2016 NIELSEN AUDIO VOTER RATINGS - Digital...

ANYTOWN, USA

2016 NIELSEN AUDIO VOTER RATINGS

NIELSEN VOTER RATINGS - HOW IT WORKS

Nielsen matches the Portable People Meter panel currency with PoliticalPersonas data from Experian Simmons® by way of a 3rd party blind match to create voter ratings for encoded radio stations in the selected markets. The result: a rating system for stations based on political personas.

Matched Audience

PORTABLE PEOPLE METER AUDIENCE DATA

EXPERIAN SIMMONS® POLITICAL PERSONAS


28%

6%

11%

11%

10%

13%

3%

10%

0.5% 7%

UNCONNECTED & UNREGISTERED

INFORMED, BUT

UNREGISTERED

SUPER DEMOCRATS LEFT OUT

DEMOCRATS

CONSERVATIVE DEMOCRATS

ON THE FENCE LIBERALS

GREEN TRADITIONALS

UNINVOLVED REPUBLICANS

MILD REPUBLICANS

ULTRA CONSERVATIVES

PERCENT OF ANYTOWN USA METRO PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 ‘15

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM

THE VALUE OF REACHING EACH POLITICAL PERSONA

Conservative Democrats: This group is well informed on issues but has the most conservative views of all democrats. This group is most likely to vote across party lines and represents the biggest swing vote within the Democratic party. Left Out Democrats: This group is important to reach because they are “middle-of-the-road” democrats and are not very engaged in the majority of political issues and need to be informed through advertising. Super Democrats: Especially important to reach in primary elections, this is the most democratic base with very liberal views. Green Traditionals: It is important to reach this independent group with the correct message. This group of independent voters lean right on many issues except the environment. On the Fence Liberals: It is important to reach this group of registered independent. They don’t have strong feelings on many issues and can be swayed. Mild Republicans: It is important to reach this group which are the least conservative republicans and represent the swing vote for many democrats. Uninvolved Republicans: This group is important to reach because they are not engaged in much of the issues but espouse right-leaning views and can be swayed with the right messaging. Ultra Conservative: This is the heart of the conservatives and is especially important in primary elections.

TOP STATIONS FOR REACHING DEMOCRATS

Super Democrats

Rank Station Format AQH

Rating

AQH

Persons

1 _ All Sports 0.9 2200

2 _ Active Rock 0.8 1900

3 _ Adult

Contemporary 0.7 1700

4 _ Country 0.6 1500

5 _ Classic Rock 0.6 1500

6 _ News Talk

Information 0.5 1200

7 _

Pop

Contemporary

Hit Radio 0.5 1200

8 _ Urban


9 _ Adult Hits 0.5 1100

10 _ Hot Adult


ADULTS 18+

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Persons 18+, Mon-Fri 6a-7p

Left Out Democrats


Rating

AQH

Persons

1 _ Urban Adult


2 _ Urban


3 _ Gospel 1 2000

4 _ Adult


5 _

Pop

Contemporary

Hit Radio 0.7 1400

6 _ Contemporary

Christian 0.6 1300

7 _ News Talk


8 _ Hot Adult


9 _ News Talk

Information 0.4 800

10 _ All Sports 0.3 700

Conservative Democrats


Rating

AQH

Persons

1 _ Country 1.3 2600

2 _ Adult


3 _ Urban Adult


4 _ Gospel 0.7 1400

5 _ Classical 0.6 1200

6 _ News Talk


7 _ Hot Adult


8 _ All Sports 0.5 1100


10 _ Contemporary

Christian 0.4 900

TOP STATIONS FOR REACHING INDEPENDENTS ADULTS 18+


On the Fence Liberals


Rating

AQH

Persons

1 _ News Talk


2 _ Country 1.2 3100

3 _ Adult

Contemporary 1 2700

4 _ Adult Hits 0.9 2300

5 _ Hot Adult


6 _

Pop

Contemporary

Hit Radio

0.7 1900

7 _ News Talk


8 _ All Sports 0.5 1300



Green Traditionals


Rating

AQH

Persons

1 _ Adult


2 _ News Talk

Information 0.2 800

3 _ Country 1.8 400

4 _ All Sports 0.5 400

5 _ Urban Adult


6 _ Adult Hits 0.4 300

7 _

Pop

Contemporary

Hit Radio

0.7 200


9 _ Contemporary

Christian 1.5 200

10 _ Contemporary

Inspirational 0.7 200

ADULTS 18+


Mild Republicans


Rating

AQH

Persons

1 _ News Talk


2 _ Country 1.3 3100

3 _ Adult


4 _ Adult Hits 1 2300

5 _ Hot Adult


6 _

Pop

Contemporary

Hit Radio

0.7 1900

7 _ News Talk


8 _ All Sports 0.5 1300



Ultra Conservatives


Rating

AQH

Persons

1 _ News Talk


2 _ Adult


3 _ Country 1.2 1600

4 _ Contemporary

Christian 1 1400

5 _ News Talk




8 _ Hot Adult


9 _ Gospel 0.6 800

10 _

Pop

Contemporary

Hit Radio

0.4 600

TOP STATIONS FOR REACHING REPUBLICANS

TOP STATIONS FOR REACHING UNREGISTERED VOTERS ADULTS 18+

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Q4 2015, Persons 18+, AQH Rating; Mon-Fri 6a-7p

