Both supporters watch different news.
The latest data from the NBC News poll reveals a sharp divide between supporters of President Joe Biden and former President Donald Trump, particularly regarding their news consumption habits. Biden enjoys strong support among voters who rely on traditional news sources such as newspapers and national network news. Conversely, Trump performs better among voters who do not follow political news at all, indicating a significant polarization in media consumption preferences among the electorate.
The findings underscore the distinct strategies employed by both candidates as they vie for another term in the White House and shed light on the apparent stability of the presidential race. The poll analyzed various forms of media consumption, including traditional platforms like newspapers and cable news, as well as digital mediums such as social media and digital websites.
Among registered voters, a majority (54%) identified themselves as primarily traditional news consumers, while 40% identified as primarily digital media consumers. In a head-to-head presidential ballot test, Biden maintains an 11-point lead among traditional news consumers, whereas Trump holds a slight advantage among digital media consumers. Notably, Trump holds a significant lead among voters who do not follow political news, with 53% supporting him compared to 27% for Biden.
Republican pollster Bill McInturff highlighted the stark contrast in voter preferences based on news consumption habits, noting a considerable lead for Biden among newspaper readers. The trend extends to perceptions of the candidates, with traditional news consumers showing more positive views of Biden compared to digital news consumers.
The data also suggests a preference for third-party candidates among voters disengaged from political news, indicating a segment of the electorate less influenced by mainstream media coverage. Despite ongoing legal challenges and controversies surrounding Trump, his support remains steadfast among this group, as noted by Democratic pollster Jeff Horwitt.
Overall, the polling data reflects the importance of traditional media consumption in shaping voting behavior, with Biden maintaining a lead among a more reliable voting bloc of traditional news consumers. Moreover, the analysis highlights the correlation between news consumption habits and voter turnout, with those less engaged with political news being less likely to participate in elections.
