2016 NIELSEN AUDIO VOTER RATINGS ANYTOWN, USA

Transcription

1 2016 NIELSEN AUDIO VOTER RATINGS ANYTOWN, USA

2 NIELSEN VOTER RATINGS - HOW IT WORKS Nielsen matches the Portable People Meter panel currency with PoliticalPersonas data from Experian Simmons by way of a 3 rd party blind match to create voter ratings for encoded radio stations in the selected markets. PORTABLE PEOPLE METER AUDIENCE DATA Matched Audience EXPERIAN SIMMONS POLITICAL PERSONAS The result: a rating system for stations based on political personas.

3 EXPERIAN SIMMONS POLITICAL PERSONAS PERCENT OF ANYTOWN USA METRO PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 15 MILD REPUBLICANS GREEN TRADITIONALS UNINVOLVED REPUBLICANS ULTRA CONSERVATIVES 0.5% 7% UNCONNECTED & UNREGISTERED 10% 28% 3% ON THE FENCE LIBERALS 13% CONSERVATIVE DEMOCRATS 10% 11% LEFT OUT DEMOCRATS 11% 6% SUPER DEMOCRATS INFORMED, BUT UNREGISTERED Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM

4 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.

5 TOP STATIONS FOR REACHING DEMOCRATS ADULTS 18+ Super Democrats Left Out Democrats Conservative Democrats 1 _ All Sports _ Urban _ Country _ Active Rock _ Urban _ _ _ Gospel _ Urban _ Country _ _ Gospel _ Classic Rock _ _ Classical Hot _ Urban _ Hot _ All Sports _ Hits _ _ Active Rock Hot All Sports Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 18+, Mon-Fri 6a-7p

6 TOP STATIONS FOR REACHING INDEPENDENTS ADULTS 18+ On the Fence Liberals Green Traditionals 1 _ _ _ Country _ _ _ Country _ Hits _ All Sports _ Hot _ Urban Hits _ All Sports _ Classic Rock _ Active Rock _ Classic Rock Inspirational Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 18+, Mon-Fri 6a-7p

7 TOP STATIONS FOR REACHING REPUBLICANS ADULTS 18+ Mild Republicans Ultra Conservatives 1 _ _ _ Country _ _ _ Country _ Hits _ _ Hot _ Active Rock All Sports _ All Sports _ Hot _ Active Rock _ Gospel Classic Rock Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 18+, Mon-Fri 6a-7p

8 TOP STATIONS FOR REACHING UNREGISTERED VOTERS ADULTS 18+ Unregistered 1 _ _ Classic Hits _ Hits _ Classic Rock _ Active Rock Mexican Regional Mexican Regional _ Mexican Regional _ Country Hot Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, Q4 2015, 18+, ; Mon-Fri 6a-7p

9 TOP STATIONS FOR REACHING BLACKS BLACKS 18+ Unregistered Democrats 1 _ _ Urban _ Hits _ Gospel _ Rhythmic Oldies _ Urban _ Rhythmic _ _ Classic Rock _ Classic Hits _ _ All Sports _ _ Rhythmic Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, Blacks 18+, Mon-Fri 6a-7p

10 TOP STATIONS FOR REACHING DEMOCRATS ADULTS 35+ Super Democrats Left Out Democrats Conservative Democrats 1 _ All Sports _ Urban _ Country _ _ Gospel _ _ Classic Rock _ Urban _ Urban _ Active Rock _ _ Gospel _ Country _ _ Classical Active Rock _ Hits _ Hot _ Hot _ Urban _ _ All Sports Hot All Sports Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 35+, Mon-Fri 6a-7p

11 TOP STATIONS FOR REACHING INDEPENDENTS ADULTS 35+ On the Fence Liberals 1 _ _ Country _ _ Hits _ Hot _ Urban _ Urban Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 35+, Mon-Fri 6a-7p

12 TOP STATIONS FOR REACHING REPUBLICANS ADULTS 35+ Mild Republicans Ultra Conservatives 1 _ All Sports _ _ _ Country _ Country _ _ Classic Rock _ _ Hits _ Hot Active Rock All Sports _ Active Rock _ Gospel _ _ Hot Urban Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 35+, Mon-Fri 6a-7p

13 TOP STATIONS FOR REACHING BLACKS BLACKS 35+ Democrats 1 _ Urban _ Gospel _ Urban _ _ _ _ All Sports Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, Blacks 35+, Mon-Fri 6a-7p

14 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. ADULTS 18+ BLACK ADULTS 18+/35+ HISPANIC ADULTS 18+/35+ Uninvolved Conservatives Independents Democrats Station Format Station Format Station Format ADULTS 35+ Republicans Independents Station Green Traditionals Format Station Format BLACK ADULTS 35+ Station Format Republicans Station Uninvolved Conservatives Format Station Unregistered Format Station Format Unregistered Station Unregistered Format Station Format

