Nielsen Study Looks At Radio Use By Political Segment

Study

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.

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