Unregistered


Rating

AQH

Persons

1 _ Adult


2 _ Classic Hits 0.6 4800

3 _ Adult Hits 0.6 4700



6 _ Mexican

Regional 0.6 4400

7 _ Mexican

Regional 0.6 4300

8 _ Mexican

Regional 0.6 4300

9 _ Country 0.5 4100

10 _ Hot Adult


TOP STATIONS FOR REACHING BLACKS BLACKS 18+

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Blacks 18+, Mon-Fri 6a-7p

Democrats


Rating

AQH

Persons

1 _ Urban Adult


2 _ Gospel 1.4 3400

3 _ Urban


4 _ Contemporary

Christian 0.8 1900

5 _ Adult


6 _ News Talk

Information 0.3 800

7 _

Pop

Contemporary

Hit Radio

0.3 800


9 _ News Talk

Information 0.3 600

10 _ News Talk

Information 0.3 600

Unregistered


Rating

AQH

Persons

1 _

Pop

Contemporary

Hit Radio

2.3 1400

2 _ Adult Hits 1.8 1100

3 _ Rhythmic Oldies 1.6 1000

4 _

Rhythmic

Contemporary

Hit Radio

1.5 900


6 _ Contemporary

Christian 1.3 800

7 _ Classic Hits 0.8 500

8 _ News Talk

Information 0.6 400

9 _ Adult


10 _

Rhythmic

Contemporary

Hit Radio

0.5 300

TOP STATIONS FOR REACHING DEMOCRATS

Super Democrats


Rating

AQH

Persons

1 _ All Sports 0.9 1800

2 _ Adult




5 _ Country 0.7 1300

6 _ News Talk


7 _ News Talk


8 _ Adult Hits 0.5 1000

9 _ Urban


10 _ Hot Adult


ADULTS 35+


Left Out Democrats


Rating

AQH

Persons

1 _ Urban Adult


2 _ Gospel 1.5 2000

3 _ Urban


4 _ Contemporary

Christian 1 1300

5 _ Adult


6 _

Pop

Contemporary

Hit Radio

0.7 900

7 _ News Talk

Information 0.6 800

8 _ Hot Adult


9 _ News Talk

Information 0.6 800

10 _ All Sports 0.4 600

Conservative Democrats


Rating

AQH

Persons

1 _ Country 1.2 2300

2 _ Adult


3 _ Urban Adult


4 _ Gospel 0.7 1400

5 _ Classical 0.6 1200

6 _ News Talk



8 _ Hot Adult



10 _ News Talk

Information 0.5 900

ADULTS 35+


On the Fence Liberals


Rating

AQH

Persons

1 _ News Talk


2 _ Country 1.1 2100

3 _ Adult


4 _ Adult Hits 0.9 1800

5 _ Hot Adult


6 _ News Talk


7 _

Pop

Contemporary

Hit Radio

0.5 1000

8 _ Urban Adult


9 _ Urban


10 _ Contemporary

Christian 0.4 700

TOP STATIONS FOR REACHING INDEPENDENTS

ADULTS 35+


Mild Republicans


Rating

AQH

Persons

1 _ All Sports 1.5 2600

2 _ Adult


3 _ Country 1.1 2000


5 _ Adult Hits 0.8 1400

6 _ Hot Adult


7 _ News Talk



9 _ News Talk

Information 0.5 800

10 _ Contemporary

Christian 0.4 700

Ultra Conservatives


Rating

AQH

Persons

1 _ News Talk


2 _ Country 1.3 1600

3 _ Adult

Contemporary 1 1200

4 _ Contemporary

Christian 1 1200

5 _ News Talk




8 _ Gospel 0.6 800

9 _ Hot Adult


10 _ Urban Adult


TOP STATIONS FOR REACHING REPUBLICANS

TOP STATIONS FOR REACHING BLACKS BLACKS 35+

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Blacks 35+, Mon-Fri 6a-7p

Democrats


Rating

AQH

Persons

1 _ Urban Adult


2 _ Gospel 1.8 3300

3 _ Urban


4 _ Contemporary

Christian 1 1800

5 _ Adult


6 _ News Talk

Information 0.4 800

7 _

Pop

Contemporary

Hit Radio

0.4 700

8 _ News Talk

Information 0.3 600


10 _ News Talk

Information 0.3 500

OTHER POLITICAL SEGMENTS

With less than 5.0% of ANYTOWN,USA adults estimated to meet

these political descriptions, the following population segments are too

small to meet Nielsen’s reliability requirements for reporting.