15 NIELSEN VOTER RATINGS GROUP/STATION NAME [MARKET NAME]

16 EXPERIAN SIMMONS POLITICAL PERSONAS PERCENT OF WAAA-FM PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 15 ULTRA CONSERVATIVES UNCONNECTED & UNREGISTERED UNINVOLVED REPUBLICANS 0.0% 15% 13% 3% INFORMED, BUT UNREGISTERED MILD REPUBLICANS 13% 11% SUPER DEMOCRATS GREEN TRADITIONALS 3% ON THE FENCE LIBERALS 19% 17% 7% CONSERVATIVE DEMOCRATS LEFT OUT DEMOCRATS *$500 per additional station Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM

17 EXPERIAN SIMMONS POLITICAL PERSONAS PERCENT OF WBBB-FM PPM PANELISTS THAT MATCHED INTO EACH SEGMENT, P18+, Q4 15 MILD REPUBLICANS UNINVOLVED REPUBLICANS 15% ULTRA CONSERVATIVES 0.4% 7% 28% UNCONNECTED & UNREGISTERED GREEN TRADITIONALS 2% ON THE FENCE LIBERALS 15% CONSERVATIVE DEMOCRATS 6% 9% LEFT OUT DEMOCRATS 14% 5% SUPER DEMOCRATS INFORMED, BUT UNREGISTERED *$500 per additional station Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM

18 STATION DEMO RANKERS Super Democrats s On the Fence Liberals s Mild Republicans s WEEE-FM Active Rock WAAA-FM WFFF-FM Hot WBBB-FM All Sports WGGG-FM Country WBBB-FM All Sports WCCC-FM WFFF-FM Hot WAAA-FM WDDD-FM Urban WHHH-FM Hits WHHH-FM Hits WAAA-FM WCCC-FM WJJJ-FM Classic Rock WFFF-FM Hot WEEE-FM Active Rock WEEE-FM Active Rock WGGG-FM Country WBBB-FM All Sports WJJJ-AM WHHH-FM Hits WFFF-FM Urban WGGG-FM Country WIII-FM Urban WFFF-AM WIII-AM WJJJ-FM Classic Rock WDDD-FM Urban WFFF-FM Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, Mon-Fri 6a-7p

19 CLUSTER REACH REPORT ADULTS 18+ WAAA-FM WBBB-FM Cume Cume Super Democrats 57,900 1,700 36,600 2,200 Left Out Democrats 36,300 1,500 19, 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, Mild Republicans 59,600 2,600 39,500 2,600 Uninvolved Republicans 900-1,900 - Ultra Conservatives 42,300 1,600 15, Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 18+, Mon-Fri 6a-7p

20 STATION DAYPART GRID Nielsen Voter s P18+ WAAA-FM 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 Super Democrats Left Out Democrats Conservative Democrats On the Fence Liberals Green Traditionals Mild Republicans Uninvolved Republicans 0.0* 0.0* 0.6* 0.0* 0.0* 0.0* Ultra Conservatives = > 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 Source: Experian Marketing Services Simmons National Consumer Study, 2015 Nielsen PPM, 18+, Mon-Fri 6a-7p, AHQ

21 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% 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. Demographics: Female skew Diverse, above average Hispanic Some college Unemployed or homemaker Average Age: 46 Average HHI: $61,000 Percent with kids in home: 46% 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.

22 NATIONAL PROFILE - DEMOCRATS 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 Average HHI: $98,000 Percent with kids in home: 34% 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. 9% of registered voters 22% of registered Democrats Demographics: Even male female Above average White, Black, and Hispanic Some college Not married/employed Average Age: 44 Average HHI: $69,000 Percent with kids in home: 41% 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. 16% of registered voters 38% of registered Democrats 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: 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.

23 NATIONAL PROFILE - INDEPENDENTS On the Fence Liberals 16% of registered voters 65% of registered Independents Demographics: Male Skew Largely White College graduate or more Employed Average Age: 43 Average HHI: $89,000 Percent with kids in home: 40% 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. Green Traditionals 8% of registered voters 35% of registered Independents Demographics: Even male female Largely White College graduate or more Above average unemployed and retired Average Age: 49 Average HHI: $79,000 Percent with kids in home: 36% 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.

24 NATIONAL PROFILE - REPUBLICANS Mild Republicans Uninvolved Republicans Ultra Conservatives 10% of registered voters 30% of registered Republicans Demographics: Male skew Largely White College graduate or more Employed Average Age: 47 Average HHI: $110,000 Percent with kids in home: 35% 6% of registered voters 18% of registered Republicans Demographics: Male skew Largely White with Asian skew Some college Employed Average Age: 44 Average HHI: $92,000 Percent with kids in home: 42% 17% of registered voters 52% of registered Republicans Demographics: Female skew Largely White College graduate or more Many are retired Average Age: 53 Average HHI: $83,000 Percent with kids in home: 35% 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 rightleaning attitudes when it comes to international issues and finances though. Political outlook: Ultra Conservatives are well-informed, communityminded 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.

25