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INFLUENCEANDACTIVATEYOURVOTERBASE
WITHNIELSENPOLITICALSOLUTIONSCarolEdwards,SeniorVicePresident,NielsenMediaAnalyDcsRichTunkel,VicePresident,NielsenAudioFebruary3,2016
IT’SON!
WHYNOW?
WHYNIELSEN?
• 2016shapinguptobethelargestpoliDcalspendyet• PoliDcalcampaignshaveembracedBigDatavotersoluDons
• Themedialandscapeismorecomplexthaneverbefore
• TradiDonalmediafarstrongerthanmostassume
• TheonlyplaceforTotalAudience• Fully-representaDvelocalintelligence
• Bestin-classpanel+BigData
• SyndicatedsoluDonapplicableforallpoliDcalideologies
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
THEPOLITICALADVERTISINGLANDSCAPE
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9Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
FEBRUARY1st-Iowa
9th-NewHampshire
20th-Nevada(D),SouthCarolina(R)
23rd-Nevada(R)
27th-SouthCarolina(D)
MARCH1st-Alabama,Alaska(R),AmericanSamoa(D),Arkansas,Colorado,Georgia,Massachusebs,Minnesota,NorthDakota(R),Oklahoma,Tennessee,Texas,Vermont,Virginia,Wyoming(R)
5th-Kansas,Kentucky(R),Louisiana,Maine(R),Nebraska(D)
6th-Maine(D),PuertoRico
8th-Hawaii,Idaho,Michigan,Mississippi,DemocratsAbroad
12th-Guam,NorthernMarianas,DistrictofColumbia(R)
15th-Florida,Illinois,Missouri,NorthCarolina,NorthernMarianaIslands,Ohio
19th-VirginIsland
22nd-AmericanSamoa(R),Arizona,Idaho,Utah
26th–Alaska,Hawaii,Washington
APRIL
5th–Wisconsin
9th-Wyoming
19th-NewYork
26th-ConnecDcut,Delaware,Maryland,Pennsylvania,RhodeIsland
MAY3rd-Indiana
7th-Guam
10th-Nebraska
17th-Kentucky(D),Oregon
24th-Washington(R)
JUNE4th-VirginIslands(D)
5th-PuertoRico(D)
7th-California,Montana,NewJersey,NewMexico,NorthDakota(D),SouthDakota
14th-DistrictofColumbia(D)
2016PRESIDENTIALPRIMARY/CAUCUS/CONVENTIONSCHEDULERadioReachesVotersWhenItCounts
THEPOWEROFRADIO
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REACHINGTHEPEOPLEWEEKLY REACH (% OF POPULATION)
85%93%
40%
50%
74%
29%
73%
92%
49%45%
84%
40%
87%95%
47%
57%
86%
40%
92% 91%
31%
50%
60%
16%
TV RADIO TV-CONNECTEDDEVICES PC SMARTPHONE TABLET
ADULTSP18-34P35-49P50+
Source:NielsenComparableMetricsReportQ32015/Adults=P18+/TVConnectedDevices=DVD,GameConsole,MulDmediaDevice,VCRCopyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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REACHINGTHEPEOPLE
Source:TheNielsenTotalAudienceReportQ22015/TVConnectedDevices=DVD,GameConsole,MulDmediaDevice,VCR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A 2A 3A 4A 5A TV RADIO TV CONNECTED DEVICES PC SMARTPHONE TABLET
COMPOSITE (M-SU) OVERALL MEDIA USAGE: P18+ MAY 2015
MONTH
LY
REAC
H
(DVD,GameConsole,Mul1mediaDevice,VCR)
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REACHINGVOTERS
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NIELSENPOLITICALMEASUREMENTSOLUTIONS
• NielsenVoterRaHngs–MatchesVoterdatatoNielsenTV,Audio,TV/DigitalpanelsandprovidesraDngsbyPartyAffiliaDon,VoDngBehavior,orPoliDcalIssues
• NielsenScarborough–LocalMarketIntelligenceonConsumer’sMediapreferences,PartyAffiliaDon,VoDngandDonaDngBehaviors,InterestsandAntudes
MediaPlanningResourcesforLocalU.S.Markets
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
NIELSENVOTERRATINGS
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CONNECTINGMEDIAANDVOTINGBEHAVIORS
VOTERS
NIELSENPOLITICALSOLUTIONS
TV RADIO DIGITAL
Currency:PoliHcalData:
• TV• Radio• Print• Digital
• VoterRegistraHonLists
• PRIZM,ExperianSimmons®PoliHcalPersonas,etc.
Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy
3rdPartyBlindMatch
AUDIENCES VOTERS
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EXPERIANSIMMONS®POLITICALPERSONAS
Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy
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SuperDemocrats LeYOutDemocrats ConservaHveDemocrats17%ofregisteredvoters
40%ofregisteredDemocrats9%ofregisteredvoters
22%ofregisteredDemocrats16%ofregisteredvoters
38%ofregisteredDemocrats
Demographics:Black
CollegegraduateormoreEmployed
AverageAge:46AverageHHI:$98,000
Percentwithkidsinhome:34%
Demographics:Somecollege
Notmarried/employedAverageAge:44
AverageHHI:$69,000Percentwithkidsinhome:41%
Demographics:FemaleskewHispanic
SomecollegereDredandnotmarried
AverageAge:54AverageHHI:$60,000
Percentwithkidsinhome:30%
PoliHcalOutlook:Somewhatorveryliberal,SuperDemocratshavefarlepleaning
posiDonsonavarietyoftopics,includingtheenvironment,healthcare,internaDonal,
educaDon,andtheeconomy.TheyalsoholdveryliberalposiDonsonsocialissuessuchas
aborDonandlegalizaDonofdrugs.
PoliHcalOutlook:LepOutDemocratsconsiderthemselves“middleoftheroad”to“veryliberal.”TheyarenotveryengagedoropinionatedonthemajorityofpoliDcalandsocialissuesandhaveajadedviewtowards
thingslikeeducaDon,economy,andhealthcare.WhilethisgroupskewsHispanic,
theyprefercommunicaDoninEnglish.
PoliHcaloutlook:Thesewell-informedadultsarelikelytobe“middleoftheroad”or
somewhatliberal.ConservaDveDemocratshaveliberalviewstowardsimmigraDonandtheenvironmentbutstrayfromtradiDonalDemocratpartylinesonissuessuchas
aborDon.Theyaremorepro-life.Religionplaysanimportantroleintheirlife.
NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:DEMOCRATS
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy
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19
SuperDemocratAdultContemporary
PopContemporaryHitRadio
Country
HotAdultContemporary
AllSports
LeYOutDemocratUrbanAdultContemporary
UrbanContemporary
PopContemporaryHitRadio
AdultContemporary
MexicanRegional
ConservaHveDemocratCountry
AdultContemporary
UrbanAdultContemporary
ClassicHits
PopContemporaryHitRadio
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare
TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGDEMOCRATS
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NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:REPUBLICANS
VAR3MildRepublicans UninvolvedRepublicans UltraConservaHves
10%ofregisteredvoters30%ofregisteredRepublicans
6%ofregisteredvoters18%ofregisteredRepublicans
17%ofregisteredvoters52%ofregisteredRepublicans
Demographics:Maleskew
LargelyWhiteCollegegraduateormore
EmployedAverageAge:47
AverageHHI:$110,000Percentwithkidsinhome:35%
Demographics:MaleskewAsianskewSomecollegeEmployed
AverageAge:44AverageHHI:$92,000
Percentwithkidsinhome:42%
Demographics:FemaleskewLargelyWhite
ManyarereDredAverageAge:53
AverageHHI:$83,000Percentwithkidsinhome:35%
PoliHcalOutlook:ConsiderthemselvessomewhatconservaDve.Onthefencewhenit
comestoissueslikehealthcare,theenvironment,andreligion.MoreconservaDve
onsocialsecurity,internaDonal,andeducaDon,butmoreliberaltowardsaborDon
rightsandthelegalizaDonofmarijuana.
PoliHcalOutlook:UninvolvedConservaDvesarenotparDcularlyengagedintheir
communiDesorkeypoliDcaltopicssuchastheenvironment,educaDon,orhealthcare.Theydoespouseright-leaningantudeswhenitcomestointernaDonalissuesandfinances
though.
