August 17, 2016
Customizing radio messages to local markets in key battleground states is the most impactful way to swing young Independent voters in the upcoming presidential election and in critical down ballot races. That’s according to the latest report of The Local Vote 2016, the ongoing study from Katz Media Group and Nielsen to take the pulse of voters in this presidential election year and measure how various media can reach and influence the electorate. The fifth wave of information that’s been released from the study focuses on the one-in-four voters in key battleground states who are Independents. Among some of the study’s key findings:
• Radio is the #1 reaching media platform among 94% of battleground Independents, followed by broadcast TV (88%), cable TV (85%) and the mobile Internet (62%).
• Radio is also the media platform used by the most Generation X Independents in battleground states (97%).
• News/Talk/Sports Radio is listened to on a weekly basis by more Independent voters (33%) than those who watch cable news channels — CNN (23%), Fox News (15%) and MSNBC (10%).
“Independents can have a huge influence on election outcomes, and the Local Vote insights show the dominance radio has in reaching persuadable voters in battleground states,” said Pat McGee, SVP of Political Strategies for Katz Radio Group. “By combining the power of radio — the number one reaching medium for battleground Independents — with Nielsen’s Voter Ratings solution, political advertisers can precisely match voter behavior with radio listening, enabling campaigns to target key voter segments in more granular detail across each state.”
Read more details from the latest chapter of the KMG/Nielsen report HERE.
Read More HERE
