Thursday, March 3, 2016

Nielsen: Candidate Supporters Rely On Radio Most

A new study on the media habits of voters found that Bernie Sanders supporters are some of the least likely among candidates' supporters to watch cable TV in general, and cable news in particular.

Around 85 percent of those who identified at Sanders supporters in the Katz Media/Nielsen Scarborough Research Panel study said they watched cable TV in general (both entertainment and news channels), compared to 87 percent of Hillary Clinton supporters. For Marco Rubio, 92 percent of his supporters cited cable television -- the highest among decided voters -- whereas 89 percent of Donald Trump supporters used cable. Only 32 percent of Sanders supporters said they watch any of the cable news channels. Rubio supporters were the most likely to watch cable news, with 59 percent saying they do so.

Trump and Rubio supporters use the internet more than other sources of media, with 92 percent of Trump supporters and 97 percent of Rubio supporters using the internet. Ted Cruz had 96 percent of his supporters using the web while undecided voters were at 93 percent.

Undecided Republicans and Democrats were more likely to use the radio than any other medium.

Politico reports the study was conducted between Jan. 25 and Feb. 22 based on interviews with 3,000 registered voters and 1,802 likely primary goers from Colorado, Texas, Virginia, Florida, Illinois, Missouri, North Carolina, Ohio, Wisconsin and Pennsylvania.

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