The Influence of Billboard Ads on voting pattern in the 2023 presidential Election in Nasarawa State, Nigeria.

Abstract

This study is aimed at examining the “Influence of Billboard ads on voting pattern in the 2023 election in Nasarawa state.” Its objectives are to evaluate the role billboard played in voters education during the 2023 presidential election; ascertaining whether billboard ads influenced electorate preference; to determine whether electorates choice of candidates was influenced by billboard ads and the advantages billboard holds over other channels of political ads. The study was Anchored on the tenents of Stimulus-Response model and two step flow of communication model. The survey method was used with the instrument of questionnaire to elicit data.Findings revealed that Billboard is the most persuasive and effective medium of Political advert campaign with a bright future. The study concluded that billboard was used extensively in creating awareness about voters candidates and their manifesto. Amongst other recommendation, The study recommended that political billboard should be strategically located in such a way that everyone gets the message.