PoliHcaloutlook:UltraConservaDvesarewell-informed,community-mindedvoterswithstrongopinionsandviewsthatreflect
theirconservaDveoutlook.TheyhavetradiDonaltoconservaDveviewsonkeyissuesofemployment,immigraDon,healthcare,andtheenvironment,andevenmoreconservaDve
onsocialissues.
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy
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TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGREPUBLICANS
MildRepublicansCountry
HotAdultContemporary
PopContemporaryHitRadio
AdultContemporary
AllSports
UninvolvedRepublicansPopContemporaryHitRadio
Country
UrbanAdultContemporary
AdultContemporary
HotAdultContemporary
UltraConservaHvesCountry
AdultContemporary
ClassicRock
ClassicHits
HotAdultContemporary
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare
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NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:INDEPENDENTS
OntheFenceLiberals GreenTradiHonalists16%ofregisteredvoters
65%ofregisteredIndependents8%ofregisteredvoters
35%ofregisteredIndependents
Demographics:MaleSkew
LargelyWhiteCollegegraduateormore
EmployedAverageAge:43
AverageHHI:$89,000Percentwithkidsinhome:40%
Demographics:EvenmalefemaleLargelyWhite
CollegegraduateormoreAboveaverageunemployedandreDred
AverageAge:49AverageHHI:$79,000
Percentwithkidsinhome:36%
PoliHcalOutlook:OntheFenceLiberalshavea“middle-of-the-road”toliberaloutlook.Whiletheydon’thavevery
strongfeelingsonmostkeypoliDcalissues,theydohavelep-leaningantudesonissuessuchasaborDon.Theyareonthefencewhenitcomestohealthcare,theeconomy,educaDon,
andinternaDonal.
PoliHcaloutlook:GreenTradiDonalistsleantothepoliDcalright.TheirantudestowardsaborDon,socialsecurity,healthcare,andreligionsallskewconservaDve.The
environmentisakeyissueforthisgroupastheyareacDveparDcipantsinrecyclingprogramsandareconcernedabout
polluDon.
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TOPRADIOFORMATSBEYONDNEWSTALKFORREACHINGINDEPENDENTS
OnTheFenceLiberalsAdultContemporary
PopContemporaryHitRadio
HotAdultContemporary
ClassicHits
Country
GreenTradiHonalistsAdultContemporary
Country
ClassicHits
PopContemporaryHitRadio
ClassicRock
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare
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NATIONALPROFILEPOLITICALSEGMENTSINDETAIL:UNREGISTERED
Unconnected&Unregistered InformedbutUnregistered
69%ofunregisteredvoters 31%ofunregisteredvoters
Demographics:Maleskew
Diverse,aboveaverageHispanicHighschoolorless
EmployedorstudentsAverageAge:40
AverageHHI:$70,000Percentwithkidsinhome:46%
Demographics:Femaleskew
Diverse,aboveaverageHispanicSomecollege
UnemployedorhomemakerAverageAge:46
AverageHHI:$61,000Percentwithkidsinhome:46%
PoliHcalOutlook:Beingasunconnectedastheyare,thissegmenthasnoidenDfiablepoliDcalslant.Infact,theyhavenostrongfeelingstowardstheenvironment,healthcareor
socialsecurity,thoughtheydoleanleponissueslikeaborDonandmarijuanalegalizaDon.TheskewmoreHispanic
thananysegment.
PoliHcalOutlook:Whilenotregisteredtovote,thissegment’smembershaveverystrongopinionsthattendtoleanmoreconservaDve,especiallywhenitcomestoaborDonandlegalizaDonofmarijuana.Well-informedandawareoftheissues,theyareengagedintheircommuniDesandstrive
forabeberenvironment.
