TV most influential media in General Election

TV was the most effective media in influencing people's votes in the build up to the General Election, with 62% of the electorate claiming it had been influential, while social media was only deemed persuasive by 11% of voters, according to research from Otherlines.tv.

The ITV Leaders' Debate: TV was the most influential media in run up to 2015 General Election
The ITV Leaders' Debate: TV was the most influential media in run up to 2015 General Election

Of those voters who said TV was influential, 61% were swayed by live political debates, 38% by national news, but a mere 16% by party political broadcasts.

While many commentators in the build up to 7 May were claiming 2015 would be "the social election", the figures from Otherlines.tv said otherwise. Facebook was an effective influencer for just 7% of the UK and Twitter for 4%.

Of those influenced by TV, 61% were influenced by live political debates, 38% by national news and only 16% by party political broadcasts.

Otherlines.tv, which conducted research through its 3,000-strong Panelbase in-house panel, also found that newspapers were effective in influencing political opinion, but far less so than TV.

The press helped shape and influence the opinions of just 25% of the electorate, while websites influenced 17%, radio 14% and conversations with family and friends 14%. The most influential paper was the Daily Mail, followed by the Guardian and The Times.

The survey was conducted less than a week before last Thursday’s General Election.