Study: Radio Generates Increases In Voter Reach

This week on a webinar, Nielsen unveiled a bombshell study sure to catch the attention of political campaigns, media strategists, and political agencies. 

Nielsen matched a massive voter file to cross platform media use and found the early use of AM/FM radio generates significant voter reach growth, especially among undecided voters.

Five key findings:

• AM/FM radio is best used as a mass voter reach platform rather than as a solution to reach tiny niches: Nielsen reveals AM/FM radio exceeds TV and CTV in voter reach among all voting segments, especially with independent/unaffiliated voters.
• Prior political media plans lose impact: The same TV/digital/CTV buy from the prior year reaches 12% fewer voters this year.
• Contrary to popular belief, CTV and digital cannot replace all of TV’s lost reach: Surprisingly, CTV and digital generate only modest voter reach lifts to the base linear TV buy.
• AM/FM radio to the rescue: Shifting 20% of the political media plan to AM/FM radio generates significant increases in voter reach overall, especially among undecideds, light TV viewers, Gen Xers, and Millennials.
• Campaigns that use AM/FM radio “early and often” benefit: The Nielsen analysis of key local races reveals early and substantial use of AM/FM radio as a mass reach platform generates impressive incremental reach in races won by narrow margins.