INFLUENCE AND ACTIVATE YOUR VOTER BASE WITH NIELSEN POLITICAL SOLUTIONS · 2018-12-22 · Source:...

INFLUENCEANDACTIVATEYOURVOTERBASE

WITHNIELSENPOLITICALSOLUTIONSCarolEdwards,SeniorVicePresident,NielsenMediaAnalyDcsRichTunkel,VicePresident,NielsenAudioFebruary3,2016

IT’SON!

WHYNOW?

WHYNIELSEN?

•  2016shapinguptobethelargestpoliDcalspendyet•  PoliDcalcampaignshaveembracedBigDatavotersoluDons

•  Themedialandscapeismorecomplexthaneverbefore

•  TradiDonalmediafarstrongerthanmostassume

•  TheonlyplaceforTotalAudience•  Fully-representaDvelocalintelligence

•  Bestin-classpanel+BigData

•  SyndicatedsoluDonapplicableforallpoliDcalideologies

Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

THEPOLITICALADVERTISINGLANDSCAPE

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5Source:CookPoliDcal,2016ElecDonCentralCopyright©2016TheNielsenCompany.ConfidenDalandProprietary.

2016POLITICALADVERTISINGLANDSCAPE

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9Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

FEBRUARY1st-Iowa

9th-NewHampshire

20th-Nevada(D),SouthCarolina(R)

23rd-Nevada(R)

27th-SouthCarolina(D)

MARCH1st-Alabama,Alaska(R),AmericanSamoa(D),Arkansas,Colorado,Georgia,Massachusebs,Minnesota,NorthDakota(R),Oklahoma,Tennessee,Texas,Vermont,Virginia,Wyoming(R)

5th-Kansas,Kentucky(R),Louisiana,Maine(R),Nebraska(D)

6th-Maine(D),PuertoRico

8th-Hawaii,Idaho,Michigan,Mississippi,DemocratsAbroad

12th-Guam,NorthernMarianas,DistrictofColumbia(R)

15th-Florida,Illinois,Missouri,NorthCarolina,NorthernMarianaIslands,Ohio

19th-VirginIsland

22nd-AmericanSamoa(R),Arizona,Idaho,Utah

26th–Alaska,Hawaii,Washington

APRIL

5th–Wisconsin

9th-Wyoming

19th-NewYork

26th-ConnecDcut,Delaware,Maryland,Pennsylvania,RhodeIsland

MAY3rd-Indiana

7th-Guam

10th-Nebraska

17th-Kentucky(D),Oregon

24th-Washington(R)

JUNE4th-VirginIslands(D)

5th-PuertoRico(D)

7th-California,Montana,NewJersey,NewMexico,NorthDakota(D),SouthDakota

14th-DistrictofColumbia(D)

2016PRESIDENTIALPRIMARY/CAUCUS/CONVENTIONSCHEDULERadioReachesVotersWhenItCounts

THEPOWEROFRADIO

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REACHINGTHEPEOPLEWEEKLY REACH (% OF POPULATION)

85%93%

40%

50%

74%

29%

73%

92%

49%45%

84%

40%

87%95%

47%

57%

86%

40%

92% 91%

31%

50%

60%

16%

TV RADIO TV-CONNECTEDDEVICES PC SMARTPHONE TABLET

ADULTSP18-34P35-49P50+

Source:NielsenComparableMetricsReportQ32015/Adults=P18+/TVConnectedDevices=DVD,GameConsole,MulDmediaDevice,VCRCopyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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REACHINGTHEPEOPLE

Source:TheNielsenTotalAudienceReportQ22015/TVConnectedDevices=DVD,GameConsole,MulDmediaDevice,VCR

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A 2A 3A 4A 5A TV RADIO TV CONNECTED DEVICES PC SMARTPHONE TABLET

COMPOSITE (M-SU) OVERALL MEDIA USAGE: P18+ MAY 2015

MONTH

LY

REAC

H

(DVD,GameConsole,Mul1mediaDevice,VCR)


REACHINGVOTERS

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14

NIELSENPOLITICALMEASUREMENTSOLUTIONS

•  NielsenVoterRaHngs–MatchesVoterdatatoNielsenTV,Audio,TV/DigitalpanelsandprovidesraDngsbyPartyAffiliaDon,VoDngBehavior,orPoliDcalIssues

•  NielsenScarborough–LocalMarketIntelligenceonConsumer’sMediapreferences,PartyAffiliaDon,VoDngandDonaDngBehaviors,InterestsandAntudes

MediaPlanningResourcesforLocalU.S.Markets


NIELSENVOTERRATINGS

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16

CONNECTINGMEDIAANDVOTINGBEHAVIORS

VOTERS

NIELSENPOLITICALSOLUTIONS

TV RADIO DIGITAL

Currency:PoliHcalData:

• TV• Radio• Print• Digital

•  VoterRegistraHonLists

•  PRIZM,ExperianSimmons®PoliHcalPersonas,etc.

Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy

3rdPartyBlindMatch

AUDIENCES VOTERS


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17

EXPERIANSIMMONS®POLITICALPERSONAS

Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy

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SuperDemocrats LeYOutDemocrats ConservaHveDemocrats17%ofregisteredvoters

40%ofregisteredDemocrats9%ofregisteredvoters

22%ofregisteredDemocrats16%ofregisteredvoters

38%ofregisteredDemocrats

Demographics:Black

CollegegraduateormoreEmployed

AverageAge:46AverageHHI:$98,000

Percentwithkidsinhome:34%

Demographics:Somecollege

Notmarried/employedAverageAge:44

AverageHHI:$69,000Percentwithkidsinhome:41%

Demographics:FemaleskewHispanic

SomecollegereDredandnotmarried



PoliHcalOutlook:Somewhatorveryliberal,SuperDemocratshavefarlepleaning

posiDonsonavarietyoftopics,includingtheenvironment,healthcare,internaDonal,

educaDon,andtheeconomy.TheyalsoholdveryliberalposiDonsonsocialissuessuchas

aborDonandlegalizaDonofdrugs.

PoliHcalOutlook:LepOutDemocratsconsiderthemselves“middleoftheroad”to“veryliberal.”TheyarenotveryengagedoropinionatedonthemajorityofpoliDcalandsocialissuesandhaveajadedviewtowards

thingslikeeducaDon,economy,andhealthcare.WhilethisgroupskewsHispanic,

theyprefercommunicaDoninEnglish.

PoliHcaloutlook:Thesewell-informedadultsarelikelytobe“middleoftheroad”or

somewhatliberal.ConservaDveDemocratshaveliberalviewstowardsimmigraDonandtheenvironmentbutstrayfromtradiDonalDemocratpartylinesonissuessuchas

aborDon.Theyaremorepro-life.Religionplaysanimportantroleintheirlife.

NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:DEMOCRATS

Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy

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19

SuperDemocratAdultContemporary

PopContemporaryHitRadio

Country

HotAdultContemporary

AllSports

LeYOutDemocratUrbanAdultContemporary

UrbanContemporary


AdultContemporary

MexicanRegional

ConservaHveDemocratCountry

AdultContemporary

UrbanAdultContemporary

ClassicHits


Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare

TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGDEMOCRATS

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20

NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:REPUBLICANS

VAR3MildRepublicans UninvolvedRepublicans UltraConservaHves

10%ofregisteredvoters30%ofregisteredRepublicans



Demographics:Maleskew

LargelyWhiteCollegegraduateormore

EmployedAverageAge:47


Demographics:MaleskewAsianskewSomecollegeEmployed



Demographics:FemaleskewLargelyWhite

ManyarereDredAverageAge:53


PoliHcalOutlook:ConsiderthemselvessomewhatconservaDve.Onthefencewhenit

comestoissueslikehealthcare,theenvironment,andreligion.MoreconservaDve

onsocialsecurity,internaDonal,andeducaDon,butmoreliberaltowardsaborDon

rightsandthelegalizaDonofmarijuana.

PoliHcalOutlook:UninvolvedConservaDvesarenotparDcularlyengagedintheir

communiDesorkeypoliDcaltopicssuchastheenvironment,educaDon,orhealthcare.Theydoespouseright-leaningantudeswhenitcomestointernaDonalissuesandfinances

though.

PoliHcaloutlook:UltraConservaDvesarewell-informed,community-mindedvoterswithstrongopinionsandviewsthatreflect

theirconservaDveoutlook.TheyhavetradiDonaltoconservaDveviewsonkeyissuesofemployment,immigraDon,healthcare,andtheenvironment,andevenmoreconservaDve

onsocialissues.


