With each election year U.S. multicultural voters become more important — with an increasing likelihood of being difference-makers in any election’s outcome.
To help radio more effectively reach these voters, Katz Media Group has created a one-stop shop showing key facts, demographic profiles, and media behavior information of the 96 million Black and Hispanic consumers of voting age for the top 25 Black and Hispanic DMAs.
“In this historic election cycle with ground-breaking developments happening every week, one thing is still certain: multicultural voters will once again be a pivotal voter segment for candidates to engage and motivate,” Katz’s report says.
Among the key takeaways from Katz’s fact sheet: 85% of Hispanic and 84% of Black registered voters listen to AM/FM radio, vs. 70% and 73%, respectively, who watch broadcast TV. Helping to stress the importance of reaching both groups, 83% of Black and 80% of Hispanic voters always vote in any election.
A number of major ad buys in the 2024 presidential campaign have been made with Black and Hispanic voters in mind. That dynamic looks to be in full force until the November elections, especially now that President Biden announced his decision to exit the race and the party — and its spending initiatives — coalesce around Vice President Kamala Harris.
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