Majority Feel An Obama Presidency Is Better For Their Financial Future
Almost 100% Of Boomers Plan To Vote In Election
NEW YORK, Oct. 16 /PRNewswire/ -- Fifty percent of American adults age
40-59 -- The Baby Boomers -- feel that the government is doing too much to
solve Wall Street's problems, according to a new poll by TV Land.
Twenty-five percent feel that the government is not doing enough about the
Wall Street crisis and 25% don't know if there should be more or less
government involvement. This is just one of the findings in a new poll
conducted by OTX on behalf of TV Land, a division of Viacom Inc.'s (NYSE:
VIA, VIA.B) MTV Networks, as part of TV Land's overall commitment to
superserve this 40- and 50-something demographic.
The TV Land poll also shows 94% of Boomers -- the country's largest
generation -- plan to go to the polls next month, with 82% of those polled
saying they are extremely likely to vote. The impact of this finding is
enormous as this generation had the highest turnout of voters in the 2004
Presidential election. Obama voters are more determined to make their
voices heard as 89% of his supporters say they are extremely likely to vote
compared to 82% of McCain supporters and 58% of undecideds. The survey also
shows that regardless of whom they are voting for, the majority of people
in this demographic (54%) believe that Barack Obama will win the 2008
Presidential election this November. Twenty-five percent believe John
McCain will win and 20% are unsure of the outcome of the November vote. The
poll also found that if the election were held today, the country's largest
generation would elect Barack Obama to office capturing 48% of the vote.
John McCain would get 40% of the Boomer vote and 12% of Boomers are either
unsure or voting for someone else.
"Based on sheer numbers, people in their 40s and 50s have the loudest
voice of any other demographic in the country, period," states Larry W.
Jones, president, TV Land. "Any politician, advertiser, businessman, or
otherwise, would be wise to listen to what is important to this generation.
They have been making marketplace demands their entire life and they aren't
going to stop now."
"Baby Boomers have made a significant impact on many brands, trends and
politicians in the past," adds Laurel Wichert, vice president, research, TV
Land. "With almost 100% of them prepared to vote in November, it's clear
they are ready and willing to make a statement one more time."
Like Joe The Plumber, Boomers' voting decisions are being shaped by
several pocketbook issues before anything else. The majority of voters ages
40-59 surveyed reveal that a host of pocketbook issues are top of mind as
those surveyed said that the economy (81%), health care (65%), gas prices
(62%), Social Security and Medicare (58%) and taxes (57%) are among the
most important issues to them. Iraq (55%), the situation on Wall Street
(53%) and terrorism (51%) are also extremely important issues to Boomers in
voting for President. Fifty-five percent of people in their 40s and 50s
feel that Obama's Presidency would be better for their financial future
than a McCain Presidency (45%).
Interestingly, the voting intent of most 40-59-year-olds is not
impacted by recent economic news. In fact, three-quarters (76%) say that
the recent economic news has not made them reconsider whom they are
supporting for President. These feelings are not a result of the majority
of Boomers misunderstanding the Wall Street Crisis. Seventy-one percent of
adults in their 40s and 50s say they understand the financial crisis on
Wall Street and the Federal Government's bailout of the finance industry
and 29% feel they do not. Thirty-four percent of them feel that Obama will
do a better job of handling the current problems on Wall Street, while 26%
say McCain would do better on this front. One-fifth say both are able to do
the job equally well, and a similar proportion (21%) say they don't know.
Regardless of whom they are voting for, Boomers would be most inclined
to socialize with Barack Obama and Sarah Palin versus John McCain and Joe
Biden. By overwhelming margins (63%), Boomers would want Sarah Palin to
baby-sit for their kids, however they would most want to have dinner with
Barack Obama (41%). Governor Palin won on several other social categories
such as: go on vacation with (42%), go to a bar with (31%), sing karaoke
with (42%).
The majority of Boomers (55%) indicate that what they see and hear
about the candidates in the media is extremely or very important in helping
them decide their vote for President. Sixty-two percent of Obama supporters
say that the media is extremely/very important, while only 47% of McCain
supporters say the same. Even though 40- and 50-somethings use the media
when deciding how to vote, only 15% trust what they see and hear about the
candidates. Fifty-four percent trust somewhat what they hear in the media,
while 31% do not trust what they hear in the media at all. 40% of McCain
supporters do not trust the media compared to 19% of Obama supporters.
Although the candidates declined to criticize the readiness of their
opposing Vice Presidential candidates in last night's Presidential debate,
when asked about the Vice President candidates, nearly two-thirds of people
in their 40s and 50s (64%) say Joe Biden is prepared for the job of Vice
President of the United States. Thirty-four percent feel Palin is prepared.
Contrastingly, Sarah Palin is seen by 47% of the demo as not prepared for
the job versus the 13% who think Biden isn't prepared. The majority of
Boomers (51%) say that Biden helped Obama's chances of being elected and
45% say Palin helped McCain. Nearly one-fifth (18%) say Biden hurt Obama's
chances, while 34% say Palin hurt McCain.
