TVB Analysis: Local News Viewers More In-Line with America’s Voters

Local Broadcast news viewership is much more in-line with today’s voting population. Based on TVB’s analysis of Nielsen Media Research data in May 2012 (4/26/12 – 5/23/12) and U.S. Census data from the last Presidential election (2008), only 19 percent of voters are Americans over the age of 65. With 50 percent of its audience among adults 65+, national cable news networks (CNN, CNBC, FOXNC, HLN and MSNBC) are courting older Americans who aren’t voting, while dramatically under-serving younger Americans who do. The largest group of voters fall between the ages of 35 and 54 (39%), closely mirroring the local early and late evening news viewership in the Top U.S. markets (32%).

For a more balanced distribution of America’s voters, local broadcast evening news delivers.

Voter Disconnect: Distribution of Voting Population in Comparison to News Viewers

Source: TVB Analysis of Nielsen Media Research Data. May 2012 (4/26-5/23/12). Live +7. National Cable primetime includes CNN, CNBC, FOXNC, HLN, MSNBC, 6p-12midnight. Top 10 local markets = NY, LA, Chicago, Philadelphia, Dallas, San Francisco, Boston, Washington DC, Atlanta, Houston. Battleground State Markets (DMAs measured) = COLORADO (Colorado Srings, Denver, Grand Junction), FLORIDA (Ft. Myers, Gainesville, Jacksonville, Miami, Orlando, Panama City, Tallahassee, West Palm Beach), MISSOURI (Columbia-Jefferson, Joplin, Kansas City, Springfield, St. Joseph, St. Louis), NORTH CAROLINA (Charlotte, Greenville-Spartanburg-Asheville-Anderson, Greensboro-High Point-Winston Salem, Greenville-New Bern-Washington, Raleigh-Durham, Wilmington), OHIO (Cincinnati, Cleveland, Columbus, Dayton, Lima, Toledo, Youngstown, Zanesville), PENNSYLVANIA (Erie, Harrisburg, Johnstown, Philadelphia, Pittsburgh, Wilkes-Barre), VIRGINIA (Charlottesville, Harrisonburg, Norfolk, Richmond, Roanoke, Tri-Cities, Washington, DC).

*Citizens Who Voted Data collected from "Voting and Registration in the Election of November 2008", U.S. Census Bureau.

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