After giving a first glimpse at this year’s Techsurvey results at CRS 2024, Jacobs Media is releasing a wealth of new data that could significantly influence how political campaigns leverage radio for advertising. With responses from over 29,000 US radio listeners, this survey provides a detailed look into the preferences and behaviors of radio’s core audience.
Perhaps unsurprisingly, the survey reveals a strong interest in the 2024 Presidential election among radio listeners. Over 80% of respondents, particularly older demographics and males, intend to follow the election closely.
Comparing data from 2020, the survey shows a 2-point shift towards the Democratic Party and a corresponding decline in Republican affiliation. Additionally, the proportion of Independents has increased by 2%, with nearly 30% of respondents not aligning with any party.
Techsurvey 2024 outlines clear generational and ethnic divides in political affiliation. Younger listeners – Gen Z and Millennials – tend to identify as Democrats, whereas older groups – Gen X, Boomers, and the Greatest Generation – lean towards the GOP. Ethnic minorities, particularly Black listeners, show a strong preference for the Democratic Party, while white listeners are more likely to support the GOP.
The survey categorizes listeners by their preferred radio formats, offering a unique lens to view political leanings. For instance, Country radio fans are predominantly Republican, Urban AC listeners largely support Democrats, and Sports Radio has the highest concentration of Independents.
Respondents’ living situations also correlate with political affiliations. Urban residents predominantly lean Democratic, rural listeners are majorly Republican, and suburbanites present a more mixed picture with a slight GOP preference. Interestingly, Independents are distributed equally across urban, suburban, and rural areas.
This spatial analysis of political preference underscores future uses for FM geo-targeting in political radio advertising.
Jacobs Media’s upcoming webinar in April promises to unveil more insights, further enriching the strategies for political advertising on radio.
