Wednesday, April 6, 2016

Nielsen: Engaged Voters Prefer News, Talk, Sports Formats

Nielsen has released new data which shows that when it comes to political commentary on the radio, most Americans, regardless of party affiliation, turn to News/Talk to hear the latest from the campaign trail. In fact, during the height of debate season and in the lead up to the first Super Tuesday of primary season, February portable people meter (PPM) listenership for the News/Talk format reached new highs.

But high levels of engagement with voters isn’t just the territory of News/Talk radio, new insights from Nielsen reveal that other spoken word stations—like All News and Sports—can effectively reach engaged political audiences. Nielsen combined PPM data and Experian’s Political Voting Behavior to determine which radio formats resonate with specific voter segments across four major voter groups—Democrats, Republicans, independents and unregistered. The study looked at listening and voting behavior of more than 70,000 panelists, aged 18 and older, in 45 major U.S. markets.

Among all listeners, preference News/Talk format ranks first for six of the 10 voter segments, including Super Democrats, Conservative Democrats, On-the-Fence Liberals, Green Traditional, Mild Republicans and Ultra Conservatives.

Whether they listened to conservative talk or liberal-leaning public radio stations, nearly nine out of 10 News/Talk radio listeners are highly engaged, registered voters, with most identifying as Mild Republicans or Super Democrats.

The analysis conducted by Nielsen also found that 28% of News/Talk radio listeners in PPM markets are independent or unregistered.

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