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Radio Delivers Voters
The media landscape is changing – radio can help political campaigns cut through the clutter.
Reach a massive, engaged, diverse audience
Capture a politically influential audience
Supplement TV & digital campaigns
Target voters with new sophisticated tools
Here’s how.
Radio is key to reaching voters
Reach a massive, engaged, diverse
audience
As America’s #1 mass reach medium, radio reaches the American electorate
Source: RADAR 128, March 2016, All Radio Stations, Weekly Cume, Mon-Sun 12m-12m
225 millionadults 18+ reached weekly
Radio reaches a captive audiencein the car
“Television viewers can tune out, and
online audiences can scroll by or click
‘skip this ad.’ But radio listeners, stuck in
their cars for long stretches, may be the
closest thing to a captive audience for
political commercials.”
-
Source: The New York Times, December 3, 2015.
AM/FM radio is the #1 way to reach people in the car
Source: Edison Research, “Share of Ear,” Q3-Q4 2015, Q1-Q2 2016. Persons 18+
AM/FM
Radio
71%
SiriusXM
15%
Owned
Music
10%
Spotify
1%
Pandora
1%
Podcasts
1%Other
Streaming
Audio 1%Other
1%
Share ofaudio time spent in a
car
In an average day, Americans spend 53 minutes listening to
AM/FM radio in the car.
53
minutes
Capture a politically influential audience
Radio reaches politicallyinfluential individuals
Politically influential Americans, who can sway the votes of others in their social circles and communities, consider radio an
informative source.
Source: 2015 GfK MRI Base: Adults 18+. Radio is a “good source of learning,” “makes me think,” “keeps me informed/up-to-date” and “gives me good ideas.” Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame.
Radio is the soundtrack of American workers, who influence other voters
Voters who work are …
12%more likely than
the average adult to be a heavy radio listener
15%more likely than the average adult to be politically super
influential with others
Source: GfK MRI Spring 2015. Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame. *Projection relatively unstable.
Those whom others trust for political advice trust radio
Source: GfK MRI Spring 2015. Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame. *Projection relatively unstable.
149
188
100 97*95
77
112 116
74 70
Politics: Category Influentials Politics: Super Influentials
Radio Magazines Newspapers Internet TV
Medium trusted most, indexed to all adults 18+
Voterswho work are
How to read: Adults 18+ who are super influential when it comes to politics are 88% more likely than the average Adult to trust radio the most.
As education level increases, radio becomesan even more influential source for politics
Source: “The 2016 Presidential Campaign – a News Event That’s Hard to Miss” (Pew Research Center 2/16).TV percentage is an average of Cable TV News, Local TV News, and Network News.
60%
53%
46%
36%
45%
54%
High school or less Some college College graduates
TV Radio
% who used each medium to learn about the 2016 presidential election in the past week
College graduates are
more likely to turnto radio for election
news andinformation
17%
Radio is a consistent source of political information across generations
11%
13% 13%
18-29
Millennials
30-49
Gen X
50-64
Boomers
% who learned the most about the 2016 presidential election in the past week from radio
Source: “The 2016 Presidential Campaign – a News Event That’s Hard to Miss” (Pew Research Center 2/16)
Supplement TV & digital campaigns
Source: Vox Populi Polling study of 1,056 active voters. September 2014.
Radio ads are more believable than digital ads
Q: When it comes to ads for political candidates, which ads do you find more believable?
Swing voters
All registered voters
Ads you see online +60%
Ads you see online +37%
Ads you hear on the radio
Ads you hear on the radio
Source: The Local Vote 2016. Katz Media Group/Nielsen study of registered voters in the March 1st and March 15th primary states of Texas, Colorado, Virginia, Florida, Illinois, Missouri, North Carolina and Ohio. Analysis based on 3,000 registeredvoters and 1,802 likely primary-goers. Interviews conducted January 25 to February 22, 2016.
% of voters who agree that social media is a good place to reach people like them with political messages
29%
37%40% 40%
47% 49%
62%
Undecided
Republicans
Undecided
Democrats
Hillary
Clinton
Marco
Rubio
Donald
Trump
Ted
Cruz
Bernie
Sanders
UNDECIDED DECIDED
Social media is not the place to influence undecided voters
Radio is less cluttered than TV
“Want to find a basket full of white noise, go to your Iowa TV set.”- Doug Watts, spokesman for Ben Carson’s campaign
“Radio ads may be more effective at getting a candidate’s message through to its intended audience, some campaign strategists said.”
-
Source: The New York Times, December 3, 2015.
Radio supplements TVpolitical campaigns
Candidates can use radio to reach voters who don’t watch local TV news
Source: 2015 Spring GfK MRI. Base: Adults 18+.
Scarborough USA+ (Current 6 Months Only) 2015 Release 2 Current (Feb 2015 - Oct 2015), A18+
TV sold out? Over 6 out of 10 Fox News TV viewers are reached through key radio formats
Source: Scarborough USA+ (Current 6 Months Only) 2015 Release 2 Current (Feb 2015 - Oct 2015), A18+
Of all adults 18+ who have watched Fox News TV Channel in the past 7 days, 63% listen to AC, CHR, Country, News/Talk, or Sports.