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy
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TOPRADIOFORMATSTOREACHUNREGISTEREDVOTERS
UNCONNECTED&UNREGISTERED
PopContemporaryHitRadio
AdultContemporary
HotAdultContemporary
MexicanRegional
UrbanAdultContemporary
INFORMEDBUTUNREGISTERED
Country
PopContemporaryHitRadio
HotAdultContemporary
AdultContemporary
ClassicRock
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:ExperianMarkeDngServices’SimmonsNaDonalConsumerStudy,2015;NielsenPPM,Q22015,Persons18+,AQHShare
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ISSUE-SPECIFICMESSAGESTOSEGMENTS
ExperianMarkeDngServices'SimmonsNaDonalConsumerStudy
POLITICALISSUE SuperDemocrats
LeYOutDemocrats
ConservaHveDemocrats
On-the-FenceLiberals
GreenTradiHonalist
MildRepublicans
UninvolvedRepublicans
UltraConservaHves
POLITICALOUTLOOK
VERYLIBERAL LIBERAL SOMEWHAT
LIBERALSOMEWHATLIBERAL
SOMEWHATCONSERVATIVE
SOMEWHATCONSERVATIVE CONSERVATIVE VERY
CONSERVATIVE
ENVIRONMENT Liberal Noopinion Liberal Liberal On-the-fence Noopinion ConservaHve
HEALTHCARE Liberal JadedView On-the-fence ConservaHve On-the-fence Noopinion ConservaHve
INTERNATIONAL Liberal Noopinion Liberal On-the-fence ConservaHve ConservaHve ConservaHve
LEGALIZEMARIJUANA Liberal Noopinion Liberal ConservaHve
ABORTION Liberal Noopinion ConservaHve Liberal ConservaHve Liberal ConservaHve
ECONOMY Liberal JadedView On-the-fence ConservaHve ConservaHve
EDUCATION Liberal JadedView On-the-fence Noopinion ConservaHve
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THEDATAINACTION
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REACHINGVOTERSINNORFOLK
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Thirty-fivepercentoftheNorfolk-VirginiaBeach-NewportNewsMetroPPMpopulaDonareregisteredDemocrat
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REACHINGALLTHEPOTENTIALVOTERSWEEKLYREACH(%OFPOPULATION)
16%20%
47%
23%
28%25%
31%
25%
10%
17%
24%21%
ModernAC AdultContemporary UrbanACLepoutDemocrats ConservaDveDemocrats MildRepublicans Informed,Unregistered
Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12amcumeraDng
WPTE-FM WWDE-FM WVKL-FM
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NORFOLKCONSERVATIVE&REPUBLICANVOTERS
Top10StaHonsConservaHveDemocrats
AQH(00)
UrbanAdultContemporary 1300
Country 900
AdultContemporary 800
ModernAC 600
ClassicRock 700
UrbanContemporary 400
AdultContemporary 500
AcDveRock 500
AdultStandards/MOR 500
RhythmicCHR 300
Top10StaHons
Top10StaHonsMildRepublicans
AQH(00)
AdultContemporary 1000
Country 900
ModernAC 900
AdultContemporary 800
AcDveRock 800
ClassicRock 700
PopCHR 500
UrbanContemporary 400
UrbanAdultContemporary 200
AllSports 200
Top10StaHonsUltraConservaHves
AQH(00)
AdultContemporary 1100
ClassicRock 1000
Country 600
AdultContemporary 400
AcDveRock 400
ModernAC 200
UrbanAdultContemporary 400
AllSports 300
UrbanContemporary 200
PopCHR 100
Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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NORFOLKMILDREPUBLICANVOTERSTop10StaHonsMillennialvoters
AQH(00)
AcDveRock 500
ModernAC 500
Country 100
UrbanContemporary 300
PopCHR 200
AdultContemporary 300
AdultContemporary 100
ClassicRock 100
RhythmicCHR 100
UrbanAdultContemporary 100
Top10StaHonsByAgeGroupTop10StaHonsGenXvoters
AQH(00)
AdultContemporary 400
ClassicRock 100
ModernAC 200
AdultContemporary 300
AcDveRock 200
AllSports 100
UrbanContemporary 100
UrbanAdultContemporary 100
PopCHR 100
Country 100
Top10StaHons55+voters
AQH(00)
AdultContemporary 500
Country 400
ClassicRock 200
AdultContemporary 200
ModernAC 100
PopCHR 100
