Brent Seaborn |
Moreover, voters across the political spectrum report that radio ads are more credible than the ads they see on the internet by a 56-35 margin, which increases to a 62-38 margin among low turnout voters. The survey, commissioned by Katz Media Group, examined how much influence radio has in the electoral marketplace. The sample size for the survey was 1,059 active voters and has a +/-3.0% margin of error.
Other key findings from the survey include:
- Swing voters spend 10% more time with radio daily than the average American voter.
- 67% of swing voters listen to FM regularly, while 14% are exclusively AM radio listeners.
- 65% of low turnout Republicans and Democrats say they listen to FM music on a regular basis.
- 61% of swing voters agree that radio is a good way for political candidates to reach them.
Stacey Lynn Schulman |
“This research illustrates that radio is both a habitual and influential medium for reaching voters who can make the difference on Election Day,” added Stacey Lynn Schulman, Executive Vice President of Strategy, Analytics & Research at Katz Media Group. “In the race for credibility, radio outshines online advertising by a wide margin in the minds of still impressionable voters.”
Click here for a memo outlining the poll results. To see the toplines and methodology: Click Here.
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