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National Media
research reports
GRP Gap, GOP Problem
Since 2001, our research into the media habits of 2.4 million Americans has revealed that Democrat voters watch measurably more television than Republican and swing voters. Republican candidates are playing on a media field that is tilted against them.
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Demographics and Media Behaviors of Key 2012 Voter Groups
Demographics of political consumer segments While demographics alone are not necessarily predictive of political consumer voting behaviors and beliefs, this chart gives a sense of the similarities and differences across the groups. For example, in the upper left among high-turnout Democrats, the top-ranked demographic characteristic is African-American; the index score of 176 means that black [...]
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Independent Political Consumers
For the political marketer, identifying truly independent voters can be tricky because Americans are predisposed to say that they are one of them. After all, being an independent is a good thing.
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2010 Media Buying Trends: Dancing with the Stars (Part 1)
Briston Palin didn’t quite win, but ABC’s “Dancing with the Stars” clearly came out on top as the bipartisan 2010 favorite of both Democratic and Republican political media buyers during the fall campaign.
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2010 Media Buying Trends: Primetime TV (Part 2)
Finding Voters in Primetime Do media buyers’ primetime program choices line up with what their target voters are actually watching? To answer this question, we again look at the MRI survey data to profile national primetime audiences in terms of their propensity to vote and their partisanship. These data are summarized in the following bubble [...]
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