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TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGREPUBLICANS

MildRepublicansCountry



AdultContemporary

AllSports

UninvolvedRepublicansPopContemporaryHitRadio

Country


AdultContemporary


UltraConservaHvesCountry

AdultContemporary

ClassicRock

ClassicHits



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22

NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:INDEPENDENTS

OntheFenceLiberals GreenTradiHonalists16%ofregisteredvoters

65%ofregisteredIndependents8%ofregisteredvoters

35%ofregisteredIndependents

Demographics:MaleSkew

LargelyWhiteCollegegraduateormore

EmployedAverageAge:43


Demographics:EvenmalefemaleLargelyWhite

CollegegraduateormoreAboveaverageunemployedandreDred



PoliHcalOutlook:OntheFenceLiberalshavea“middle-of-the-road”toliberaloutlook.Whiletheydon’thavevery

strongfeelingsonmostkeypoliDcalissues,theydohavelep-leaningantudesonissuessuchasaborDon.Theyareonthefencewhenitcomestohealthcare,theeconomy,educaDon,

andinternaDonal.

PoliHcaloutlook:GreenTradiDonalistsleantothepoliDcalright.TheirantudestowardsaborDon,socialsecurity,healthcare,andreligionsallskewconservaDve.The

environmentisakeyissueforthisgroupastheyareacDveparDcipantsinrecyclingprogramsandareconcernedabout

polluDon.


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23

TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGINDEPENDENTS

OnTheFenceLiberalsAdultContemporary



ClassicHits

Country

GreenTradiHonalistsAdultContemporary

Country

ClassicHits


ClassicRock


Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare

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24

NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:UNREGISTERED

Unconnected&Unregistered InformedbutUnregistered

69%ofunregisteredvoters 31%ofunregisteredvoters

Demographics:Maleskew

Diverse,aboveaverageHispanicHighschoolorless

EmployedorstudentsAverageAge:40


Demographics:Femaleskew

Diverse,aboveaverageHispanicSomecollege

UnemployedorhomemakerAverageAge:46


PoliHcalOutlook:Beingasunconnectedastheyare,thissegmenthasnoidenDfiablepoliDcalslant.Infact,theyhavenostrongfeelingstowardstheenvironment,healthcareor

socialsecurity,thoughtheydoleanleponissueslikeaborDonandmarijuanalegalizaDon.TheskewmoreHispanic

thananysegment.

PoliHcalOutlook:Whilenotregisteredtovote,thissegment’smembershaveverystrongopinionsthattendtoleanmoreconservaDve,especiallywhenitcomestoaborDonandlegalizaDonofmarijuana.Well-informedandawareoftheissues,theyareengagedintheircommuniDesandstrive

forabeberenvironment.


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25

TOPRADIOFORMATSTOREACHUNREGISTEREDVOTERS

UNCONNECTED&UNREGISTERED


AdultContemporary


MexicanRegional


INFORMEDBUTUNREGISTERED

Country



AdultContemporary

ClassicRock


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26

ISSUE-SPECIFICMESSAGESTOSEGMENTS

ExperianMarkeDngServices'SimmonsNaDonalConsumerStudy

POLITICALISSUE SuperDemocrats

LeYOutDemocrats

ConservaHveDemocrats

On-the-FenceLiberals

GreenTradiHonalist

MildRepublicans

UninvolvedRepublicans

UltraConservaHves

POLITICALOUTLOOK

VERYLIBERAL LIBERAL SOMEWHAT

LIBERALSOMEWHATLIBERAL

SOMEWHATCONSERVATIVE

SOMEWHATCONSERVATIVE CONSERVATIVE VERY

CONSERVATIVE

ENVIRONMENT Liberal Noopinion Liberal Liberal On-the-fence Noopinion ConservaHve

HEALTHCARE Liberal JadedView On-the-fence ConservaHve On-the-fence Noopinion ConservaHve

INTERNATIONAL Liberal Noopinion Liberal On-the-fence ConservaHve ConservaHve ConservaHve

LEGALIZEMARIJUANA Liberal Noopinion Liberal ConservaHve

ABORTION Liberal Noopinion ConservaHve Liberal ConservaHve Liberal ConservaHve

ECONOMY Liberal JadedView On-the-fence ConservaHve ConservaHve

EDUCATION Liberal JadedView On-the-fence Noopinion ConservaHve


THEDATAINACTION

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REACHINGVOTERSINNORFOLK


Thirty-fivepercentoftheNorfolk-VirginiaBeach-NewportNewsMetroPPMpopulaDonareregisteredDemocrat

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REACHINGALLTHEPOTENTIALVOTERSWEEKLYREACH(%OFPOPULATION)

16%20%

47%

23%

28%25%

31%

25%

10%

17%

24%21%

ModernAC AdultContemporary UrbanACLepoutDemocrats ConservaDveDemocrats MildRepublicans Informed,Unregistered

Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12amcumeraDng

WPTE-FM WWDE-FM WVKL-FM


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30

NORFOLKCONSERVATIVE&REPUBLICANVOTERS

Top10StaHonsConservaHveDemocrats

AQH(00)

UrbanAdultContemporary 1300

Country 900

AdultContemporary 800

ModernAC 600

ClassicRock 700

UrbanContemporary 400


AcDveRock 500

AdultStandards/MOR 500

RhythmicCHR 300

Top10StaHons

Top10StaHonsMildRepublicans

AQH(00)


Country 900

ModernAC 900


AcDveRock 800

ClassicRock 700

PopCHR 500



AllSports 200

Top10StaHonsUltraConservaHves

AQH(00)


ClassicRock 1000

Country 600


AcDveRock 400

ModernAC 200


AllSports 300


PopCHR 100

Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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31

NORFOLKMILDREPUBLICANVOTERSTop10StaHonsMillennialvoters

AQH(00)

AcDveRock 500

ModernAC 500

Country 100


PopCHR 200



ClassicRock 100

RhythmicCHR 100


Top10StaHonsByAgeGroupTop10StaHonsGenXvoters

AQH(00)


ClassicRock 100

ModernAC 200


AcDveRock 200

AllSports 100



PopCHR 100

Country 100

Top10StaHons55+voters

AQH(00)


Country 400

ClassicRock 200


ModernAC 100

PopCHR 100

Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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DISSECTINGTHESWINGSTATE:FLORIDA

Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am

JacksonvillehasthelargestproporHonof“MildRepublicans”


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OrlandohasthelargestproporHonof

“OnTheFenceLiberals”

MildRepublicans


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Tampa-St.Petersburg-Clearwaterhasthemostregisteredvotersandthebiggestblendofpersonas

MildRepublicans

OnTheFenceLiberals


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WestPalmBeach-BocaRatonhas

thelargest“Unconnected&Unregistered”and“SuperDemocrats”

MildRepublicans

OntheFenceLiberals

Balanced

Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am

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MildRepublicans

OnTheFenceLiberals

Balanced

SuperDemocrat

MiamihasthelargestproporHonof

“LeYOutDemocrats”andmostDemocratsoverall


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MildRepublicans

OnTheFenceLiberals

BalancedSuper

Democrat

LeYOutDemocrat


EachFloridametrohasitsowndisHnctpoliHcalmediasegmentsandstrategies

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LIBERALSWINGVOTERSACROSSFLORIDA

Jacksonville AQH(00)

NewsTalkInformaDon 1000

Country 700

ClassicHits 900

Country 400

AdultHits 200



PopContemporaryHitRadio 300


AlternaDve 300

Top10StaHonsforP35+“On-The-FenceLiberals”

Orlando AQH(00)


Country 1200

ClassicHits 1300

PopCHR 1000

HotAdultContemporary 800

ClassicHits 700

ChrisDanAC 500


Talk/Personality 500


Miami-Ft.Lauderdale-Hollywood

AQH(00)


SpanishContemporary 1800

ClassicRock 1500

ClassicHits 1400



PopCHR 1000

SopAdultContemporary 1000

Country 1000

PopContemporaryHitRadio 900

Source:NielsenAudioVoterRaDngs,Spring2015Persons35+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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REACHINGLATINOVOTERSINFLORIDA

0

0.2

0.4

0.6

0.8

1

1.2

1.4

DemoRaDngs VoterRaDngs

ReachingHispanicDemocratsinTampa

SpanContemp

AdultContemp

Classichits

SopAC

PopCHR

Hola Hello

Source:NielsenAudioVoterRaDngs,Spring2015Hispanic18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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REACHINGLATINOVOTERSINFLORIDA

0

0.2

0.4

0.6

0.8

1

1.2

1.4

DemoRaDngs VoterRaDngs

ReachingHispanicRepublicansinMiami

SpanishContemp

SpanNews

ClassicHits

SpanContemp

AC

Hola

Hello

Source:NielsenAudioVoterRaDngs,Spring2015Hispanic18+,Mon-Sun6am-12am

Hola

Hola


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DISSECTINGTHESWINGSTATE:OHIOConnecHngwithOhio“MildRepublican”VotersThroughoutTheDay

Source:NielsenAudioVoterRaDngs,Spring2015Persons35+,RankedbasedonAQHpersonsamongMildRepublicans

