(10/12/2012 7:32:07 AM)
I looked at THE MEDIA AUDIT's 34,048 18+ Independent Voting respondents in the swing states of CO, FL, IA, NV, NH, NC, OH, VA, and WI. 18.3% of the Voters in these 9 electoral college swing states claimed to be Independent. 54.3% were Male, 45.7% were Female. The Median Independent Voter was White, 48, with a HH Income of $56,012. 43.2% had college degrees.
Radio reached 83.9% of these people weekly. TV 88.1%. These voters who will decide our Presidential election spend 161.9 minutes per day with Radio, and 91.5 minutes per day with Broadcast TV, 83.1 minutes per day watching Cable Networks. So Radio represents 23% of the total Media Day to reach Independent Voters vs. 13% for TV, and 11.8% for Cable. Campaign strategists are clearly missing the boat by not loading up on Radio. But it's still not too late.
The best Radio formats for campaigns to jump on in the 2012 Swing States are Country... reaching 17.4%, Classic Rock...reaching 11%, Sports...reaching 10.5%, CHR...reaching 9.1%, Hot AC...reaching 8.9%, Dance, Oldies, Classic Hits, and New Rock also score high. Over 20-27% ofthe listeners to these formats are Independent Voters. It makes sense because they are formatically apolitical yet have educated listeners who go to the polls.
RADIO can be the "secret weapon" for the campaign that loads up on these formats in not only the swing states but in every market where there's at least a 9 point or less advantage one way or the other for an issue or candidate. If they do, with the right message, they will surely win.
Thank you.
Sincerely,
Mike Bustell
EVP International Demographics
THE MEDIA AUDIT
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