Nielsen: Radio Reaches Voters In Swing States
October 19, 2016 at 10:56 AM (PT)
On the latest post of its Insights blog, NIELSEN analyzes the importance of radio in reaching voters in swing states such as FLORIDA, NORTH CAROLINA and PENNSYLVANIA. The report concluded that radio's massive reach can impact both the Presidential and down-ballot races.
"Radio has the ability to reach more than 16 million voters across the major metropolitan areas of FLORIDA, NORTH CAROLINA and PENNSYLVANIA," the blog reported. "When every vote has the potential to decide an election, campaigns need more granular data. Specifically, data that highlights party affiliation. To gain insight into where a state’s radio listeners are along party lines, NIELSEN Voter Ratings recently matched voter registration data with data from NIELSEN’s Portable People Meter (PPM) panelists in the major metropolitan areas for these three critical states."
After citing examples of its reach with voters of a variety of affiliations, the report concludes, "The bottom line is this: Local radio provides both the mass reach needed to quickly inform voters just before they cast their ballots, as well as the local appeal that campaign strategists need to win an election."
Read the entire post here.