'Off the Grid' Voters and Campaign 2012

Here's a new poll from SAY Media, "Research Abstract: Voters Going Off the Grid: 2012."

And here's the write-up, "Will “Off the Grid” Voters Decide the Next Presidential Election?"

Plus, see Emily Steel at the Financial Times, "Voters turn on but tune out political ads":

American voters are increasingly oblivious to the political ads dominating the airwaves during this election campaign, according to a study of media consumption habits.

Nearly a third of likely voters had not watched live TV in the past seven days, according to a June poll conducted by Say Media, a digital publishing company, in conjunction with two political advertising consultancies and two pollsters that represent both Democrats and Republicans....

For years, TV has dominated US political ad budgets. About 66.8 per cent of all US political ad dollars – or $6.6bn – is expected to be spent on broadcast and cable television this year, according to the research firm Borrell Associates.

But political campaigners must now doubt whether television ads will still sway voters. Simply dusting off tried and tested strategies for political advertising no longer works. In closely fought elections, campaigns that deploy the savviest digital advertising strategies increasingly claim victory, political consultants say.

More at the link.