Political Ad Attention: November 2024 Update

Earlier this Fall we revealed data that shows that independents were paying the most attention to political ads. As the election nears, we took another look to see exactly which demos, across gender, age, and party affiliation are paying the most attention to political ads.  

Source: TVision Panel, September 2, 2024 - October 29, 2024. 

Key findings from the TVision Panel:

• In nearly all cases, Republicans paid more attention  to political ads than Democrats in the time period. They also paid more attention, in general, to all TV ads.
  
  

Specific demos paid more attention to political ads on TV than they did to all other ads.

The youngest Democrat viewers (18-34) and middle-aged Republican viewers (45-54) paid significantly more attention to political ads than other ads in the time period. Young Independent TV viewers were unlikely to engage with any type of TV ad, but especially with political ads in the time period.