While both candidates have a "change" platform, 48% of Boomer voters
find Barack Obama more believable when he talks about "change" while 21%
say John McCain is more believable. Nine percent say both candidates are
believable when they talk about "change" and 18% say neither candidate.
Only 4% of this generation doesn't know which candidate is more believable.
Nearly nine in ten Boomer voters (86%) say that things in this country are
heading on the wrong track. Among Barack Obama supporters, that number
jumps to 92% who say the country is on the wrong track. Twenty-three
percent of McCain supporters say the country is on the right track,
compared to only 8% of Obama supporters.
Regardless of their personal voting intent, 89% of Boomers feel that
the war in Iraq will "change" for the better in an Obama Presidency versus
70% who feel Iraq will "change" for the better under a McCain
Administration. Regardless of who wins, the majority of Boomers feel that
the next administration will bring "change" to the War in Iraq (62%),
energy policies (56%) and economic policies (53%).
When considering a Presidential candidate, over three-quarters (77%)
feel that good judgment is extremely important as is the candidate's
economic plan (57%) and the candidate's ability to work across party lines
(55%). Almost six in ten (58%) Boomers say age does not matter when asked
if they preferred a candidate that is their age, younger or older than they
are. However, more than half of this demo (55%) felt that Obama -- a Boomer
himself -- understands their needs and problems. Forty-one percent say the
same of McCain.
The majority of people ages 40-59 associate key leadership attributes
to Obama including "has a vision for the future" (60%), "communicates
clearly" (57%) and "passionate" (57%). John McCain is seen as "courageous"
(57%) and "experienced" (69%).
The vast majority of this generation (94%) say that the economy is
worse than it was a year ago and they are almost evenly divided in thirds
as to where they think the U.S. economy will be in a year's time -- 35% say
it will be better, 32% think it will be worse, 32% think it will be the
same. Over six in ten (64%) Boomers say their personal financial situation
is worse than it was a year ago, 23% feels it is the same and 13% say it is
better. Over four in ten (42%) feel that their personal financial situation
will be better a year from now. Thirty-four percent feel it will be about
the same and 24% feel it will be worse.
Methodology
From Friday, October 3rd to Sunday, October 5th, OTX surveyed 800
Boomers ages 40-59 about their opinions on the Presidential Election and
the economy. Interviews were conducted via the Internet by OTX (Online
Testing eXchange), one of the world's leading online research firms.
Respondents were randomly recruited from OTX's online sample community of
more than 20 million people in the United States. To qualify, respondents
needed to be US residents. Respondents were screened to assure that no
members of their household works in advertising, marketing, public
relations, or market research. Quotas were set to ensure a balanced
representation of Boomers. The survey took approximately 18 minutes to
complete.
About OTX (Online Testing eXchange)
OTX (Online Testing eXchange) is a global consumer research and
consulting firm that has established itself as a leading provider of
online-based research. The company specializes in providing innovative,
cutting-edge online technology, products and analysis to the marketing,
entertainment and advertising communities. OTX has developed the most
innovative products available for online research today -- products that
work to uncover deeper and more profound consumer insight. Today the
company is one of the fastest growing research companies in the United
States and has offices in Los Angeles, New York, Cincinnati, Miami, Chicago
and London, with strategic partners in Japan, Australia, Russia, China, and
Mexico.
About TV Land PRIME and TV Land:
TV Land PRIME is TV Land's prime time programming destination designed
for people in their mid-forties and the exclusive home to the premieres of
the network's original programming, contemporary television series
acquisitions and movies. TV Land PRIME is part of TV Land, a network
dedicated to presenting the best in entertainment on all platforms for
consumers in their 40s and 50s. Consisting of original programming,
acquired shows, hit movies and full-service web site, TV Land is now seen
in over 93 million U.S. homes. For up-to-the-minute and archival press
information including releases and photographs, please visit TV Land's
press-only Web site at http://www.tvlandpress.com.
About MTV Networks
MTV Networks, a division of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of entertainment content, with brands that engage
and connect diverse audiences across television, online, mobile, games,
virtual worlds and consumer products. The company's portfolio spans more
than 150 television channels and 350 digital media properties worldwide,
and includes MTV, VH1, CMT, Logo, Harmonix, Nickelodeon, Nick at Nite,
Noggin, The N, AddictingGames, Neopets, COMEDY CENTRAL, Spike TV, TV Land,
Atom, Gametrailers and Xfire.
SOURCE TV Land
 back to top
Related links:
http://www.nick-at-nite.com
http://www.tvlandpress.com
CONTACT:
Rachel Sandler, +1-212-846-4412,
Rachel.sandler@tvland.com, or Vanessa Reyes, +1-310-407-4727,
Vanessa.reyes@tvland.com, both of TV Land
|
