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Reach and Effectiveness of Election Campaign Coverage

Reach and Effectiveness of Election Campaign Coverage

4 July 2001

These results are taken from phase 2 of a panel survey conducted by MORI for the Electoral Commission (Link to the survey's home page)
MORI interviewed 1,162 of the 1,472 Phase 1 respondents who agreed to be re-contacted
Interviews were conducted by telephone between 9-18 June 2001
The final sample includes 257 interviews with ethnic minority respondents
Data are weighted to the known population profile
Results are based on all respondents unless otherwise stated
An '*' indicates a finding of less than 0.5%, but greater than zero
Where percentages do not add up to exactly 100% this may be due to computer rounding, the exclusion of "don't knows" or to multiple answers

Q21-Q30 Please tell me how much influence, if any, each of the following had on your decision about what you would do on the day of the General Election?

Q21 Election coverage in newspapers

	All (1,162)%	All who saw/read (852)%
Great deal	8	9
Fair amount	30	39
Not very much	22	22
None at all	39	30
Don't know	1	1

Q22 Election coverage on TV

	All (1,162)%	All who saw (1,048)%
Great deal	13	15
Fair amount	36	40
Not very much	20	19
None at all	30	26
Don't know	1	*

Q23 Party election broadcasts on TV

	All (1,162)%	All who saw (660)%
Great deal	6	9
Fair amount	16	25
Not very much	20	25
None at all	57	40
Don't know	1	1

Q24 Opinion polls

	All (1,162)%	All who saw/read (926)%
Great deal	2	2
Fair amount	11	12
Not very much	21	21
None at all	65	64
Don't know	1	1

Q25 Leaflets or letters delivered by the parties

	All (1,162)%	All who saw/read (1,038)%
Great deal	4	4
Fair amount	22	23
Not very much	25	26
None at all	49	47
Don't know	*	*

Q26 Election coverage on radio

	All (1,162)%	All who heard (474)%
Great deal	5	10
Fair amount	17	39
Not very much	18	22
None at all	58	28
Don't know	3	1

Q27 Election coverage on the internet

	All (1,162)%	All who saw/read (91)%
Great deal	1	8
Fair amount	3	25
Not very much	5	30
None at all	87	36
Don't know	4	1

Q28 Political advertisements on billboards

	All (1,162)%	All who saw/read (737)%
Great deal	2	3
Fair amount	8	13
Not very much	17	21
None at all	72	63
Don't know	1	1

Q29 Views of friends or family

	All (1,162)%	All who heard (872)%
Great deal	6	7
Fair amount	14	18
Not very much	20	23
None at all	60	52
Don't know	*	*

Q30 Personal calls from representatives of the parties

	All (1,162)%	All who had (224)%
Great deal	2	6
Fair amount	6	16
Not very much	9	18
None at all	80	58
Don't know	3	2

Q31-Q40 During the election campaign, did you ... ?

Q31 Read any of the election coverage in newspapers

	%
Yes	74
No	26
Don't know/can't remember	0

Q32 See any of the election coverage on TV

	%
Yes	89
No	11
Don't know/can't remember	0

Q33 See any party election broadcasts on TV

	%
Yes	55
No	44
Don't know/can't remember	*

Q34 See or hear about any opinion polls

	%
Yes	77
No	22
Don't know/can't remember	*

Q35 Have any political leaflets or letters put through your letterbox

	%
Yes	89
No	11
Don't know/can't remember	*

Q36 Hear any of the election coverage on the radio

	%
Yes	39
No	61
Don't know/can't remember	0

Q37 Use the internet to access information on the election

	%
Yes	7
No	93
Don't know/can't remember	0

Q38 See any political advertisements on billboards

	%
Yes	61
No	39
Don't know/can't remember	*

Q39 Discuss the election with friends or family

	%
Yes	75
No	25
Don't know/can't remember	0

Q40 Receive a personal call from a representative of any political party

	%
Yes	19
No	81
Don't know/can't remember	*

Q41-Q43 Thinking of the party election broadcasts you saw, overall did you find them ... Base: All who saw party election broadcasts (660)

Q41	%
Interesting	51
Not interesting	33
Neither/don't know	15

Q42	%
Informative	48
Not informative	34
Neither/don't know	17

Q43	%
Useful	38
Not useful	45
Neither/don't know	16

Q44 How do you feel about the amount of coverage the newspapers gave to the election campaign?

	%
Much too much	17
A little too much	20
About the right amount	48
A little too little	3
Much too little	1
Don't know	12

Too much	37
Too little	4
Net too much	+33

Q45 How do you feel about the amount of coverage television gave to the election campaign?

	%
Much too much	18
A little too much	20
About the right amount	51
A little too little	3
Much too little	1
Don't know	7

Too much	38
Too little	4
Net too much	+33

Q46 How do you feel about the amount of coverage radio gave to the election campaign?

	%
Much too much	2
A little too much	3
About the right amount	31
A little too little	4
Much too little	1
Don't know	58

Too much	6
Too little	5
Net too much	+1

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