Click Here to Donate to
Third Millennium On-Line
Third Millennium and Juno On-Line services published their study of the effects of Political Advertising in E-Voter 2000: Measuring the Effectiveness of the Internet in Election 2000, a report issued by the E-Voter Institute in January 2001.
The survey's data suggests that: 1) the overwhelming majority of study participants correctly recall seeing a pop-up ad and which ad they viewed; 2) that there is a correlation between ad viewing and claimed voting among certain sub-segments of unlikely voters; and 3) there is a correlation between ad viewing and claimed voting among certain sub-segments of likely swing voters and likely third-party voters.
The Gore and Bush campaigns are ignoring adults under age 50 -- and particularly those under age 35 -- according to a detailed analysis of the television ad-buying behavior of the two leading presidential campaigns, released today by Third Millennium's Neglection 2000 project.
In nine major media markets Neglection 2000 identified as crucial to the 2000 campaign, people age 50 and older comprise 36.6 percent of the population, yet represent a whopping 63.8 percent of the viewing audience of the nearly 37,000 TV ads placed by George W. Bush, Al Gore, and the Republican and Democratic National Committees between July 1 and October 15, 2000.
By comparison, those between the ages of 18 and 34, who make up 31.0 percent of the voting-age population, were just 14.1 percent of the viewing audience. Those ages 35-49, who are 32.3 percent of the adult population, made up only 22.2 percent of the viewing audience.
A commentary written by Neglection 2000 Project Director Russ Freyman appeared in the Sunday, October 29, edition of Newsday. Click here to read Freyman's commentary, and click here to see a list of other articles mentioning the Neglection 2000 program.
While it is difficult to glean conclusions about the entire electorate from these groups -- focus groups are intended to probe more deeply than polls into a small group's thoughts and ideas on a certain subject -- we can provide several key observations regarding this cohort's opinions on the Internet and the 2000 election. It is important to note that these results are not necessarily applicable onto the entire cohort of 18-34 year-olds nationally or the 18-34 year-old populations of Seattle and Cincinnati. Nonetheless, they do provide us depth into the opinions that surveys quantify but cannot qualify.
If you were a young adult watching Bush and Gore face-off for the last time in this campaign, you could have look at tonight's debate two different ways.
Under this scenario, there were two particularly disheartening elements of the debate. The first element was the fact that, by my count, few questions came from anyone under 35 years old. And, judging by the fact that the audience and, thus, the questions being asked were picked from a pool of undecided voters. One would have hoped that the ultimate undecided voter -- the one deciding whether or not to even vote at all -- would have had opportunities to ask more questions.
More than three-thirds of all voters say they support making young adults the focus of one of the three official presidential debates according to a Neglection 2000 poll released on August 25, 2000.
The national survey, taken days after the Democratic National Convention, indicates that registered voters support the idea of a presidential debate in which young people choose the topics and ask the questions by a margin of nearly five-to-one.
Support for the concept was high in every age group (even 68% of those age 65 and over said they back the idea), with 85% of people between the ages of 18-34 saying that one of the three official debates should focus on young adults.
"At a time when political participation is quite low, particularly among the young, it is difficult to argue that we should not push for a political event supported by 77 percent of the population," said Brent McGoldrick, who directed the survey for Neglection 2000.
The NEGLECTION 2000 project is designed to bring attention to the cycle of disengagement between campaigns and potential young voters. Sponsored by Third Millennium, a nonpartisan, nonprofit organization, the Neglection 2000 project will examine where candidates are spending their time and money in order to see how much (or little) they are targeting potential young voters.
Join our mailing list!