Britons are sceptical that posters are an effective medium for political persuasion, according to research published yesterday by BMRB, the WPP-owned market researcher.

Few voters believe that posters influence opinions about political parties, says the survey, a mere 14% thinking they affect the way people vote.

Newspaper ads fared better in the public view, although under 25% of respondents thought they affected voting decisions. Party political broadcasts on radio and television were perceived as the most successful vote-getters.

Among non-overt party political platforms, the editorial stance of tabloid newspapers was seen as a significant influence on voting intentions, or so 45% of the populace believe. Broadsheet newspapers were also thought to wield political clout, with 32% of respondents saying they could swing public opinion.

Scraping the political barrel were online media, with only 8% of floating voters conceding that views expressed on non-party websites could influence voters.

News source: CampaignLive (UK)