Nielsen Conducting Election Research For Radio

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The Katz Radio Group has commissioned Nielsen to conduct the research study which will focus on the local political media landscape during the primary election season, from February to April 2016. The 12-week study is called “The Local Vote 2016” and a release from Katz says that   this new data when complete will deliver “unprecedented insights and value to political advertisers’ radio campaigns during a crucial decision-making time for voters.”

Katz Media Group EVP of Strategy, Analytics and Research Stacey Schulman said, “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. 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.”

The first release of data covers three Super Tuesday states – Colorado, Texas and Virginia.   Highlights include:

>Roughly a third of all registered voters in Colorado, Texas and Virginia are still open to be influenced by political messaging. These individuals comprise the “Opportunity Vote” – registered voters who are voting in their Democratic or Republican primary but are still undecided on a candidate OR registered voters who have not yet decided if they will vote.

>Radio leads all other media in reaching the critical “Opportunity Vote” in Colorado, Texas and Virginia” (93.2%), followed by broadcast television (89.9%), cable TV (89.8%), the internet via computer (87.8%) and mobile internet (64.4%).

>One in three Opportunity Voters invest more time listening to radio than watching television.   On average, these voters listen to nearly 2 hours of radio daily (1:52), while watching less than 1 hour of TV (:52).

>In the world of audio choices, registered voters are 5X more likely to agree that radio is an appropriate place for political advertising than Pandora (32% agreement v 7%).

>Multiple Radio formats (not just News/Talk/Sports) offer a high density, political target audience for campaigns.

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