Radio representation company and iHeartMedia subsidiary Katz Radio Group has signed an agreement to license Nielsen’s Voter Ratings service for all 48 Portable People Meter radio markets.
“Radio’s ability to meaningfully connect with the American electorate has been underleveraged in the political advertising sector,” said Stacey Lynn Schulman, executive vice president of strategy and analytics at Katz Media Group. “Layering our listeners’ passions with Nielsen’s advanced political targeting provides candidates with an exciting new opportunity to engage voters in 2016.”
The service combines Nielsen Audio’s PPM data with key voter categories to offer insights, broken out by political views among Democrats, Republicans, independents and unregistered adults. This will provide understanding of how radio reaches voters with specific political views, a release says.
“Political data and insights are critical in demonstrating radio’s capabilities to help the industry gain its share of campaign ad dollars,” said Radha Subramanyam, iHeartMedia’s president of insights, research and data analytics. “Nielsen data is also one of the key elements powering the iHeartMedia ‘AuDiO’ optimization tool, which launched last year and enables us to precisely target key voter segments nationwide.”
Nielsen provides political ratings in the top 48 audio metros and the top 56 television designated market areas with reporting at the station and daypart levels.