Uninvolved Conservatives

Station Format AQH

Rating

ADULTS 18+

Republicans

Station Format AQH

Rating

Independents

Station Format AQH

Rating

Democrats

Station Format AQH

Rating

BLACK ADULTS 18+/35+

Republicans

Station Format AQH

Rating

HISPANIC ADULTS 18+/35+

Independents

Station Format AQH

Rating Green Traditionals

Station Format AQH

Rating

ADULTS 35+

Uninvolved Conservatives

Station Format AQH

Rating

Unregistered

Station Format AQH

Rating

Unregistered

Station Format AQH

Rating

Unregistered

Station Format AQH

Rating

BLACK ADULTS 35+

NIELSEN VOTER RATINGS GROUP/STATION NAME

[MARKET NAME]


13%

3%

11%

7%

17% 19%

3%

13%

0.0%

15%

UNCONNECTED & UNREGISTERED

INFORMED, BUT

UNREGISTERED

SUPER DEMOCRATS

LEFT OUT DEMOCRATS



GREEN TRADITIONALS


MILD REPUBLICANS

ULTRA CONSERVATIVES

PERCENT OF WAAA-FM PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 ‘15


*$500 per additional station


28%

5%

14%

9% 6%

15%

2%

15%

0.4% 7% UNCONNECTED

& UNREGISTERED

INFORMED, BUT

UNREGISTERED

SUPER DEMOCRATS LEFT OUT

DEMOCRATS



GREEN TRADITIONALS


MILD REPUBLICANS

ULTRA CONSERVATIVES

PERCENT OF WBBB-FM PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 ‘15


*$500 per additional station

STATION DEMO RANKERS

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Mon-Fri 6a-7p

Super Democrats Adults 25-54


Rating

AQH

Persons

1 WEEE-FM Active Rock 1.4 1900

2 WBBB-FM All Sports 1.3 1700

3 WCCC-FM

Pop

Contemporary

Hit Radio

0.9 1200

4 WDDD-FM Urban


5 WAAA-FM Adult


6 WFFF-FM Hot Adult


7 WGGG-FM Country 0.4 600

8 WHHH-FM Adult Hits 0.4 600

9 WIII-FM Urban Adult


10 WJJJ-FM Classic Rock 0.4 500

On the Fence Liberals Adults 18-49


Rating

AQH

Persons

1 WAAA-FM Adult



3 WFFF-FM Hot Adult



5 WCCC-FM

Pop

Contemporary

Hit Radio

0.8 1000



8 WFFF-FM Urban Adult


9 WFFF-AM Contemporary

Christian 0.6 700

10 WDDD-FM Urban


Mild Republicans Adults 35-49


Rating

AQH

Persons

1 WFFF-FM Hot Adult



3 WAAA-FM Adult



5 WJJJ-FM Classic Rock 0.8 500


7 WJJJ-AM News Talk

Information 0.6 400


9 WIII-AM News Talk

Information 0.5 300

10 WFFF-FM Contemporary

Christian 0.2 100

Provide 3 custom rankers based on station’s performance within a political segment

CLUSTER REACH REPORT

ADULTS 18+ WAAA-FM WBBB-FM

Cume Persons AQH Persons Cume Persons AQH Persons

Super Democrats 57,900 1,700 36,600 2,200

Left Out Democrats 36,300 1,500 19,100 700

Conservative Democrats 53,800 2,200 23,800 1,100

On the Fence Liberals 98,000 2,700 38,100 1,300

Green Traditionals 13,600 1,000 8,000 400

Mild Republicans 59,600 2,600 39,500 2,600

Uninvolved Republicans 900 - 1,900 -

Ultra Conservatives 42,300 1,600 15,200 900


WAAA-FM

Nielsen Voter Ratings P18+

Total Day M-S 6A-Mid

Morning M-F 6A-10A

Midday M-F 10A-3P

Afternoon M-F 3P-7P

Evening M-F 7P-Mid

Weekend Sa-Su 6A-7P

CURRENCY RATING 0.4 0.5 0.6 0.5 0.2 0.1

Super Democrats 0.7 1.1 1.3 0.9 0.2 0.2

Left Out Democrats 0.1 0.0 0.1 0.1 0.2 0.0

Conservative Democrats 0.3 0.5 0.7 0.3 0.2 0.1

On the Fence Liberals 0.1 0.1 0.2 0.2 0.0 0.0

Green Traditionals 0.9 0.5 1.2 1.8 1.4 0.0

Mild Republicans 0.5 0.8 0.8 0.7 0.3 0.3

Uninvolved Republicans 0.0* 0.0* 0.6* 0.0* 0.0* 0.0*

Ultra Conservatives 1.1 0.8 1.5 1.3 1.1 0.6

STATION DAYPART GRID

Source: Experian Marketing Services’ Simmons National Consumer Study, 2015 Nielsen PPM, Persons 18+, Mon-Fri 6a-7p, AHQ Rating

