Katz: Study Reaffirms Radio Reaches Voters


The Katz Media Group is arming radio managers and sellers with more data to back up how important a role radio can play in the 2016 election. Katz released its third report as part of “The Local Vote 2016”– a single-source tool commissioned with Nielsen for matching current voter intentions with media behavior. Wave three of the study focused on Independents. Here are some of the results from the Katz report.

  • Across the nine states that Katz Media Group has studied to date, radio consistently reaches the most primary-goers regardless of party affiliation: Democrats (94%), Republicans (94%), and Independents (95%).
  • Among Independents, radio is used by a larger percentage each week (95%) than broadcast TV (88%), or cable TV (86%). In fact, as many Independents listen to News/Talk/Sports radio stations (41%) than watch any national cable news channel (40%).
  • More Independents engage with a diverse set of radio formats such as Adult Contemporary (38%), Rock (36%), Country (32%), Classic Hits (29%), and Contemporary Hits (28%) than watch national cable channels like CNN (25%), Fox News (19%), and MSNBC (12%).
  • Nearly four out of 10 eligible Wisconsin voters (38%) are undecided about their choice of candidate or whether they will go to the polls. This large slice of the electorate (called the “Opportunity Vote”) is primed for political messaging.
  • Seven out of 10 Opportunity Voters in Wisconsin believe radio advertising is a good way for political candidates to speak to them.
  • Early polling in Wisconsin shows Bernie Sanders with a nine-point lead over Hillary Clinton (41% vs. 32%), but 27% of Democratic primary-goers are still undecided on who to cast a ballot for. Meanwhile, the Republican race is hotly contested with no clear frontrunner. Among Wisconsin Republican primary-goers, a whopping 41% are still undecided on who they are voting for.

Katz says the 12-week study is designed to capture Americans’ most current political viewpoints and voting preferences within key states two weeks prior to its primary election, releasing four comprehensive reports from February to April.


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