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Nielsen Highlights Nuances of Smart Political Radio Advertising

“Learning how to place ads effectively on the radio could be a difference-maker for the winning candidate in 2016.”

So says Nielsen in a blog post about political advertising. Noting the ramp-up to national elections, the research company is highlighting radio’s role.

It cites a study suggesting that combining voter data with listening habits can be “a key way for candidates to connect with specific voting segments.” The company used voter segmentation data to look at how radio reaches voters with given views. It found that radio’s local approach “means that local stations attract different voter types in each market, and that these voters migrate to different stations depending on the time of day.”

Nielsen used voter registration and other data sources, and it divided Republicans and Democrats each into three “buckets” — for the GOP, those are labeled Mild, Uninvolved and Ultra Conservative, while the Dems are broken out as Conservative, Left Out and Super Democrats. Then Nielsen matched radio listeners in L.A. and Philly with voter data to examine correlations.

Overall, “The local voting data paints an important picture of the best way to reach each segment. The best choice of format is as unique to the local market as the districts and the propositions that will be voted on.”

Nielsen said its insights “give political agencies the right information at the right time to deliver their messages to reach the appropriate audience.” You can read more and learn about the methodology in the full post here.