radio delivers voters

Radio Delivers Voters

The media landscape is changing – radio can help political campaigns cut through the clutter.

Reach a massive, engaged, diverse audience

Capture a politically influential audience

Supplement TV & digital campaigns

Target voters with new sophisticated tools

Here’s how.

Radio is key to reaching voters

Reach a massive, engaged, diverse

audience

As America’s #1 mass reach medium, radio reaches the American electorate

Source: RADAR 128, March 2016, All Radio Stations, Weekly Cume, Mon-Sun 12m-12m

225 millionadults 18+ reached weekly

Radio reaches a captive audiencein the car

“Television viewers can tune out, and

online audiences can scroll by or click

‘skip this ad.’ But radio listeners, stuck in

their cars for long stretches, may be the

closest thing to a captive audience for

political commercials.”

-

Source: The New York Times, December 3, 2015.

AM/FM radio is the #1 way to reach people in the car

Source: Edison Research, “Share of Ear,” Q3-Q4 2015, Q1-Q2 2016. Persons 18+

AM/FM

Radio

71%

SiriusXM

15%

Owned

Music

10%

Spotify

1%

Pandora

1%

Podcasts

1%Other

Streaming

Audio 1%Other

1%

Share ofaudio time spent in a

car

In an average day, Americans spend 53 minutes listening to

AM/FM radio in the car.

53

minutes

Capture a politically influential audience

Radio reaches politicallyinfluential individuals

Politically influential Americans, who can sway the votes of others in their social circles and communities, consider radio an

informative source.

Source: 2015 GfK MRI Base: Adults 18+. Radio is a “good source of learning,” “makes me think,” “keeps me informed/up-to-date” and “gives me good ideas.” Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame.

Radio is the soundtrack of American workers, who influence other voters

Voters who work are …

12%more likely than

the average adult to be a heavy radio listener

15%more likely than the average adult to be politically super

influential with others

Source: GfK MRI Spring 2015. Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame. *Projection relatively unstable.

Those whom others trust for political advice trust radio

Source: GfK MRI Spring 2015. Category Influential Consumers are deeply familiar with their category, frequent recommenders across broad social networks, highly trusted and word-of-mouth leaders for products and services. Super Influential Consumers are a subset of Category Influential Consumers and have reported they have influenced more types of people in a particular time frame. *Projection relatively unstable.

149

188

100 97*95

77

112 116

74 70

Politics: Category Influentials Politics: Super Influentials

Radio Magazines Newspapers Internet TV

Medium trusted most, indexed to all adults 18+

Voterswho work are

How to read: Adults 18+ who are super influential when it comes to politics are 88% more likely than the average Adult to trust radio the most.

As education level increases, radio becomesan even more influential source for politics

Source: “The 2016 Presidential Campaign – a News Event That’s Hard to Miss” (Pew Research Center 2/16).TV percentage is an average of Cable TV News, Local TV News, and Network News.

60%

53%

46%

36%

45%

54%

High school or less Some college College graduates

TV Radio

% who used each medium to learn about the 2016 presidential election in the past week

College graduates are

more likely to turnto radio for election

news andinformation

17%

Radio is a consistent source of political information across generations

11%

13% 13%

18-29

Millennials

30-49

Gen X

50-64

Boomers

% who learned the most about the 2016 presidential election in the past week from radio

Source: “The 2016 Presidential Campaign – a News Event That’s Hard to Miss” (Pew Research Center 2/16)

Supplement TV & digital campaigns

Source: Vox Populi Polling study of 1,056 active voters. September 2014.

Radio ads are more believable than digital ads

Q: When it comes to ads for political candidates, which ads do you find more believable?

Swing voters

All registered voters

Ads you see online +60%

Ads you see online +37%

Ads you hear on the radio

Ads you hear on the radio

Source: The Local Vote 2016. Katz Media Group/Nielsen study of registered voters in the March 1st and March 15th primary states of Texas, Colorado, Virginia, Florida, Illinois, Missouri, North Carolina and Ohio. Analysis based on 3,000 registeredvoters and 1,802 likely primary-goers. Interviews conducted January 25 to February 22, 2016.

% of voters who agree that social media is a good place to reach people like them with political messages

29%

37%40% 40%

47% 49%

62%

Undecided

Republicans

Undecided

Democrats

Hillary

Clinton

Marco

Rubio

Donald

Trump

Ted

Cruz

Bernie

Sanders

UNDECIDED DECIDED

Social media is not the place to influence undecided voters

Radio is less cluttered than TV

“Want to find a basket full of white noise, go to your Iowa TV set.”- Doug Watts, spokesman for Ben Carson’s campaign

“Radio ads may be more effective at getting a candidate’s message through to its intended audience, some campaign strategists said.”

-

Source: The New York Times, December 3, 2015.

Radio supplements TVpolitical campaigns

Candidates can use radio to reach voters who don’t watch local TV news

Source: 2015 Spring GfK MRI. Base: Adults 18+.

Scarborough USA+ (Current 6 Months Only) 2015 Release 2 Current (Feb 2015 - Oct 2015), A18+

TV sold out? Over 6 out of 10 Fox News TV viewers are reached through key radio formats

Source: Scarborough USA+ (Current 6 Months Only) 2015 Release 2 Current (Feb 2015 - Oct 2015), A18+

Of all adults 18+ who have watched Fox News TV Channel in the past 7 days, 63% listen to AC, CHR, Country, News/Talk, or Sports.

