Breakdown of persuasiveness of each communication channel on day of Leaders Debate (15 April 2010)

Cranfield School of Management

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UK Election 2010

Day of Leaders Debate - Thursday 15th April 2010
Persuasiveness of real-time Experiences

How likely did it make you to vote for the party you had the eperience of?
(e.g. a leaflet for one of the parties or a news story about a particular MP)?

This chart shows the persuasiveness of people’s encounters with political parties through different channels on April 15th. Within each channel there will be experiences relating to all political parties. The order of the channels reflects their size with Leaders Debate receiving the most experiences and TV News the second highest number of experiences.

Not only does the Leaders Debate receive more texts than other touchpoints on April 15th, the persuasiveness of these experiences is stronger. Only a third of experiences made no difference to voting intentions with nearly half of experiences making people more likely to vote for the party they were texting about at the time.

People are coming into contact with the political parties through News on TV, Radio and in Newspapers. However, the majority of these experiences (over 50%) are making no difference to their voting intentions. It is the Leaders Debate, Leaflets and Party Election Broadcasts that are having the most influence.

In terms of paid-for media, Posters encountered on April 15th were less persuasive than the leaflets with which people were coming into contact.

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