Source:NielsenAudioVoterRaDngs,Norfolk,VASpring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
JacksonvillehasthelargestproporHonof“MildRepublicans”
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
OrlandohasthelargestproporHonof
“OnTheFenceLiberals”
MildRepublicans
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
Tampa-St.Petersburg-Clearwaterhasthemostregisteredvotersandthebiggestblendofpersonas
MildRepublicans
OnTheFenceLiberals
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DISSECTINGTHESWINGSTATE:FLORIDA
WestPalmBeach-BocaRatonhas
thelargest“Unconnected&Unregistered”and“SuperDemocrats”
MildRepublicans
OntheFenceLiberals
Balanced
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
MildRepublicans
OnTheFenceLiberals
Balanced
SuperDemocrat
MiamihasthelargestproporHonof
“LeYOutDemocrats”andmostDemocratsoverall
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DISSECTINGTHESWINGSTATE:FLORIDA
Source:NielsenAudioVoterRaDngs,Spring2015Persons18+,Mon-Sun6am-12am
MildRepublicans
OnTheFenceLiberals
BalancedSuper
Democrat
LeYOutDemocrat
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
EachFloridametrohasitsowndisHnctpoliHcalmediasegmentsandstrategies
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LIBERALSWINGVOTERSACROSSFLORIDA
Jacksonville AQH(00)
NewsTalkInformaDon 1000
Country 700
ClassicHits 900
Country 400
AdultHits 200
NewsTalkInformaDon 400
AdultContemporary 800
PopContemporaryHitRadio 300
UrbanAdultContemporary 500
AlternaDve 300
Top10StaHonsforP35+“On-The-FenceLiberals”
Orlando AQH(00)
AdultContemporary 1700
Country 1200
ClassicHits 1300
PopCHR 1000
HotAdultContemporary 800
ClassicHits 700
ChrisDanAC 500
NewsTalkInformaDon 500
Talk/Personality 500
UrbanAdultContemporary 300
Miami-Ft.Lauderdale-Hollywood
AQH(00)
AdultContemporary 2800
SpanishContemporary 1800
ClassicRock 1500
ClassicHits 1400
SpanishContemporary 1400
SpanishContemporary 1200
PopCHR 1000
SopAdultContemporary 1000
Country 1000
PopContemporaryHitRadio 900
Source:NielsenAudioVoterRaDngs,Spring2015Persons35+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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REACHINGLATINOVOTERSINFLORIDA
0
0.2
0.4
0.6
0.8
1
1.2
1.4
DemoRaDngs VoterRaDngs
ReachingHispanicDemocratsinTampa
SpanContemp
AdultContemp
Classichits
SopAC
PopCHR
Hola Hello
Source:NielsenAudioVoterRaDngs,Spring2015Hispanic18+,Mon-Sun6am-12am Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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REACHINGLATINOVOTERSINFLORIDA
0
0.2
0.4
0.6
0.8
1
1.2
1.4
DemoRaDngs VoterRaDngs
ReachingHispanicRepublicansinMiami
SpanishContemp
SpanNews
ClassicHits
SpanContemp
AC
Hola
Hello
Source:NielsenAudioVoterRaDngs,Spring2015Hispanic18+,Mon-Sun6am-12am
Hola
Hola
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DISSECTINGTHESWINGSTATE:OHIO
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DISSECTINGTHESWINGSTATE:OHIOConnecHngwithOhio“MildRepublican”VotersThroughoutTheDay
Source:NielsenAudioVoterRaDngs,Spring2015Persons35+,RankedbasedonAQHpersonsamongMildRepublicans
Top3staHons Morning Midday AYernoon Evening
Cleveland
ClassicHitsNewsTalkAcHveRock
CountryNewsTalkClassicHits
NewsTalkClassicHitsAdultHits
NewsTalkCountryClassicHits
Columbus
NewsTalkCountryHotAC
CountryAdultContemporaryNewsTalk
NewsTalkCountryAllSports
CountryAdultContemporaryClassicHits
CincinnaD
NewsTalkHotACAllSports
NewsTalkCountryClassicHits
NewsTalkClassicHitsHotAC
NewsTalkClassicalHotAC
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
NIELSENVOTERRATINGS
• All48electronicallymeasuredmarkets• AvailabletoyouvianaDonalrepfirmsand
