Nielsen: Politicians Can Reach Millennials Via Music

Nielsen reports emerging social media platforms are clearly one way connect with younger voters—which is why even Bernie Sanders is now Snapchatting—one of the most effective channels may actually be one of the oldest: music.

To be sure, these Millennials (aged 18-34) are not easy to reach. This group is more multicultural and educated compared to earlier generations. And they have a wide-range of eclectic tastes that often make both traditional and experimental outreach efforts ineffective.

However, approaching this group appropriately can have a huge payoff. Millennials comprise a quarter of the U.S. population, and nearly three-quarters (73%) say they have some affiliation with a political party.

Overall, according to the Millennial Music Listener Audience Insights report, Millennials are almost twice as likely to be Democrats than Republicans (32% vs. 17%), but large segments also either identify as independents (24%) or as indifferent/unaffiliated (23%). In other words, they represent large, important blocks of both affiliated and undecided voters.

Social media plays an important role in live music discovery for Millennials, as it does in many parts of their lives. And more than half of Millennials who attend live music events say they use social networks to uncover new events.

While digital channels have a big impact, traditional radio remains influential as well: 58% of Democrat Millennials, 68% of Republican Millennials, and 56% of independent and unaffiliated Millennials say they discover new music via FM, AM or satellite radio.