Nielsen Study Looks At Radio Use By Political Segment
October 14, 2015 at 3:59 AM (PT)
NIELSEN AUDIO has released information on a study that matched voter data to radio listening, finding the formats that reach voters in different political categories and noting that News-Talk is not always the leading option for political campaigns to reach potential voters.
The study in LOS ANGELES and PHILADELPHIA, using PPM numbers cross-referenced with EXPERIAN SIMMONS' PoliticalPersonas segmentation data, looked at three GOP categories -- Ultra Conservatives, Mild Republicans, and Uninvolved Republicans -- and three Democratic categories -- Conservative Democrats, Left Out Democrats, and Super Democrats.
The numbers for radio shift by daypart: For example, in LOS ANGELES, Mild Republicans use News-Talk in the mornings but split between News-Talk, AC, and Adult Hits in the afternoon, while Conservative Democrats are leaning towards Spanish Contemporary in the mornings with All-News and Spanish Adult Hits in the mix, and AC and Spanish Adult Hits leading for afternoons and weekends. And in both L.A. and PHILADLEPHIA, single stations tend to reach a large portion of each segment, with one station reaching a third of each category in L.A. and single radio stations reaching as much as 54% of each segment in PHILADELPHIA, which has fewer choices on the dial.
See more from the study by clicking here.