Top3staHons Morning Midday AYernoon Evening

Cleveland

ClassicHitsNewsTalkAcHveRock

CountryNewsTalkClassicHits

NewsTalkClassicHitsAdultHits

NewsTalkCountryClassicHits

Columbus

NewsTalkCountryHotAC

CountryAdultContemporaryNewsTalk

NewsTalkCountryAllSports

CountryAdultContemporaryClassicHits

CincinnaD

NewsTalkHotACAllSports

NewsTalkCountryClassicHits

NewsTalkClassicHitsHotAC

NewsTalkClassicalHotAC


NIELSENVOTERRATINGS

•  All48electronicallymeasuredmarkets•  AvailabletoyouvianaDonalrepfirmsand

manylocalbroadcastgroups•  Fully-representaDveofregisteredvoters•  Consistentdata,updatedthroughout2016•  SyndicatedsoluDonapplicableforall

poliDcalideologies


NIELSENSCARBOROUGHSOLUTIONS

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DISCOVERTHECONNECTIONBETWEENMEDIACONSUPTIONANDVOTINGBEHAVIOR

TELEVISION

CABLE RADIO OUTOFHOME

PRINT DIGITAL/SOCIAL


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47

MAKETHECONNECTIONBETWEENAUDIENCESANDVOTERSINALLLOCALMARKETS

VoHngBehaviorsavailableinScarborough(Mid-SizeMarkets):AllSelf-IdenHfied

PoliHcalPartyAffiliaHonDemocratRepublicanIndependentIndependent–butfeelclosertoDemocratIndependent–butfeelclosertoRepublicanNoneofthese

RegisteredtoVoteinDistrictofResidence?YesorNo

HowOYenVoteinLocalElecHons?Always,SomeDmes,NeverHowOYenVoteinStateElecHons?Always,SomeDmes,Never

HowOYenVoteinPresidenHalElecHons?Always,SomeDmes,Never

Source:NielsenScarborough


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DELIVERINGINSIGHTSIN145+LOCALMARKETS


Source: Nielsen Scarborough

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49

23%

19%

11%

Republican Democrat Independent

80%ofRoanoke-Lynchburg

ResidentsAged18+areRegistered

Voters30%

Local

67%

HowoYendoRoanoke-LynchburgResidentsshowupatpolls?

AlwaysvoteinPresidenDalelecDons 39%

State

SECURETHEROANOKE-LYNCHBURGVOTE

Source: Nielsen Scarborough Roanoke-Lynchburg, VA R12015


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SECURETHEROANOKE-LYNCHBURGVOTE

TopFormatsForRegisteredVoters

Democrat Republican Independent

UrbanAC Country Country

Country News/Talk PopCHR

News/Talk AdultContemporary News/Talk

RhythmicCHR ClassicRock AdultContemporary

Source: Nielsen Scarborough Roanoke-Lynchburg, VA R1 2015 Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.

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51

130

100109

126

96108 101 97 102 101

112

92 9180

108115103

76 77

109110 109100

59

101

Radio CableNetwork BroadcastTV DailyNewspaper Internet

Democrat RepublicanIndependent Independent,butfeelclosertoDemocratIndependent,butfeelclosertoRepublican

IndicesAcrossAllPartyAffiliaHons

Source:NielsenScarborough

EVALUATEMEDIATOEFFECTIVELYINFORM,INFLUENCE,ANDREACHVOTERS


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DETERMINEBESTPLACEMENT

RegisteredDemocratsare55%morelikelythanthemarketaveragetobelisteningtoWAAA-FM,M-F7pm-mid

M-F7pm-mid

M-F6am-10am

M-F3pm-7pm

155 121 110Democrats

ShowCandidatesWhichDaypartsGetTheBestROI

Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:NielsenScarborough

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53

MATCHINGKEYISSUESANDLOCALRADIO(Index100=MarketAverage)

EmployedFullTime Uninsured

EnvironmentallyFriendly:OwnsaHybridVehicle

LivinginaPartnered

RelaHonship

108 10294116Registeredvoterswholistenstoradioare16%morelikelytoownahybridvehicle.

Registeredvoterswholistenstoradioare8%morelikelytobeemployedfullDme.

Source:NielsenScarboroughCopyright©2016TheNielsenCompany.ConfidenDalandProprietary.

InfluenceandacDvateyourvoterbasewithRadioAndNielsenPoliDcalSoluDons

QuesDons?

StevenPortnoyCBSNewsCongressionalCorrespondent

AnthonySalvantoCBSNewsElecDonsDirector

[email protected]

ContactforPresentaDon

INFLUENCE AND ACTIVATE YOUR VOTER BASE WITH NIELSEN POLITICAL SOLUTIONS · 2018-12-22 · Source:...

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