Latest Data From Katz Media Group 'Local Vote' Study Looks At Independent Primary Voters
March 28, 2016 at 12:02 PM (PT)
The third release of data from "The Local Vote 2016," an analysis of 12 weeks of SCARBOROUGH data commissioned from NIELSEN by KATZ MEDIA GROUP, looks at radio's influence among independent voters.
In the new data, compiled across nine states, radio is shown to reach the most primary voters regardless of party affiliation -- Democrats 94%, Republicans 94%, and Independents 95%. Radio's 95% reach with those voters exceeds broadcast TV (88%) or cable TV (86%). Also, as many Independents listen to News-Talk-Sports radio stations (41%) than watch any national cable news channel (40%).
Among other formats heard by Independents, AC (38%), Rock (36%), Country (32%), Classic Hits (29%) and Top 40 (28%) reach more than national cable channels like CNN (25%), Fox News (19%) and MSNBC (12%).
Looking at the WISCONSIN primary, almost four of every 10 eligible voters remain undecided, which KATZ notes makes them "primed for political messaging."
“The KATZ ‘Local Vote’ initiative is designed to unearth valuable in-time insights to help political advertisers effectively use media to engage voters during a crucial decision-making time,” said KATZ EVP/Strategy, Analytics and Research STACEY SCHULMAN. “As we look deeper at voter behaviors across the media spectrum, radio continues to stand out as a cost-efficient, targetable medium for effective campaign advertising.”