Democratic Viewers Tend to Delayed Viewing

During initial registration, IMMI asked their panel members to identify themselves on a political spectrum ranging from strong Republican to strong Democrat. Viewing habits of the different points on the party line are becoming more important as we move into the political advertising season.

News viewers identifying themselves as strong Democrat have a greater tendency to record and play back their news programming, playing it back an average of 22 minutes later.  Democrat panel members in general are greater DVR users.  Does this mean the Democratic candidates will have to try a little harder to get their stalwarts to stop and view their ads?  Probably.

Another element for Democratic strategists to consider:  45% of our panelists who identified themselves as strong Democrats get their news from Comedy Central.  The Daily Show with Jon Stewart, and The Colbert Report combine as the most watched news show for strong Democrats. 

Most watched channel for strong Republicans is Fox News. 

These preferences may also explain the difference in delayed viewing.  Viewers watching pre-taped comedy news may be more inclined to delay it than viewers watching live news.