Pro Politics with Zac McCrary 10 Findings from a New Media Consumption Study with Adam Wise of National Media and Mitch Kline & Pat McGee of Katz Media
Aug 12, 2025
Adam Wise, Chief Innovation Officer at National Media, joins Mitch Kline and Patrick McGee from Katz Media to unpack a groundbreaking media consumption study post-2024 elections. They discuss six distinct voter media profiles and how economic concerns dominate over social issues. The trio highlights texting as a key tactic for voter turnout and reveals insights on the challenges of engaging disengaged voters. They also explore the evolving role of direct mail and the rise of second-screen experiences, emphasizing the need for innovative strategies in an ever-changing media landscape.
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Voters Locked In Early
- Roughly 80% of voters decided before Labor Day, leaving little late-campaign persuasion room.
- Post-Labor Day advertising must focus more on turnout and retention than persuasion.
Media Fragmentation Shrinks Ticket-Splitting
- Ticket-splitting has declined sharply as fragmented media lets people self-select reinforcing content.
- Fragmentation and niche channels reduce shared news events that once produced ticket-splitting.
Economics Mattered More Than Culture
- Economic (kitchen-table) issues drove voting more than cultural issues in 2024.
- Women aged 30–50 showed especially high sensitivity to these economic messages.
