Election coverage

US elections always seem to dominate the global news cycle, with celebrity endorsements, heated debates, and the latest polls at the top of every newsfeed. But are Brits genuinely engaging with the media coverage or is it just unavoidable background noise?

Celebrities take the spotlight

One reason the US election draws so much attention from around the world is the celebrity factor. Current Vice President Kamala Harris, for instance, has an impressive list of supporters including Taylor Swift, Billie Eilish, and Olivia Rodrigo, who have all taken to social media to boost her campaign. Even Hollywood stars like George Clooney, Julia Roberts, and Shonda Rhimes have thrown their weight behind Harris, while British pop star Charli XCX has joined the ranks of international endorsers.

The list of celebrities who publicly support former President Donald Trump is shorter and less glamorous, including Elon Musk, Hulk Hogan, Kid Rock, and Amber Rose, but his now-debunked claims in the debates and a second apparent assassination attempt have kept him in the headlines as well.

How engaged is the British public?

Our recent poll shows that 62% of Brits have at least some degree of interest in the coverage of the US election. This is a significant number when you consider that the voter turnout for the 2024 UK general election in July was just below 60%.

Younger generations, particularly Gen Z and millennials, show more interest in following the election in the news and on social media. However, just 12% say they’re actively engaged, while most say they’re only mildly interested (29%) or are keeping up with the news simply because it’s unavoidable (30%).

On the other hand, people over 40 are more likely to say they’re not interested (29%) or actively avoiding engagement (17%), but that still leaves more than half following the election coverage in some capacity.

And while Brits may just be watching along from the sidelines, many have a clear favourite. Across UK political party affiliations, most people in the UK are rooting for Harris to win in November.

Should UK brands engage?

With over 70% of Gen Z and millennials following election coverage, brands in the UK may be considering how much to engage with US politics at this crucial juncture.

Many brands and influencers may choose to take a politically engaged but non-partisan stance on social media. For example, Prince Harry and Meghan Markle’s Archewell Foundation issued a statement on US National Voter Registration day urging Americans to exercise their right to vote without explicitly endorsing either candidate. However, this direction may not be right for your brand unless you have a significant US-based following.

If your brand is active on social media, you might feel inclined to join in on the conversation with a topical meme or by retweeting a celebrity’s take on one of the candidates. Deciding whether this aligns with your brand and your audience requires careful thought.

For most UK-based brands, it may not make sense to engage directly with the US election. Instead, you might consider the increased attention on political news an opportunity to reach a wider audience by placing ads across publications, podcasts, and other media outlets with a political focus.

A final word

Ultimately, we all know that the outcome of the US presidential election has global repercussions. Thanks to the famous “special relationship” between the US and the UK, our country’s future is particularly closely tied to America’s – is it any wonder the election coverage feels unavoidable?

Get in touch with Clusters today to explore how our market research capabilities can help you to connect with your target audience.