Accroître la portée de l'action grâce à la diffusion locale
Un moyen efficace d'atteindre les électeurs de l'élection présidentielle
Introduction
Comprendre comment les informations locales s'intègrent dans le régime médiatique des électeurs
Political campaigns must reach voters in an increasingly fragmented media landscape. To understand what role local news plays in 2024 voters’ media diet, Nielsen conducted a study in two markets—Cleveland, Ohio, and West Palm Beach, Florida—that spanned across generations and voter types.
Objectif
Révéler la consommation d'informations locales par les principaux publics
To help political advertisers understand the impact of local TV to their media plans, Nielsen studied how audiences across different generations and voting histories consumed local media. The study segmented voters by age: Baby Boomers 70+, younger baby boomers 60-69, Gen X 40-59, Gen Y 25-39 and Gen Z 18-24. The study also broke voters out into two groups: Potential Voters (those who never vote in local, statewide or presidential elections), and Reliable Voters (those who always vote).
Défi
Identifier le potentiel d'augmentation de l'audience parmi les électeurs
Once we established these groups’ media consumption behaviors, we wanted to dig even deeper into local streaming insights. We created an additional study of an ad schedule from a major advertiser in a top 10 designated market area (DMA) to understand if there was a unique audience on local streaming not reached by linear TV.
Solution
Measuring real people, not models
The study utilized Nielsen’s people panel, which collects demographics of actual persons instead of relying on modeled household data.
Principales conclusions
1 sur 3
Broadcast and cable are still dominant media channels, but 1 in 3 potential voters who watch local news watch through streaming only.
20%
L'ajout de la diffusion locale en continu à la grille a augmenté les GRP de 20 % pour les P25-54.
12%
L'ajout de la diffusion locale en continu a permis d'augmenter la portée totale de la programmation de 12 %.
Résultats
La diffusion locale en continu augmente la portée
In Nielsen’s study, the original advertising schedule had a reach of 482,425 on linear. An additional 63,000 in incremental reach was added to the buy from local streaming. This resulted in a total schedule reach of 551,000 and an increase of 12%.
Conclusion
La télévision locale reste un élément essentiel de la stratégie de campagne politique
If you want to reach voters and potential voters alike, local TV should remain a vital part of your media mix.
Vous souhaitez vous entretenir avec notre équipe d'experts ?
