Jacobs Media has released the first portion of its annual Techsurvey, and one of the results shows how important the upcoming election is for radio listeners.
In a survey of nearly 30,000 radio listeners, the results show that the election is near the top of mind for a vast majority of users.
When asked “How closely do you plan on following the 2024 U.S. Presidential Election coverage?”, 51% of respondents said they would “very closely” be monitoring the situation. Meanwhile, another 35% added they would “somewhat closely” follow the developments along the campaign trail.
15% claimed they would “not closely at all” be following the run-up to the November election.
Unsurprisingly, the numbers are higher for more older listeners. 92% of the “Greatest” generation said they would either very closely or somewhat closely follow the election. Boomers (89%), Gen X (84%), Millennials (76%), and Gen Z (75%) each responded in descending figures.
Men were more likely than women to follow the election closely, with 89% of males saying they would “somewhat or very closely” follow the Presidential election. 83% of females responded similarly.
Meanwhile, a whopping 94% of those who spend the majority of their time with spoken word audio fall into the “very or somewhat closely” category. 83% of those who predominately listen to music stations responded the same.
In the report, Jacobs Media President Fred Jacobs shares his belief that the numbers show how powerful of an advertising medium AM/FM radio can be for political campaigns.
“While Techsurvey 2024 results won’t be widely released until next month, the importance of this data for radio stations today is obvious,” Jacobs said. “As the Nielsen study notes, radio is an excellent marketing vehicle in political races.”
