Targeted ads key in election battlegrounds

October 23, 2008 A new Nielsen PreView study scrutinizing the media consumption habits of U.S. voters in 13 of the most hotly contested states found that strategic media buying in cable could yield easy-to-overlook channels that offer high concentrations of viewers belonging to particular political parties. For instance, the automotive-themed cable network Speed Channel managed to attract higher concentrations of both Republican and independent voters than any other channel – even more than the 24-hour news networks. The PreView study, based on an online survey of 40,000 registered voters conducted Sept. 30, highlights the most efficient options for reaching viewers strictly by their political affiliation in the states where the bulk of marketing and campaigning will be targeted in the final weeks before the Nov. 4 election.

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