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Political Report: VALS™ and Voters
December 2007
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About This Report
The race to elect the forty-fourth president of the United States in 2008 is well under way; primaries are about to begin. In addition to electing the next president, some states will see heated battles in congressional races. Presidential candidates are certainly raising record sums of money to blanket the country with media messages, fund trips to critical states to meet the electorate, and pay for campaign machines to run their shows. With a crowded field on both sides of the aisle, strategists and consultants are busier than ever trying to identify key constituencies and potential voter blocs for their candidate to target. Political machines are beginning to look at more sophisticated marketing tools to determine better how their candidate might gain a competitive advantage.
This report provides Scarborough/VALS™ television-station clients with insights about the VALS groups and their voting behavior. This information will be of value when selling a wider spectrum of your station's inventory to candidates who want to reach voters of a certain party affiliation, undecided voters, or voters who might be most likely to be persuaded to vote for a candidate because of his or her position on a particular issue. VALS goes beyond demographics to explain and predict why some consumer groups are more engaged than others in the political procss.
In addition to reporting about voter registration and voting behaviors, this report looks at which VALS consumer groups are most likely to be informed voters—which groups consume the most news and information. Some groups are well-informed; others, especially those with high percentages of adults under the age of 35, are substantially disengaged.
Table of Contents
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| About this Report |
1 |
| Registration and Voting |
3 |
| Well-Informed Citizens |
11 |
| How to Reach Swing Voters |
17 |
Tables |
| Comparison of the VALS™ Three Primary Motivations |
7 |
| Political-Party Affiliation |
9 |
| Educational Attainment of the VALS™ Groups |
12 |
| Frequency of Voting Your Party's Presidential Candidate |
16 |
Figures |
| VALS™ Framework |
2 |
| Registered to Vote in District of Residence |
4 |
| Always Vote in Elections |
5 |
| Vote in Presidential Elections |
6 |
| Political Party Affiliation |
8 |
| Typically Watch National Network News |
13 |
| Typically Watch Local News: Early, Early Evening, or Late News |
14 |
| Internet News Sites Visited in the Past 30 Days |
15 |
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