Key insights presented by Cint showed how social media platforms, candidate branding, and celebrity endorsements vary in influence across generations, with younger voters often open to political messages from influencers, while older generations, especially Boomers, remain largely resistant.
The “Deepfakes, TikTok and Political Ads: Media Influence on the Upcoming Election” session, hosted by Advertising Week in partnership with Cint, dove into the powerful role media plays in shaping voter behavior ahead of critical elections. Led by Ariel Madway, Director of Events Marketing at Cint, and Katie Ingram, Director of Advertising Week Europe, the discussion highlighted findings from Cint’s recent studies, which focused on the U.S. and U.K. political landscapes. The main focus was the U.S. election, set against a dynamic backdrop of global elections occurring in 64 countries, representing nearly half of the world’s population.
The session began with an overview of Cint and its longstanding partnership with Advertising Week, which has enabled annual studies on current global issues—such as AI’s role in the workplace and, this year, the relationship between media influence and political engagement. Ariel explained Cint’s methodology, which included two rounds of surveys: one in April and another in September. These surveys included a sample of 2,000 U.S. voters, representative of key demographic factors, and allowed researchers to compare shifts in sentiment over time, offering insights through the lenses of generation, geography, political alignment, and industry.
Katie noted that the political landscape’s rapid changes, including shifts in U.S. and U.K. leadership, underscore the importance of ongoing research in capturing public sentiment. Ariel added that repeated studies are essential to detect trends over time, given the complex, evolving nature of public opinion.
Key Findings and Themes:
Fear of AI and Deepfake Misinformation:
One of the central findings was widespread concern over AI’s potential to spread misinformation. Ninety percent of U.S. respondents expressed worry about AI-fueled misinformation, a sentiment consistent in the U.K. survey. Only 10% were unconcerned, and just 5% of respondents familiar with deepfakes felt similarly. This concern spanned all age groups, underscoring the unique anxieties AI presents in the context of election integrity.
The Role of TikTok and Generational Trust:
The study explored media influence on Gen Z, revealing that TikTok occupies a paradoxical space—it’s both the most trusted and least trusted platform among Gen Z for political news. This cycle of distrust and influence signifies a complex relationship between younger voters and digital information sources. Ariel noted a significant shift in the platform preferences of older generations: while Facebook was the top election news source for Millennials in April, YouTube had taken the lead by September, suggesting a trend toward long-form content closer to election day.
Political Ads and Generational Influence:
Political advertisements retain varied influence across age groups. Gen Z stands out, with 60% saying they would be influenced by political ads. In contrast, 50% of Boomers stated they would not be influenced at all. The study also highlighted how individuals in Advertising and Marketing were more likely to trust content in political ads than other sectors, with 51% expressing trust—a slight decrease from 72% in April.
Candidate Social Media Presence and Personal Branding:
The research underscored the rising importance of candidates’ social media personas. Over 60% of professionals in marketing, advertising, and tech reported that a candidate’s strong social media presence would influence their vote, with Gen Z and Millennials favoring candidates who engage with meme culture. Meanwhile, Republicans were least supportive of this trend. This mirrors the broader theme of personal branding seen at the conference, emphasizing social media’s power as a tool for political engagement.
Celebrity and Influencer Endorsements:
Celebrity endorsements also impact voters, though not uniformly. A majority of Gen Z and Millennials indicated they were likely to be influenced by celebrities’ political stances, while Gen X and Boomers reported a far lower likelihood. The discussion touched on a recent example: Taylor Swift’s endorsement of Kamala Harris, which ignited both support and backlash, illustrating the mixed reception to celebrity involvement in politics.
Consumer Brands and Political Alignment:
The role of consumer brands in politics has increasingly influenced consumer behavior. Gen Z was divided on brands taking political stands, while Millennials generally favored it. Boomer respondents, however, were largely resistant, with 70% stating they were unlikely to be swayed. Democrats were found to be more supportive of values-aligned brands, while Boomers were the most inclined to withdraw support from brands not aligned with their values.
Conclusion
The wrap-up emphasized notable demographic differences: distinct generational habits regarding media consumption, variable trust in the media, and differing degrees of political influence on consumer choices. There was general agreement, however, on a pervasive fear of AI-driven misinformation across the board. As a final note, participants were reminded that a full report would be distributed post-session, offering a deeper dive into the data points discussed.
