected their vote and 48.6 percent saying they learned something negative that caused them to make a decision.
Males (54 percent), older investors (55 percent) and corporate executives (57 percent) said they were more affected by positive information. Fifty-four percent of Business Owners said a negative ad had an effect upon them.
Positive political ads worked better on Democrats (58 percent) while independents (54 percent) learned more from negative advertising.
Of the 77 percent of investors who were unaffected by political advertising, 54 percent said they simply ignore the ads while 46 percent said they already have their minds made up in elections that matter to them and the advertising does not provide any useful additional information. Most likely to completely ignore political advertising were unmarried investors (61 percent).
In regards to political affiliation, 45 percent of Republicans ignore political advertising and 55 percent already had their mind made up. Fifty-three percent of Democrats ignore political ads and 47 percent have their votes already cast in their minds, and 65 percent of independents ignore political ads while 35 percent already know who they are voting for.
Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.
In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.
McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.
McDill is the father of four children, and an active fan of soccer, Jimmy Buffett and all things Disney.