Country News/Talk
Adult Contemporary
Contemporary Hits
Sports
Target voters with new sophisticated
tools
Nielsen’s Voter Ratings service offers sophisticated voter targeting for radio
Nielsen matches the Portable People Meter panel currency with PoliticalPersonas data from Experian Simmons® by way of a 3rd party blind match to create voter ratings for encoded radio stations in the selected markets.
Now, for the first time ever, Nielsen is introducing a voter ratings system of metrics based on voting behavior across political segments.
Matched Audience
PORTABLE PEOPLE METER
AUDIENCE DATA
EXPERIAN SIMMONS® POLITICAL PERSONAS
Source: Experian Marketing Services’ Simmons National Consumer Study
Nielsen’s Voter Ratings: 8 distinct segments to target voters
How to read: 12% of the total U.S. audience falls in the “On the Fence Liberals” segment.
% of U.S. adults classified into each segment
Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen PPM, Q4 2015
Target the 4 main politicalsegments with radio
Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen PPM, Q4 2015
How to read: Radio reaches 92% of Super Democrats in the total PPM markets.
% of Nielsen voter rating segments reached by radio
Radio delivers massive reach across all political party segments
Nielsen political radio format planner
Democrats Independents Republicans
Format groups Nielsen radio format share of listening by political target
Spoken Word
News/Talk 17% 21% 22%
Sports 5% 7% 8%
Contemporary
Contemporary Hit Radio 11% 12% 10%
Adult Contemporary 16% 22% 21%
Rock
Album-Oriented/Classic 6% 9% 8%
Rock 5% 4% 7%
Adult
Classical 2% 3% 2%
Country 6% 6% 10%
Oldies 5% 8% 6%
Religion 3% 1% 3%
Ethnic Targeted
Spanish 8% 2% 1%
Urban 14% 4% 4%
Source: Nielsen PPM AQH, Q2 2015, format shares for all stations across 18 major markets with any index data (>0) for P18+; percentages might not add up to 100 due to rounding
How to read: Among Democratic voters, 17% of listening goes to News/Talk stations. Read down the column of each political segment to find format audience shares.
Nielsen political radio format planner
Source: Nielsen PPM AQH, Q2 2015, format index averages for all stations across 18 major markets with any index data (>0) for P18+.
Democrats Independents Republicans
Format groups Average Nielsen Voter Rating index by radio format
Spoken Word
News/Talk 118 130 141
Sports 93 123 132
Contemporary
Contemporary Hit 91 78 68
Adult Contemporary 88 122 110
Rock
Album-oriented/Classic 89 119 98
Rock 90 104 106
Adult
Classical 122 100 150
Country 91 127 113
Oldies 108 134 92
Religion 108 108 71
Ethnic Targeted
Spanish 80 9 0
Urban 135 42 28
How to read: Here we look at ratings indices. Among Democratic voters, ratings to News/Talk radio stations are 18% higher than the overall News/Talk rating.
Reach Democratic voters on 4 key radio formats
Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen AQH Q2 2015, A18+, M-SU 6a-12m, Averaging indices for
Democratic segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.
Nielsen Democratic voter format rating indexed to overall rating
Among Democratic voters, ratings to Urban radio stations are 35% higher than the overall Urban rating. These four radio formats are a rich source of Democratic voter rating points.
135
118108 108
Urban News/Talk Oldies Religion
Reach crucial Swing/Independent voterson 6 key radio formats
Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen AQH Q2 2015, A18+, M-SU 6a-12m, Averaging indices for
Independent segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.
Nielsen Independent voter format rating indexed to overall rating
Among Independent voters, ratings to Oldies radio stations are 34% higher than the overall Oldies rating. These six radio formats are a rich source of Independent voter rating points.
134 130 127 123 122 119
Oldies News/Talk Country Sports AC AOR/
Classic Rock
Reach Republican voters on 5 key radio formats
Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen AQH Q2 2015, A18+, M-SU 6a-12m, Averaging indices for
Republican segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.
Nielsen Republican voter format rating indexed to overall rating
Among Republican voters, ratings to News/Talk radio stations are 41% higher than the overall News/Talk rating. These five radio formats are a rich source of Republican voter rating points.
141132
113 110 106
News/Talk Sports Country AC Rock
Benefits of radio for political campaigns
• Mass reach: radio reaches 90% of voters in America.
• Diverse: radio reaches voters across all formats.
• Engaging: radio reaches a captive audience in the car.
• Influential: radio reaches politically minded listeners.
• Effective: radio cuts through the clutter of TV and digital.
• Targeted: new Nielsen tools target voters where they listen.
• Affordable: radio is more cost-effective than other media.
“When I was a candidate running for
office, I always got the most comments about
my radio ads.”
Mike Rogers, former U.S. representative for Michigan’s 8th congressional district and former chairman of the House Intelligence Committee
Make an impact with radio ads
Thank You
For more: westwoodone.com/blog