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Online Voters Visit Radio Websites

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. This observation comes from a study conducted by The Media Audit which interviewed 118,211 randomly selected adults in 88 markets across the nation. The telephone survey was completed between January 2006 and April 2007.

“Radio stations have a great opportunity to boost their political revenues by aggressively selling their websites in addition to selling their air time,” said Bob Jordan, president of The Media Audit. “Nearly 70 percent of radio website visitors are active voters compared to approximately 60 percent for the general market. That’s a 15 percent advantage….”

Nearly 75 percent of adults are internet users, and nearly two thirds of those internet users are active voters. Compared to the general market, internet visitors are 8% more likely to vote. The important thing for radio is that the 17.6 percent 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. However Republicans show a definite skew to internet use and visiting radio websites. Republicans are nearly 15 percent more likely to go to radio websites compared to the general adult population.

Republicans tend to skew to the business day when going online while Democrats and Independents tend to skew to late in the day.