The audience composition of local early and
late news in the Top 10 U.S. measured markets more closely
mirrored America’s voters with 32% of its viewership coming
from the core voter demographic of 35-54.
Furthermore, within the TV markets of the key
battleground states, local broadcast news delivered 28%
of the 35-54 voting demo, reinforcing the importance of
local broadcast news to political advertisers this year.
most effective and influential medium for political
campaigns to reach voters and hard data shows that local
broadcast news viewership is far more in line with today’s
(voter) than the national cable news networks.
For the key 35-54 voter demographic, a buy on local broadcast
TV news is on target. With only 22% of its audience
coming from this critical voter demographic, primetime
cable news is courting older non-voters at the expense of
younger active ones. The analysis of the Nielsen data
confirms that the voter demo viewership trends, which favor
local broadcast TV, carry over to the ten battleground states that are expected to have a dramatic impact on the outcome of the November election. Politicians can take this data to the bank and strategically purchase advertising on local broadcast television news to maximize effectiveness for their candidates this political season.