Nielsen, Katz Radio Group Ink Voter Ratings Deal
October 20, 2015 at 7:47 AM (PT)
NIELSEN has inked a deal to license its Voter Ratings service to KATZ RADIO GROUP, which will use the data from all 48 radio Portable People Meter (PPM) markets to analyze how radio reaches voters with specific political views. The Voter Ratings service breaks out PPM numbers by political party affiliation to help stations more effectively sell political ads.
“Radio’s ability to meaningfully connect with the American electorate has been under-leveraged in the political advertising sector,” said KATZ MEDIA GROUP EVP/Strategy and Analytics STACEY LYNN SCHULMAN. “Layering our listeners’ passions with NIELSEN’s advanced political targeting provides candidates with an exciting new opportunity to engage voters in 2016.”
CUMULUS/WESTWOOD ONE Chief Marketing Officer PIERRE BOUVARD said, “Recently during Advertising Week, JIM STENGEL, the former CEO of PROCTER & GAMBLE, said: ‘Marketing in the modern world simply will not work without data.’ Today, KATZ and the American radio industry boldly launch a powerful data-driven voter-targeting platform. Adults 25-54 is not a demographic, it’s a family reunion. These 10 political segments, based on actual voter behavior, are far more precise than broad age and sex demographics. Campaigns can now find their voter targets on the right radio format, station and dayparts."
“Political data and insights are critical in demonstrating radio's capabilities to help the industry gain its share of campaign ad dollars,” said iHEARTMEDIA Pres./Insights, Research and Data Analytics RADHA SUBRAMANYAM. “NIELSEN data is also one of the key elements powering the iHEARTMEDIA ‘AuDiO’ optimization tool, which launched last year and enables us to precisely target key voter segments nationwide.”
“All politics are local and this election season everyone is looking to maximize their political ad dollars by reaching the right voters at the right time,” said NIELSEN EVP/Managing Dir. MATT O'GRADY. “Using NIELSEN’s Voter Ratings solution, our clients can more effectively sell their stations by providing a comprehensive and precise view of which key voters segments are listening.”