The Stars Are Out. Will The Voters Be?

More than the uncertain economy and security threats will drive young voters to the polls this November. A study by Publicis Groupe’s MediaVest confirms the anecdotal evidence: Celebrities on the campaign trail are among the strongest influences.

“Political parties should look at young voters much like marketers do,” said Mary-Ellen Vincent, svp and director of insights and accountability at MediaVest. The New York agency counts Kraft, Coca-Cola and MasterFoods among its clients that target 18-24-year-olds, who exercise an estimated $890 million of annual buying power.