Radio Websites Could Offer Astute Politicians an Advantage

At a time when political candidates are looking for every edge they can find to motivate voters, radio websites could be a good place to start, according to a study conducted by The Media Audit (via MediaBuyerPlanner).

“Nearly 70% of radio website visitors are active voters compared to approximately 60% for the general market. That’s a 15% advantage,” said Bob Jordan, president of The Media Audit.

Additional findings from the study:

• Nearly 75% of adults are internet users, and nearly two-thirds of those internet users are active voters.
• Compared with the general market, internet visitors are 8% more likely to vote.
• Moreover, the 17.6% of adult online visitors who go to radio websites are even more active voters than the average adult visitor to the internet.

• In terms of party affiliation and media use, both Democrats and Independents match the general market for going online or visiting radio websites.
• Republicans, however, show a definite skew toward internet use and visiting radio websites; they are nearly 15% more likely to go to radio websites compared with the general adult population:

• Republicans tend to skew to the business day when going online; Democrats and Independents tend to skew to late in the day:

About the study: The Media Audit interviewed 118,211 randomly selected adults in 88 markets across the US. The telephone survey was completed between January 2006 and April 2007.