MGH in Baltimore conducted an online survey to see if consumers’ TV viewing habits changed during election years. Specifically, they looked to see what action viewers may take when an informative or negative political advertisement airs during regular or news programming.
Key findings include that 32 percent of respondents said they change the channel as soon as they see a political advertisement, and nearly 50 percent said they change the channel or mute the TV during a negative political ad. When you look deeper at the younger millennial survey respondents (18 to 24 year olds), we found that a higher percentage (39 percent) change the channel as soon as they see a political advertisement. Moreover, 19 percent are more likely to record programs during election season to avoid commercials.