In Pennsylvania, the top radio format among all voters is rock. But it is AC that rules in Arizona, and urban in Georgia. With tens of millions of dollars on the line as the election season enters the homestretch, those are the kinds of insights that Katz Media is providing to political ad buyers. The rep firm has released a series of what it is calling “fast facts” about the key states where most of the money is being spent. They include Arizona, Georgia, Michigan, Montana, Nevada, New Hampshire, North Carolina, Ohio, Pennsylvania, and Wisconsin.
The data offers several insights, such as while rock may be the biggest format overall in Pennsylvania, if someone wants to reach Democrats, the best format to use is AC. But in Georgia, AC is where Republicans are most likely to hear their radio spots, while urban-formatted stations connect campaigns with Democrats.
Meanwhile, in Wisconsin and Montana, the only answer is country — the format that holds the biggest reach across the board, regardless of political persuasion. And while music-based formats typically do best in reaching voters, the analysis shows news-talk comes out on top in New Hampshire, especially when targeting Democrats.
Katz Media’s analysis also shows just how many voters radio can reach. For instance, 91% of New Hampshire radio listeners are registered to vote, with similarly high levels in Montana and Wisconsin — where 89% of radio listeners are registered voters, followed by North Carolina (88%).
The profiles also show which issues are top of mind among voters in each of the battleground states. Katz’s survey shows inflation is the No. 1 concern among voters in nearly every state except one — Montana — where Democrats say their biggest focus is on preserving Social Security.
The battleground guide is part of the larger Katz Local Vote Interactive Guide, which includes radio and television insights into all 50 states. CLICK HERE to view the interactive map.
Katz Media Group released research last month showing that radio ranks as the most trusted source of information — and that it is proving itself as a unifying force, even in a historically divisive era in American politics.
According to Katz’s study, radio is the most trusted media among voters, with 8 in 10 calling it very trustworthy or trustworthy. Radio topped newspapers by +5% and magazines by double-digit margins. Trust in radio also topped that of TV by +23%, where the lion’s share of political ad budgets is typically spent. Social media was deemed least trusted, with just over a quarter of voters putting faith in it. Radio was considered trustworthy by nearly three times as many voters as social media.
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