Country News/Talk

Adult Contemporary

Contemporary Hits

Sports

Target voters with new sophisticated

tools

Nielsen’s Voter Ratings service offers sophisticated voter targeting for radio

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.

Now, for the first time ever, Nielsen is introducing a voter ratings system of metrics based on voting behavior across political segments.

Matched Audience

PORTABLE PEOPLE METER

AUDIENCE DATA

EXPERIAN SIMMONS® POLITICAL PERSONAS

Source: Experian Marketing Services’ Simmons National Consumer Study

Nielsen’s Voter Ratings: 8 distinct segments to target voters

How to read: 12% of the total U.S. audience falls in the “On the Fence Liberals” segment.

% of U.S. adults classified into each segment

Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen PPM, Q4 2015

Target the 4 main politicalsegments with radio

Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen PPM, Q4 2015

How to read: Radio reaches 92% of Super Democrats in the total PPM markets.

% of Nielsen voter rating segments reached by radio

Radio delivers massive reach across all political party segments

Nielsen political radio format planner

Democrats Independents Republicans

Format groups Nielsen radio format share of listening by political target

Spoken Word

News/Talk 17% 21% 22%

Sports 5% 7% 8%

Contemporary

Contemporary Hit Radio 11% 12% 10%

Adult Contemporary 16% 22% 21%

Rock

Album-Oriented/Classic 6% 9% 8%

Rock 5% 4% 7%

Adult

Classical 2% 3% 2%

Country 6% 6% 10%

Oldies 5% 8% 6%

Religion 3% 1% 3%

Ethnic Targeted

Spanish 8% 2% 1%

Urban 14% 4% 4%

Source: Nielsen PPM AQH, Q2 2015, format shares for all stations across 18 major markets with any index data (>0) for P18+; percentages might not add up to 100 due to rounding

How to read: Among Democratic voters, 17% of listening goes to News/Talk stations. Read down the column of each political segment to find format audience shares.

Nielsen political radio format planner

Source: Nielsen PPM AQH, Q2 2015, format index averages for all stations across 18 major markets with any index data (>0) for P18+.

Democrats Independents Republicans

Format groups Average Nielsen Voter Rating index by radio format

Spoken Word

News/Talk 118 130 141

Sports 93 123 132

Contemporary

Contemporary Hit 91 78 68

Adult Contemporary 88 122 110

Rock

Album-oriented/Classic 89 119 98

Rock 90 104 106

Adult

Classical 122 100 150

Country 91 127 113

Oldies 108 134 92

Religion 108 108 71

Ethnic Targeted

Spanish 80 9 0

Urban 135 42 28

How to read: Here we look at ratings indices. Among Democratic voters, ratings to News/Talk radio stations are 18% higher than the overall News/Talk rating.

Reach Democratic voters on 4 key radio formats

Source: Experian Marketing Services’ Simmons National Consumer Study, Nielsen AQH Q2 2015, A18+, M-SU 6a-12m, Averaging indices for

Democratic segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.

Nielsen Democratic voter format rating indexed to overall rating

Among Democratic voters, ratings to Urban radio stations are 35% higher than the overall Urban rating. These four radio formats are a rich source of Democratic voter rating points.

135

118108 108

Urban News/Talk Oldies Religion

Reach crucial Swing/Independent voterson 6 key radio formats


Independent segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.

Nielsen Independent voter format rating indexed to overall rating

Among Independent voters, ratings to Oldies radio stations are 34% higher than the overall Oldies rating. These six radio formats are a rich source of Independent voter rating points.

134 130 127 123 122 119

Oldies News/Talk Country Sports AC AOR/

Classic Rock

Reach Republican voters on 5 key radio formats


Republican segment roll-up, across all stations with reported audience in: Atlanta, Chicago, Cincinnati, Dallas-Ft. Worth, Detroit, Houston-Galveston, Indianapolis, Kansas City, Los Angeles, Memphis, Minneapolis-St. Paul, Nashville, New York, Providence-Warwick-Pawtucket, Salt Lake City-Ogden-Provo, San Francisco, San Jose, Washington DC, Broad format categories modeled on BIA/ACT 1 groupings.

Nielsen Republican voter format rating indexed to overall rating

Among Republican voters, ratings to News/Talk radio stations are 41% higher than the overall News/Talk rating. These five radio formats are a rich source of Republican voter rating points.

141132

113 110 106

News/Talk Sports Country AC Rock

Benefits of radio for political campaigns

• Mass reach: radio reaches 90% of voters in America.

• Diverse: radio reaches voters across all formats.

• Engaging: radio reaches a captive audience in the car.

• Influential: radio reaches politically minded listeners.

• Effective: radio cuts through the clutter of TV and digital.

• Targeted: new Nielsen tools target voters where they listen.

• Affordable: radio is more cost-effective than other media.

“When I was a candidate running for

office, I always got the most comments about

my radio ads.”

Mike Rogers, former U.S. representative for Michigan’s 8th congressional district and former chairman of the House Intelligence Committee

Make an impact with radio ads

Thank You

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