While News/Talk stations may be the most popular format on radio for political commentary, Adult Contemporary (AC) and Classic Hits also rank among the top five most popular formats for voters.
In fact, according to Nielsen, AC is one of the most popular and wide-reaching formats overall. And this popularity skews its audiences’ political preferences to mirror the national average. On average, 43% of AC radio listeners in PPM markets are independent/unregistered, the same rate as the total U.S.
Classic Hits, on the other hand, has a slightly older audience and therefore a higher concentration of registered voters (76%). Oldies has a similar audience to Classic Hits—in fact, many Classic Hits stations used to call themselves Oldies—but Oldies listeners are even more politically engaged.
Nearly 80% of Oldies listeners are registered voters. And the format attracts more listeners on either end of the political spectrum—the percentages of Super Democrats and Ultra Conservative Republicans are each three points higher than the U.S. average. But Oldies’ has the greatest concentration of Mild Republicans—12 points higher than the U.S. average.
Nielsen tips Political advertisers who look past spoken word radio will find many formats that can deliver voters of all kinds.
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