HOW TO BEST REACH VOTERS

Common Voter Profiles and What They’re Watching The American electorate is diverse in its opinions, lifestyles, and preferred content, which presents a challenge for political buyers looking to reach voters within the right video programming and with the most relevant message. SpotX has identified seven voter profile groups and what we think they’re likely to be watching to help steer your political campaigns in the right direction.

LIBERAL VOTERS CONSERVATIVE VOTERS

A mix of left-leaning, college- A mix of older, white, right-leaning educated professionals and politically high earners and high-school- engaged, ethnically diverse blue- educated blue-collar workers. collar workers. Pew research shows Data from Pew shows that 63% of that the majority of college graduates individuals earning $200,000 or are liberal, with 54% identifying as more a year support Republican a Democrat compared to 39% who candidates. identify as Republican. • Competitive reality shows • Late-night talk shows (Daily Show, (Dancing with the Stars, Hell’s Tonight Show) Kitchen) • Sitcoms that celebrate diversity • Crime and history (NCIS) (Will and Grace, Black-ish, • Favorite networks include Fox Broad City) News, CBS, and HGTV • Favorite networks include CNN, AMC Networks, and NBC

For guidance on how to best reach specific voter groups, contact your SpotX account representative or email [email protected]. spotx.tv/ignite FIRST-TIME VOTERS SWING VOTERS Citizens of all ages voting for the first A politically engaged but undecided time, though a large portion consists of group of voters. These voters may Millennial and Gen Z voters. This group consider themselves independents and is likely to be ethnically diverse and also are informed and thoughtful about includes new voters granted citizenship their vote in each election, relying through naturalization. heavily on unbiased resources to form their opinions of candidates. Key • Binge-worthy shows (The Bachelor, voters in this group reside in Florida, America’s Got Talent, Ellen’s Game Michigan, Minnesota, New Hampshire, of Games) Pennsylvania, and Wisconsin. • Spanish-language programming • Favorite networks include The CW, • Centrist news programming Fox Deportes, Univision, • Conventional sitcoms and Tastemade • Favorite networks include Newsy, ABC News, CBS News, and Discovery

INFORMED VOTERS UNINFORMED VOTERS An educated and engaged group Voters that don’t take an active interest dedicated to researching and staying in politics but do have firm opinions. informed on political issues. These These voters tend to build an affinity voters are heavy consumers of politically with candidates based on character focused content and are likely to decide rather than political policy, and are likely who they’re voting for early in the to get information from social media election cycle. networks rather than news outlets. • News and journalistic programming • Sports and comedy programming • Independent films, documentaries, • Reality shows (Keeping Up with the and biopics Kardashians, The Real World) • Favorite networks include AMC • Favorite networks include Fox Sports Networks, Science Channel, and Networks, E!, MTV, and Bravo History Channel

DISAFFECTED VOTERS The most financially challenged voter group – about 50% say they are struggling financially and few believe SpotX reaches 42M CTV households and that the government will help their represents 97% of premium ad-supported predicament. The group has a low voter OTT streaming video providers – meaning we turnout and is likely to be the most difficult to engage with. can help you reach any voter profile at scale • Competition and game shows (The within the programming and content they Masked Singer, Storage Wars, Deal or engage with most. No Deal) • Reality TV (Duck Dynasty, Real Housewives, Buckwild) • Favorite networks include A&E, TLC, CMT, and Comedy Central

Works cited: Trends in party affiliation among demographic groups (Pew 2018), Eight Different Types Of American Voters (Pew 2011), The Big Six Swing States in 2020 (UVA Center for Politics 2019)

For guidance on how to best reach specific voter groups, contact your SpotX account representative or email [email protected]. spotx.tv/ignite