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.
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.