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Why Democratic Candidates Should Put Podcasts On Their Media Plan.

Thanks to the domination of conservative voices on talk radio, when the political camps are looking for audio outlets for their advertising this election season there is a strong case to be made to Republicans. Edison Research’s Share of Ear data shows during the first quarter Republicans were nine-times more likely to listen to AM/FM radio that the average U.S. adult. On the other hand, stations may want to lead with their podcast options when talking to a Democrat. Edison says they were 21-times more likely to listen to a podcast during the first quarter than adults overall.

Independents can be the hardest of all for ad buyers to target. Edison says they are three-times more likely to listen to ad-supported streaming music. And 23-times more likely to consume music videos on YouTube. To determine political affiliation, Edison says Share of Ear survey respondents are asked, “No matter how you vote, do you usually think of yourself as a Democrat, Republican, Independent, or Something Else.

“It’s important to emphasize that campaigns at all levels should be putting more of their money into audio. Fully 84% of the voting-age public is reached by ad-supported audio daily,” Edison says in a blog post.

Radio may be best to reach Republicans, Nielsen released a report in February showed that AM/FM’s broad reach means it is good to reach voters of all political stripes. In terms of monthly voter reach, broadcast radio outperforms broadcast TV among Republicans (93% to 90%), among Democrats (92% to 85%), and among unaffiliated voters (92% to 79%). In each case, broadcast radio is second only to digital, which reaches 97% or 98% of each group.

Shifting more of the budget to CTV and digital wouldn’t compensate for TV’s diminishing returns according to Nielsen. It says AM/FM radio is shown to add more than 14 points of incremental reach beyond TV, CTV, and digital, It is among light TV viewers where AM/FM radio adds the most incremental reach. That’s because most radio consumption occurs out of home and away from the flat screen. The Nielsen analysis also shows that radio is essential for a media plan that aims to reach young voters.

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