= > 30; darker shade indicates over indexed persona segment * = < 30; noted estimates are too small to meet Nielsen’s reliability requirements for reporting *$500 per additional station

NATIONAL PROFILE - UNREGISTERED

Unconnected & Unregistered Informed but Unregistered

69% of unregistered voters 31% of unregistered voters

Demographics: Male skew

Diverse, above average Hispanic High school or less

Employed or students Average Age: 40

Average HHI: $70,000 Percent with kids in home: 46%

Demographics: Female skew

Diverse, above average Hispanic Some college

Unemployed or homemaker Average Age: 46


Political Outlook: Being as unconnected as they are, this segment has no identifiable political

slant. In fact, they have no strong feelings towards the environment, healthcare or social security, though they do lean left on issues like abortion and marijuana legalization. The skew

more Hispanic than any segment.

Political outlook: While not registered to vote, this segment’s members have very strong

opinions that tend to lean more conservative, especially when it comes to abortion and

legalization of marijuana. Well-informed and aware of the issues, they are engaged in their

communities and strive for a better environment.

Super Democrats Left Out Democrats Conservative Democrats

17% of registered voters 40% of registered Democrats



Demographics: Even male female

Above average White & Black College graduate or more

Employed Average Age: 46



Above average White, Black, and Hispanic

Some college Not married/employed

Average Age: 44 Average HHI: $69,000

Percent with kids in home: 41%

Demographics: Female skew

Above average White, Black, and Hispanic

Some college Many are retired and not married

Average Age: 54 Average HHI: $60,000

Percent with kids in home: 30%

Political Outlook: Somewhat or very liberal, Super Democrats have far left

leaning positions on a variety of topics, including the environment,

healthcare, international, education, and the economy. They also hold very liberal positions on social issues such as abortion and legalization of drugs.

Political Outlook: Left Out Democrats consider themselves “middle of the road” to “very liberal.” They are not very engaged or opinionated on the majority of political and social issues and have a jaded view towards things

like education, economy, and healthcare. While this group skews

Hispanic, they prefer communication in English.

Political outlook: These well-informed adults are likely to be “middle of the

road” or somewhat liberal. Conservative Democrats have liberal views towards immigration and the

environment but stray from traditional Democrat party lines on issues such as abortion. They are more pro-life. Religion plays an

important role in their life.

NATIONAL PROFILE - DEMOCRATS

NATIONAL PROFILE - INDEPENDENTS

On the Fence Liberals Green Traditionals

16% of registered voters 65% of registered Independents

8% of registered voters 35% of registered Independents

Demographics: Male Skew

Largely White College graduate or more





Above average unemployed and retired Average Age: 49


Political Outlook: On the Fence Liberals have a “middle-of-the-road” to liberal outlook. While they don’t have very strong feelings on most key political issues, they do have left-leaning attitudes on issues such as abortion. They are on the fence when it comes to healthcare, the

economy, education, and international.

Political outlook: Green Traditionalists lean to the political right. Their attitudes towards abortion, social security, healthcare, and

religions all skew conservative. The environment is a key issue for this group as they are active participants in recycling programs and

are concerned about pollution.

NATIONAL PROFILE - REPUBLICANS

Mild Republicans Uninvolved Republicans Ultra Conservatives

10% of registered voters 30% of registered Republicans








Largely White with Asian skew Some college



Demographics: Female skew Largely White

College graduate or more Many are retired Average Age: 53


Political Outlook: Consider themselves somewhat conservative. On the fence when it comes to issues like healthcare, the environment, and religion. More conservative on social

security, international, and education, but more liberal towards abortion

rights and the legalization of marijuana.

Political Outlook: Uninvolved Conservatives are not particularly

engaged in their communities or key political topics such as the

environment, education, or healthcare. They do espouse right-leaning attitudes when it comes to international issues and finances

though.

Political outlook: Ultra Conservatives are well-informed, community-

minded voters with strong opinions and views that reflect their

conservative outlook. They have traditional to conservative views on

key issues of employment, immigration, healthcare, and the

environment, and even more conservative on social issues.

2016 NIELSEN AUDIO VOTER RATINGS - Digital...

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