Edison Research’s latest Q2 2019 “Share of Ear” report featured data highlighting the audio habits of American registered voters. In a first-ever analysis of this information, Westwood One showcased AM/FM radio as the dominant audio platform in share and reach among key political targets: Democrats, Independents, and Republicans.

Key findings from the “Share of Ear” report included:

• Among registered voters, 80% of all daily time spent with ad-supported audio goes to AM/FM radio.
• Among registered voters, AM/FM radio’s share of audio time spent (80%) is 11 times larger than ad-supported Pandora (7%), 20 times larger than ad-supported Spotify (4%), and 27 times larger than ad-supported SiriusXM (3%).
• AM/FM radio has the highest share of ad-supported audio time spent among all three major political affiliations: Independents (79%), Republicans (82%), and Democrats (78%).

How can AM/FM radio help political advertisers extend the reach of their TV?

Using Nielsen Scarborough data, Westwood One examined TV time spent among heavy TV viewers as well as light and non-TV viewers who are registered voters.

The key finding: Most TV ad impressions come from only a small percentage of TV viewers. Registered voters who are light and non-TV viewers are a large percentage of the TV audience but represent only a small percentage of TV time spent and commercial impressions.

An important lesson in heavy TV viewers: Among registered voters in the United States, 21% are heavy TV viewers, representing half of all TV impressions. So half of TV ad impressions come from 21% of American registered voters.

38% of registered voters are light and non-TV viewers: A significantly larger percentage, 38%, of registered voters fall into the light and non-TV viewer group. Despite their substantial size, light TV viewers only represent 6% of total TV ad impressions. Among registered voters, 38% of America represents only 6% of TV ad impressions. It’s no wonder that political media strategists and consultants find that audiences do not remember seeing political TV ads for candidates.

AM/FM radio makes TV campaigns better for political candidates by reaching light TV viewers

AM/FM radio reaches 90% of light TV viewers who are registered voters. AM/FM radio, the number one mass reach medium, is the solution for political advertisers who need to reach registered voters who are light TV viewers.

As the media landscape constantly evolves, AM/FM radio is a consistently effective tool for political campaigns needing to cut through the clutter. It reaches a massive, engaged, and diverse audience across the political party spectrum. With just a small reallocation of a TV media plan to AM/FM radio, political campaigns can also see significant lift in campaign reach in addition to driving growth in awareness, consideration, and advocacy.

Key takeaways:

• AM/FM radio generates massive ad-supported share and reach among Independents, Republicans, and Democrats
• Nearly 2 out of 5 registered voters (38%) are light/non-TV viewers
• AM/FM radio makes TV campaigns better for political candidates by reaching light TV viewers
• Reallocating a small portion of a TV media plan to AM/FM radio will increase reach and amplify awareness, consideration, and advocacy

Pierre Bouvard is Chief Insights Officer at Cumulus | Westwood One.

Contact the Insights team at CorpMarketing@westwoodone.com.