2013 Pre-Election Awareness Survey Results

1. 2013 Pre-Election Awareness Survey Results Tyler Shymkiw Simon Fraser University

2. Primary Findings • Political knowledge primarily improved, although with some minor losses. • Youth voter knowledge appear to be higher than in older demographics. • Major decrease in reported recall of Elections BC Advertising, although this seems to be likely due to a change in the questions. • Specific medium biases in advertising are present for different age groups.

3. Demographics Survey Sample Size: 1008

4. Knowledge of the Electoral Process (1/2)

5. Knowledge of the Electoral Process (2/2)

6. Knowledge by Age Group

7. This difference levels out by 40 years old, with almost no change after 40.

8. Exposure to Advertising Only 67.8% of respondents reported seeing some form of advertisement from Elections BC, versus 96% in 2009.

9. Exposure to Advertising • The 2009 survey the question asked “In the lead up to this election, have you seen, heard, or read any Elections BC information or advertising from the following sources?” and proceeded to offer a list of alternatives. • The 2013 survey the question asked “In the weeks leading up to the election, did you see, hear, or read any Elections BC information or advertising? To be clear, we do not mean advertising by political parties or news stories about the election” but the question itself did not provide options. • The offering of possible mediums in the 2009 survey was likely to remind voters of media they had seen throughout the campaign. • The advantage of the 2013 design is that it better captures what media actually impacts eligible voters.

10. Media Notices By Age Group

11. Questions