Morning Score: How campaigns reached voters

By ZACH MONTELLARO | Politico Morning Score


GET IN TOUCH — TV advertising is still king for reaching voters. According to data from a new Harris Poll, shared first with Score, the most common way voters recalled getting contacted about the election was via a TV advertisement. Harris asked voters about various contact methods they “experienced” during the election, and a whopping 85 percent of voters said they experienced either “a great deal” or “some” TV advertisements, the top method. Following that were mailers, at 74 percent, and social media advertisements at 73 percent.

But the two most interesting numbers that stood out to me weren’t your traditional advertising. It was the rise of text messaging, and the relative small amount of door-knocking. First, texting: A narrow majority of voters — 51 percent — said they experienced a great deal or some amount of text messages about the election, actually outpacing the number of Americans who said the same about phone calls, at 47 percent. The divide between Democratic and Republican voters was the greatest here too, with 58 percent of Democrats saying they received either a great deal or some texts about the election, compared to 49 percent of Republicans and 41 percent of independents.

The method that voters said they encountered least was door-knocking. Just 23 percent of voters said they experienced either a great deal or some in-person visits at home. That’s going to be lower in a national survey — you might not be getting a knock on the door if you’re in a safe state or district — and the pandemic stopped door-knocking. (You may have heard some hand-wringing about that!) The interesting split here is that slightly more Democrats reported a door knock than Republicans, 27 percent to 21 percent.

The survey was paid for and conducted by The Harris Poll, with no outside sponsor. It surveyed 1,963 adults in an online panel, from Nov. 11-13.

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