The discussion around political advertising spend and OOH has ramped up as we enter campaign season! For those “Cohooters,” you may have noticed a number of inquiries on the topic as well. In a recent Friday Fast Fact post, we provided some insights into political audiences, and how to use Geopath Insights to target these segments. For today’s post, we decided to dive deeper into the audiences that political campaigns will be working to reach. So, without further ado, here are 20 quick facts on politics and OOH.
People Who Make Political Contributions
- People who make political contributions are 10% more likely than the general public to pay attention to OOH advertising
- They are 26% more likely to say they pay attention to billboards than the average person
- They are 45% more likely to say they’ve seen an ad in an airport in the last 30 days
Liberal Leaning Voters
- People who describe themselves as “Somewhat or Very” Liberal are 8% more likely than the total population to say they’ve paid attention to an OOH ad in the last 30 days
- They are 39% more likely to say they have noticed a transit ad
- They are 22% less likely to have a cable or satellite subscription in their homes
Conservative Leaning Voters
- Conservatives are 13% less likely to have used a social network in the last 30 days than the rest of the population
- They are 16% less likely to have watched a video online
- They are 6% less likely to have used a search engine
- They are 3% more likely to say they’ve paid attention to OOH advertising
Middle of the Road Voters
- Voters who describe themselves as “middle of the road” are 13% less likely than others to say they have read about news or current events online in the last 30 days
- They are 5% less likely to say they’ve noticed any internet ads in the last 3 months
Presidential Campaign Voters
- Those who voted in the last presidential election are 9% more likely than the total population to say they’ve noticed a billboard in the last 30 days
- They are 9% more likely than the general population to say that they avoid watching ads on TV
State Election Voters
- Those who voted in the last state election are 8% more likely to say they’ve noticed billboards
- 45% of them say they mute or change the channel during TV commercials
All Registered Voters
- Registered voters are 7% more likely than the total population to say that they’ve noticed a mobile billboard or OOH display on a truck or van in the last 30 days
Geopath Audience Targets
- In an average week, the audited inventory in the Geopath Insights Suite delivers more than 18 billion impressions to people who always vote in local elections
- And 15 billion impressions to independent voters
- There are approximately 800 audited roadside units in the Philadelphia DMA that over-index by 110 or more for reaching audiences who have donated to a political cause in the last year
All of this information (and much, much more) is available to Geopath members. Reach out to us at geekOUT@geopath.org
The first ten facts were originally put together for our friends over at Cohoot. Sales professionals — to make sure you don’t miss out on more, please visit the site and sign up!
What is Cohoot?
Cohoot is the anonymous feed for media salespeople. Hundreds of sellers gather on Cohoot’s dedicated OOH channel to share inside info about advertisers and agencies. To learn more, visit this article on OOHToday explaining the new platform!
Want an invite to Cohoot?
Cohoot is currently invite-only, but there are some invites reserved for salespeople working at OOH vendors. If you want to check your eligibility, go to Cohoot.com and see if your work email will unlock one of our reserved invites. Make sure you switch the “Have an Invite Code?” toggle to ‘NO’ before you try inputting your work email.
Sources: Spring 2019 12 Month AHCS/Geopath