Supporters of President Joe Biden and former President Donald Trump diverge sharply in their news sources, according to recent data from an NBC News poll.
Biden is favored by voters who rely on newspapers and national network news, while Trump performs better among those who avoid political news altogether. These stark differences reveal the strategies employed by both candidates as they vie for another term in the White House.
The poll examined traditional media (newspapers, national network news, and cable news) as well as digital media (social media, websites, and YouTube/Google). Among registered voters, 54% identified as traditional news consumers, while 40% primarily consumed digital media.
In a head-to-head presidential ballot test, Biden leads by 11 points among traditional news consumers (52% to Trump’s 41%). However, digital media consumers are evenly split, with Trump at 47% and Biden at 44%.
Interestingly, Trump enjoys a significant lead among voters who ignore political news entirely (53% support him, compared to 27% for Biden).
Republican pollster Bill McInturff, who conducted the poll alongside Democratic pollster Jeff Horwitt, humorously remarked, “If you’re one of the remaining Americans who read newspapers for news, you’re voting for Biden by 49 points.”
The trend extends to other aspects: traditional news consumers view Biden more favorably (48% positive, 44% negative), while digital news consumers align more closely with overall registered voters (35% positive, 54% negative). Vice President Kamala Harris’ ratings show a similar divide, while Trump’s perception remains consistent across news consumer groups.
Interestingly, voters who avoid political news tend to view Trump more positively and Biden more negatively. These voters remain steadfast in their choices, regardless of unfolding news events.
Third-party candidates also find support among this group. A quarter of those who don’t follow political news opt for third-party candidates in a five-way ballot test. Despite this, Biden’s stronger showing among traditional media consumers positions him well with a reliable voting bloc.
Among those polled who could be matched to the voter file, 59% of those who voted in both 2020 and 2022 primarily consume traditional media, 40% primarily consume digital media, and only 9% don’t follow political news. (Percentages exceed 100% due to some people choosing multiple media platforms.)
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Then Bidens campaign needs to get the FACTS about Trump out in the communities, be it billboards or whatever because those voters don’t have a clue what he has said or what he had done/not done.