What Does Nielsen Voter Ratings Predict for the Primaries?

I have consulted the tarot cards and they say that Bernie Sanders will win the Iowa primary. But this prediction is not rooted in data so there is still time to target potential voters by using  Nielsen’s Voter Ratings solution which has just been released in an enhanced, cross-platform version this week. This syndicated solution enables buyers and sellers to tackle reach more strategically reach and understand media potential voters’ preferences.

Voter Ratings Enhancements

The main sources of data in the Voter Ratings arsenal include Nielsen National and Local TV, Audio, and Digital, as well as important secondary sources such as nationwide voter registration data. “Nielsen Voter Ratings combines advanced meter technology, big data, people-powered panels, and voter registration data to provide persons-level, monthly voter based insights,” noted Peter Bradbury, executive vice president, media, at Nielsen.

According to their recent announcement, Voter Ratings measurement capability has now expanded into all 208 TV DMAs by incorporating Code Reader and RPD+ markets, similar to and compatible with their standard Local TV measurement protocol. Further, Voter Ratings can make use of voter target segmentations available in Local Nielsen Media Impact for cross-media planning and optimization for political advertising.

Voter Ratings Mechanics

How does it work? It all starts with a media plan by the candidates designed to target key persuadable voter segments — whether Democrat, Republican, Independent, or unaffiliated — before they vote in any national or local election. What Voter Ratings offers is greater insight into what content the specific voter segments are consuming so advertisers can target their messages to the right audience at the right time.

"We're so excited to offer this enhanced solution that will give insights into voters’ media preferences and behaviors,” Bradbury explained. “Nielsen Voter Ratings integrates our TV and Audio panels with voter registration data to offer voter segments unique to Nielsen, a potential game-changer in today’s dynamic political climate. With the presidential primaries beginning in February, this timely solution will facilitate the ability to reach custom segments of key voters.”

Voter Ratings Advantages

Now that Voter Ratings includes every DMA, this Nielsen system can now boast scale, coverage, and a highly accurate representation of all voter types and their viewing styles, such as broadcast-only and over-the-top homes. It helps advertisers uncover unique programs, networks, stations, and digital properties that will reach and resonate with their key voters audiences.

“The Nielsen Political portfolio includes National TV Voter Ratings, as well as local TV, and audio voter ratings, local consumer and media insights from Nielsen Scarborough, and Nielsen Media Impact for local cross-platform planning and optimization for TV, radio and digital.” stated Bradbury. “Whatever the party affiliation, gender, or age of the voter, Nielsen Voter Ratings delivers persons-level granularity that provides greater insights and a deeper understanding of how the voting public consumes media.”

The value of being able to hyper target a specific voter segment cannot be understated. “According to Pew Research, only 7% of American voters are independents and non-leaners,” explained Erich Prince. “With such a polarized political landscape, the ability to target that small important segment of people is key. If you can do that effectively, that would be a sought after solution for political advertisers,” he concluded.

So, is Bernie Sanders a shoo-in in Iowa? Better ask Nielsen.

This article first appeared in www.MediaVillage.com