For Campaign ’08, Video Web Seen Making Inroads on Traditional Media

LOS ANGELES–(BUSINESS WIRE)–While “traditional media” – TV, radio and print – figures to remain in the driver’s seat during Campaign ‘08, established outlets will increasingly need to share the road with online video.

That’s the clear conclusion of a new consumer survey, conducted for ClipBlast! (http://www.clipblast.com/), the Web’s premier video search platform, by Chicago market researcher Synovate. The survey – which asked 1,000 Americans to identify the various sources from which they anticipate getting their news on the presidential candidates – was fielded in August, shortly after the CNN/YouTube debate among Democratic presidential hopefuls.
Overall, 86 percent of respondents say they will turn to TV and radio for information on the candidates; 63.5 percent will rely on newspapers and magazines. Even so, substantial percentages expect to get their news from the Video Web: 29.5 percent from news video, 22 percent from debates online, and another 7.5 percent from video bloggers.

“These findings unquestionably affirm the rise of the Video Web in public life,” said Gary Baker, CEO, ClipBlast! “What’s more, we believe that online video is engaging new audiences and drawing new, otherwise disaffected or disinterested viewers. Organizing debates on the Video Web is anything but a novelty – it’s an alternative that has emerged literally from nowhere to capture the public’s imagination.”

Indeed, the fall season figures to be dotted with successors to the CNN/YouTube experience. This Wednesday, Yahoo!, in tandem with Slate and The Huffington Post, will host the first Web-only U.S. presidential debate, with PBS’s Charlie Rose serving as moderator. Two weeks later, on Sept. 27, MySpace and MTV will hold the first of 11 hour-long candidate dialogues, to be streamed live on their respective websites. And on Nov. 28, CNN and YouTube will reprise the online/broadcast debate format, in association with the Republican Party of Florida.

It IS Your Father’s Video Web

Although youth will be served, so will their elders, according to the ClipBlast!/Synovate survey. Findings confirm the popularity of online video with the youngest demographic – 37 percent of those 18-24 will turn to the Video Web – and reveals that that group hasn’t forsaken TV (87 percent) or newspapers (54 percent). While those in mid-life and beyond maintain their loyalty to traditional media (89 percent for anyone over 55), they’re also embracing new media, albeit at a lesser pace (29 percent for those over 65, marginally more than those 45-54 and 55-64, at 25 percent and 23 percent, respectively).

And while just 16 percent of those 55-64 expect to turn to the Web for presidential debates, 27 percent of those over 65 plan to be there – the highest percentage among all demographic groups. Likewise, video blogging isn’t solely the province of the young; 10 percent of those 35-44 will include vlogs in the information mix – roughly the same as those in 18-24 age group.

Among other notable survey findings:

The more affluent you are, the more likely it is that you’ll rely on TV and radio for campaign news (88 percent, for those with annual incomes in excess of $75,000, against 82 percent for those at the bottom rung of the income ladder). Those with incomes of $50,000-$75,000 are relatively more inclined to include news video in their diet of campaign info (32 percent) than are those in other income strata. And those in the $25,000-$50,000 bracket are relatively more likely to view debates online (23 percent) than the rest of the population.

Those who aren’t married tend to gravitate to the Video Web and are relatively less enamored of traditional media. By an eight-point margin, marrieds prefer newspapers and magazines (66 percent to 59 percent); that almost exactly flips when online video is in play. (34 percent of unmarrieds will look to news video online, against 27 percent of marrieds). Households without children will be tuning into debate coverage online in greater numbers than those with kids (24 percent to 18 percent).

On a regional basis, TV and radio are robust nationwide, but strongest in the South (87 percent); newspapers and magazines fare best in the Midwest (71.5 percent). News video online will capture an identical 30 percent in both regions – a marginally greater number than in the Northeast, ostensibly the home base of traditional media. Debate coverage online looks to be relatively strongest in the South and West, at 23 percent each.

Considering race as a factor, newspapers and magazines draw significantly more whites than non-whites (65 percent to 54.5 percent). Conversely, presidential debates on the Video Web are expected to attract a greater percentage of nonwhites than whites (28 percent to 21 percent). Similarly, nearly twice as many nonwhites expect to get their info from video blogs (11 percent to 6.5 percent).

Looking at educational levels, while TV and radio are consistent across the board, newspapers and magazines draw significantly more respondents with post-graduate degrees (78 percent, to 65 percent with some college and 52.5 percent with high school or less). That pattern – the greater the educational level, the greater the reliance on online video for information – holds steady across the range of sources on the Video Web (news video, debates and video blogs).
Based on employment status: those employed fulltime are marginally less likely to depend on TV and radio; retirees are most reliant on traditional media, print and broadcast.

The survey has a margin of error of +/- 3 percent. For a full copy of the survey results, email info@edgecommunicationsinc.com.

About ClipBlast!
Founded in 2004, ClipBlast! provides pioneering Web-wide video search that uses patent-pending technology to continuously update the largest index of video content across the Internet. ClipBlast!’s fast, easy interface gives users instant access to millions of quality, highly relevant, targeted video clips from the world’s major media brands, independent producers and individuals – video that informs, enlightens, inspires and entertains. The company is based in Agoura Hills, Calif. To learn more, visit
http://www.clipblast.com.