Democrats and Elusive 'Undecideds' Reveal TV Show Preferences Should Kerry Swim With Sharks on Fear Factor to Reach Undecided Voters?



Media Research Says Yes!



    NEW YORK, July 26 /PRNewswire/ -- Today, Initiative, a leading global
 media communications agency, released results from a proprietary study on TV
 viewing habits of democrats and undecideds.  With the political race heating
 up, it is more important than ever for campaigners to reach the American
 people effectively and efficiently.  The study measures top preferences for
 each group in the genres of comedy, drama and reality and ranks the top TV
 programs based on the leading political issues of democrats (healthcare,
 education, unemployment) and undecideds (education, taxes and national
 security.)
 
                            SHOW PREFERENCE BY GENRE
 
 
      DEMOCRATS:                          UNDECIDEDS:
      Comedy                              Comedy
      -- Will and Grace (NBC) - 33%       --  My Wife & Kids (ABC)- 43%
      -- Quints (FOX) - 30%               --  Friends (NBC) - 39%
      -- 2 1/2 Men (CBS)- 27%             --  King of Queens (CBS) - 36%
 
      Drama                                     Drama
      -- Judging Amy (CBS) - 32%                -- CSI: Miami (CBS) - 37%
      -- Crossing Jordan (NBC) - 31%            -- Jag (CBS) - 36%
      -- Law and Order (NBC)/Monk (USA) - 30%   -- Law & Order: SVU (NBC) - 35%
 
      Reality                                  Reality
      --  Extreme Makeover (ABC) - 26%         -- Fear Factor (NBC) - 46%
      --  For Love or Money (NBC) - 22%        -- Who Wants to Marry My Dad?
                                                  (NBC) - 42%
      --  Last Comic Standing (NBC) - 21%      -- For Love or Money (NBC) - 42%
 
               TOP PROGRAMMING BASED ON LEADING POLITICAL ISSUES
 
      DEMOCRATS: Top 3 Issues                   UNDECIDEDS: Top 3 Issues
      Healthcare - 71%                          Education - 57%
      -- Top Comedy: Will & Grace (NBC) - 77%   -- Top Comedy: Will & Grace
                                                   (NBC) - 66%
      -- Top Drama: Monk (USA) - 84%            -- Top Drama: CSI: Miami (CBS)
                                                    - 62%
      -- Top Morning News: CNN Live - 76%       -- Top Morning News: CBS Early
                                                    Show - 69%
      -- Top Eve/Late News: ABC World           -- Top Eve/Late News: ABC
          News Tonight - 77%                        World News Tonight - 53%
 
      Education - 58.3%                         Taxes - 46.7%
      -- Top Comedy: Everybody Loves Raymond    -- Top Comedy: King of Queens
          (CBS) - 67%                               (CBS) - 57%
      -- Top Drama: CSI: Miami (CBS) - 74%      -- Top Drama: JAG (CBS) - 61%
      -- Top Morning News: Good Morning         -- Top Morning News: CBS
          America (ABC) - 68%                       Early Show - 61%
      -- Top Evening/Lt News: The Daily         -- Top Evening/Lt News: ABC
          Show (Comedy Central) - 76%               World News Tonight - 58%
 
      Unemployment - 53.9%                      National Security - 45.4%
      -- Top Comedy: Everybody Loves            -- Top Comedy: Everybody
          Raymond (CBS) - 58%                       Loves Raymond (CBS) - 52%
      -- Top Drama: Law & Order:                -- Top Drama: Cold
          Criminal Intent (NBC) - 62%               Case (CBS) - 63%
      -- Top Morning News: CNN Live - 57%       -- Top Morning News: CNN
                                                    Live - 57%
      -- Top Evening/Lt News: CBS               -- Top Evening/Lt News: CBS
          Evening News - 59%                        Evening News - 55%
       * Programs selected have the highest concentration of indicated voters
         who care about specific issues.
 
     The information is critical for political advertisers looking to reach
 decided, and perhaps more importantly, undecided voters, in what appears to be
 a very tight election.  Initiative's political research on programming will
 continue to be explored through November.  This information is a result of an
 Internet survey to 1,000 consumers fielded in mid July 9 -- 16, 2004.
     To set up an interview with an Initiative spokesperson, contact: Anaka
 Kobzev at (212) 605-7265 / anaka.kobzev@us.initiativemedia.com or Leah Gross
 at (323) 370-8018 leah.gross@us.initiativemedia.com.
 
 

SOURCE Initiative

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