Early voting in the state is already underway. So where are voters getting their information before going to the polls?
New data from Edison Research at SSRS Weekly Insights reveals voters from all spectrums are listening to audio to become more informed before voting.
Some of the audio formats include talk radio and commercials run on music stations.
RADIO
AM/FM Radio takes the top spot for those listening to audio. But the survey shows there is a vast difference between the amount of time Republicans spend with AM/FM Radio compared to the amount listened by Democrats and Independents.
Republicans that listen to AM/FM Radio (which includes over-the-air and streams) takes in 41% of daily audio time where Democrats and Independents account for 31%.
The numbers show Streaming Music is the second-most listened-to platform.
More Democrats (27%) said their top choice of their daily audio time was tuning into Streaming Music platforms, followed by Independents at 25%, and Republicans (21%).
PODCAST
Edison’s numbers show, as popular as some podcasts have become, both Republicans and Democrats spent almost the same amount of time listening.
Only 9% of Republicans said they got their information from podcast versus 11% of Democrats. But more Independents (15%) said they spent more time listening to podcast world.
VIDEO & OTHER ALTERNATIVES
The Edison survey shows a smaller number of voters did tune into political commercials running on social media platforms like YouTube and other radio alternatives like satellite radio SiriusXM.
The bottom line, AM/FM continues to be the largest media outlet for voters among the 3 political parties but with a larger audience coming from GOP voters.
