Analysis: Radio Reaches The Voters

Cumulus Media’s Westwood One is releasing the results of a new analysis of Edison Research’s recent quarterly release of the “Share of Ear” report highlighting the audio habits of American registered voters.

The findings represent the first time political data from Edison Research’s “Share of Ear” has been analyzed for public release. With a media landscape constantly evolving and massive budgets to be deployed in the next political season, the data showcases AM/FM radio’s influence as a reliable and powerful means of targeting important voter segments.

“To build name recognition, candidate perception, affinity, and voting intent, campaigns have to reach as many voters as possible. According to this new analysis, AM/FM radio has massive and powerful ad-supported audience shares among registered voters and key voter segments,” Suzanne Grimes, EVP, Marketing, Cumulus Media and President, Westwood One.

Highlights from the analysis include:

• Among registered voters, 80% of all daily time spent with ad-supported audio goes to AM/FM radio.
• AM/FM radio is the leading audio medium to target American voters: Among registered voters, AM/FM radio’s share of audio time spent (80%) is 11 times larger than ad-supported Pandora (7%), 20 times larger than ad-supported Spotify (4%), and 27 times larger than ad-supported SiriusXM (3%).
• AM/FM radio wins in massive shares among Independents, Republicans, and Democrats: AM/FM radio has the highest share of ad-supported audio time spent among all three major political affiliations: Independents (79%), Republicans (82%), and Democrats (78%). AM/FM radio’s share of audio time spent is massively larger than the ad-supported platforms of Pandora, Spotify, and SiriusXM.

You can read more on the Westwood One blog.