ksl: delivering voters for you!
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Transcript of ksl: delivering voters for you!
ksl.com: delivering voters for you!
Voter DemographicsThe following are based on responses by those who reported being Democrats, Republicans or Independents and voted in the past year.
There are nearly as many self-identified Independent voters as Republican voters
Voters by party affiliation
Democr
at
Repub
lican
Indep
ende
nt
9.9
27.1 24.9
Voted last year and is…
Democr
at
Repub
lican
Indep
ende
nt0
1020304050607080
MALEFEMALE
Among Democrat voters, women outnumber men by more than 2:1
Among Republicans and Independents, men outnumber women by 10-15%
Voter gender by party affiliation
18-20
21-24
25-34
35-44
45-49
50-54
55-64
65-74
75 +
0
5
10
15
20
25
30
DemocratRepublicanIndependentPe
rcen
tAge of voters by party affiliation
Republicans: skew heavily 25-44 Independents: skew heavily 21-44; 55-
64 Democrats: skew heavily 25-34; 50-
64
Ethnicity by party affiliation
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
Hispanics comprise 45% of Democrat voters
Income by party affiliation
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+05
101520253035404550
DemocratRepublicanIndependent
Voter Trends
The rise of Independents• Independent voters nearly = Republican voters• Sharp decrease in Republicans / increase in Independents after 2010 election• Growth of Independents has come primarily from former Republicans• Democrats peaked when Pres. Obama was elected; have been in gradual decline
since
SLC20
8IN
SLC40
8IN
SLC20
9IN
SLC40
9IN
SLC21
0IN
SLC41
0IN
SLC21
1IN0
100,000200,000300,000400,000500,000600,000
0200,000400,000600,000800,0001,000,0001,200,000
Voted Past Year and is a…
Democrat Republican Independent Total
Vote
rs b
y A
ffilia
tion
Tota
l Vot
ers
(top
blu
e lin
e)
Obama Elected 2010
election
Targeting Voters by Voting Preference
Targeting Republican Voters
Democrat Republican Independent0
1020304050607080
MALEFEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+05
101520253035404550
Democrat Republican Independent
H.S. OR LE
SS
H.S. GRADUATE
SOME C
OLLEGE
COLLEGE D
EGREE
ADVANCED DEG
REE05
101520253035
Democrat Republican Independent
Key targets: 25-44 white slightly male with some college / college degree earning $35-$100KSecondary targets: add 55-64; advanced degrees; $25-35K
Targeting Democrat Voters
Democrat Republican Independent0
20
40
60
80
MALEFEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+05
101520253035404550
Democrat Republican Independent
H.S. OR LE
SS
H.S. GRADUATE
SOME C
OLLEGE
COLLEGE D
EGREE
ADVANCED DEG
REE05
101520253035
Democrat Republican Independent
Key: 25-34/45-64 white or Hispanic female with high school diploma/some college earning $35-$75KSecondary: add 65+ and advanced degrees
Independents comprise the second largest voting bloc, just behind Republicans.
All Independents are not the same.
Some Independents lean Democrat.
Some Independents lean Republican.
By identifying common traits, you can target the Independents that are most likely to vote each way.
And win elections as a result.
Lean Democrat
Lean Republica
n
Targeting Independents
Targeting Independents Who Lean Republican
Democrat Republican Independent0
1020304050607080
MALEFEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+05
101520253035404550
Democrat Republican Independent
H.S. OR LE
SS
H.S. GRADUATE
SOME C
OLLEGE
COLLEGE D
EGREE
ADVANCED DEG
REE05
101520253035
Democrat Republican Independent
Key targets: 25-44 white skewing slightly male with some college / college degree earning $35-$75KSecondary: add 55-64; advanced degrees; $75-$100K
Targeting Independents Who Lean Democrat
Democrat Republican Independent0
1020304050607080
MALEFEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+05
101520253035404550
Democrat Republican Independent
H.S. OR LE
SS
H.S. GRADUATE
SOME C
OLLEGE
COLLEGE D
EGREE
ADVANCED DEG
REE05
101520253035
Democrat Republican Independent
Key targets: 25-34/45-64 white/Hispanic female with high school diploma /some college earning $35-$75KSecondary: add advanced degree
ksl.com delivers Republican and Republican-leaning
voters
ksl.com delivers 73.4% of self-identified Republican voters…
ksl.com delivers far more Republican voters than any of the late newscasts!