manylocalbroadcastgroups• Fully-representaDveofregisteredvoters• Consistentdata,updatedthroughout2016• SyndicatedsoluDonapplicableforall
poliDcalideologies
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
NIELSENSCARBOROUGHSOLUTIONS
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46
DISCOVERTHECONNECTIONBETWEENMEDIACONSUPTIONANDVOTINGBEHAVIOR
TELEVISION
CABLE RADIO OUTOFHOME
PRINT DIGITAL/SOCIAL
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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47
MAKETHECONNECTIONBETWEENAUDIENCESANDVOTERSINALLLOCALMARKETS
VoHngBehaviorsavailableinScarborough(Mid-SizeMarkets):AllSelf-IdenHfied
PoliHcalPartyAffiliaHonDemocratRepublicanIndependentIndependent–butfeelclosertoDemocratIndependent–butfeelclosertoRepublicanNoneofthese
RegisteredtoVoteinDistrictofResidence?YesorNo
HowOYenVoteinLocalElecHons?Always,SomeDmes,NeverHowOYenVoteinStateElecHons?Always,SomeDmes,Never
HowOYenVoteinPresidenHalElecHons?Always,SomeDmes,Never
Source:NielsenScarborough
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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48
DELIVERINGINSIGHTSIN145+LOCALMARKETS
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
Source: Nielsen Scarborough
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49
23%
19%
11%
Republican Democrat Independent
80%ofRoanoke-Lynchburg
ResidentsAged18+areRegistered
Voters30%
Local
67%
HowoYendoRoanoke-LynchburgResidentsshowupatpolls?
AlwaysvoteinPresidenDalelecDons 39%
State
SECURETHEROANOKE-LYNCHBURGVOTE
Source: Nielsen Scarborough Roanoke-Lynchburg, VA R12015
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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50
SECURETHEROANOKE-LYNCHBURGVOTE
TopFormatsForRegisteredVoters
Democrat Republican Independent
UrbanAC Country Country
Country News/Talk PopCHR
News/Talk AdultContemporary News/Talk
RhythmicCHR ClassicRock AdultContemporary
Source: Nielsen Scarborough Roanoke-Lynchburg, VA R1 2015 Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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51
130
100109
126
96108 101 97 102 101
112
92 9180
108115103
76 77
109110 109100
59
101
Radio CableNetwork BroadcastTV DailyNewspaper Internet
Democrat RepublicanIndependent Independent,butfeelclosertoDemocratIndependent,butfeelclosertoRepublican
IndicesAcrossAllPartyAffiliaHons
Source:NielsenScarborough
EVALUATEMEDIATOEFFECTIVELYINFORM,INFLUENCE,ANDREACHVOTERS
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.
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52
DETERMINEBESTPLACEMENT
RegisteredDemocratsare55%morelikelythanthemarketaveragetobelisteningtoWAAA-FM,M-F7pm-mid
M-F7pm-mid
M-F6am-10am
M-F3pm-7pm
155 121 110Democrats
ShowCandidatesWhichDaypartsGetTheBestROI
Copyright©2016TheNielsenCompany.ConfidenDalandProprietary.Source:NielsenScarborough
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53
MATCHINGKEYISSUESANDLOCALRADIO(Index100=MarketAverage)
EmployedFullTime Uninsured
EnvironmentallyFriendly:OwnsaHybridVehicle
LivinginaPartnered
RelaHonship
108 10294116Registeredvoterswholistenstoradioare16%morelikelytoownahybridvehicle.
Registeredvoterswholistenstoradioare8%morelikelytobeemployedfullDme.
Source:NielsenScarboroughCopyright©2016TheNielsenCompany.ConfidenDalandProprietary.
InfluenceandacDvateyourvoterbasewithRadioAndNielsenPoliDcalSoluDons
QuesDons?
StevenPortnoyCBSNewsCongressionalCorrespondent
AnthonySalvantoCBSNewsElecDonsDirector
StevenPortnoyCBSNewsCongressionalCorrespondent
AnthonySalvantoCBSNewsElecDonsDirector
TAMMYGREENBERGtgreenberg@rab.com
ContactforPresentaDon
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