Katz-Nielsen 'Local Vote 2016' Study Releases First Findings
February 16, 2016 at 11:09 AM (PT)
A NIELSEN AUDIO study of political media commissioned by KATZ RADIO GROUP, “The Local Vote 2016,” has released the first batch of data in its examination of political ads during the FEBRUARY through APRIL primary period. The rep firm plans to release four reports over the 12-week period, covering 10 states.
The initial findings cover three SUPER TUESDAY states, COLORADO, TEXAS and VIRGINIA, and show that about a third of registered voters in the three states, the "Opportunity Vote," are still either undecided on a candidate or undecided on whether they'll vote, and thus open to be influenced by political messaging. And for these voters, radio leads all other media in reach, with 93.2% in the three states, followed by 89.9% for broadcast TV, 89.8% for cable, 87.8% for the Internet via computer, and 64.4% via mobile Internet.
One in three spend more time with radio than TV, listening to an hour and 52 minutes of radio per day and watching 52 minutes of TV. Registered voters are five times more likely to agree that radio is an appropriate place for political advertising than PANDORA (32% vs. 7%).
“KATZ’s ‘Local Vote’ initiative was developed precisely for political advertisers who are seeking new insight into affecting voting outcomes at the local and national level. The power of NIELSEN’s SCARBOROUGH and Voter Ratings data combined with KATZ’s access to 239 million radio listeners provides the granular targeting they need at broadcast scale,” said KMG EVP/Strategy, Analytics and Research STACEY SCHULMAN. “With $6 billion expected to be spent this election year, political campaigns will benefit from the ability to tie voter opinions close to the primary dates to a rich, respondent-level database of media behaviors."