LATE NEWS*KTVX C 4
LATE NEWS*KUTV C 2
PRIME NEWS*KSTU C 13
LATE NEWS*KSL C 5
KSL.COM
13.4
22.3
25.3
39.4
73.4
CUME RATINGS
ksl.com delivers 88.1% of the demographic most likely to vote Republican!
LATE NEWS*KUTV C 2
LATE NEWS*KTVX C 4
PRIME NEWS*KSTU C 13
LATE NEWS*KSL C 5
KSL.COM (TV)
10
12.8
19.9
34.3
88.1
25-44; male; white; some college/college degree; $35-$100K
ksl.com delivers 78.6% of Independents most likely to vote Republican
LATE NEWS*KUTV C 2
LATE NEWS*KSL C 5
LATE NEWS*KTVX C 4
PRIME NEWS*KSTU C 13
KSL.COM
11
22.3
25.3
39.3
78.6
25-44; white; male; some college/college degree; HHI $35-$75K
ksl.com delivers Democrat and Democrat-leaning
voters
LATE NEWS*KTVX C 4
PRIME NEWS*KSTU C 13
LATE NEWS*KSL C 5
LATE NEWS*KUTV C 2
KSL.COM
21.6
38.5
40.3
46.3
52.3
Voted past year and is a Democrat
More Democrat voters than any late TV newscast
94.2% of the younger demographic most likely to vote Democrat…
LATE NEWS*KTVX C 4
LATE NEWS*KUTV C 2
PRIME NEWS*KSTU C 13
LATE NEWS*KSL C 5
KSL.COM
10.1
22.7
39.4
52.2
94.2
25-34; female; H.S. diploma/some college; $35-$75K
55.8% of the older demographic most likely to vote Democrat…
LATE NEWS*KTVX C 4
LATE NEWS*KUTV C 2
LATE NEWS*KSL C 5
PRIME NEWS*KSTU C 13
KSL.COM
23.3
31
40.8
43
55.8
45-64; female; H.S. diploma/some college; $35-$75K
96% of younger, white, Independent voters most likely to vote Democrat…
LATE NEWS*KUTV C 2
LATE NEWS*KTVX C 4
PRIME NEWS*KSTU C 13
LATE NEWS*KSL C 5
KSL.COM
0
0
33.9
39.3
96.3
25-34; female; white; H.S. diploma/some college; $35-$75K
100% of younger, Hispanic, Independent voters most likely to vote Democrat…
LATE NEWS*KUTV C 2
LATE NEWS*KTVX C 4
LATE NEWS*KSL C 5
PRIME NEWS*KSTU C 13
KSL.COM
0
0
33.9
33.9
100
25-34; female; Hispanic; H.S. diploma/some college; $35-$75K
62.4% of older, white, Independent voters most likely to vote Democrat…
LATE NEWS*KTVX C 4
LATE NEWS*KUTV C 2
LATE NEWS*KSL C 5
PRIME NEWS*KSTU C 13
KSL.COM
14.2
27.3
36.8
39.7
62.4
45-64; white; female; H.S. diploma/some college; $35-$75K
70% of older, Hispanic, Independent voters most likely to vote Democrat…
LATE NEWS*KTVX C 4
LATE NEWS*KUTV C 2
LATE NEWS*KSL C 5
PRIME NEWS*KSTU C 13
KSL.COM
12.4
21.1
28.6
53
70
45-64; female; Hispanic; H.S. diploma/some college; $35-$75K
Where voters live
Where Democrat voters are concentrated
PAST YEAR VOTED AND IS A DEMOCRAT18,000
1,897
200
Where Independent voters are concentratedIndependent voters are heavily concentrated in just a few geographic pockets. Dark green zip codes have 40,000 Independent voters. Light green, just 2,000. ksl.com can target just the zip codes where Independent voters live.
PAST YEAR VOTED AND IS A INDEPENDENT
40,000
2,000
100
Where Republican voters are concentratedRepublican voters are also heavily concentrated in pockets.
PAST YEAR VOTED AND IS A REPUBLICAN
25,000
12,500
0
ksl.com: delivering voters for you!