November 3rd is fast approaching, and campaigns, creators, and companies are very focused on how to reach potential voting blocks. Share of Ear® from Edison Research at SSRS has made it easier than ever to not only understand how people within each political party engage with audio daily but also to make comparisons across groups.
The Share of Ear team recently added a new feature within our interactive dashboard platform: The Crosstab Explorer. Subscribers are now able to toggle among a variety of different crosstabs (Party ID, age, gender, ethnicity, location, and daypart) and listening usage categories (audio platform, online audio service, ad-supported vs. ad-free, location, content, and device) to compare usage across audience segments.
Our insight this week uses the Crosstab Explorer dashboard to better understand how Republicans, Democrats, and Independents spend time with audio. AM/FM Radio accounts for the largest slice of audio time, and there is a significant difference between the amount of time Republicans spend with AM/FM Radio and the amount of time spent by Democrats or Independents. AM/FM Radio (which includes over-the-air and streams) accounts for 41% of daily audio time for Republicans and 31% of time for both Independents and Democrats. Streaming Music is the second-most listened-to platform and has less of a spread across political parties; Democrats spend 27% of their daily audio time with Streaming Music platforms, Independents spend 25%, and Republicans spend 21% of their daily audio time with Streaming Music.
As of our latest release, Democrats and Republicans spend a similar percentage of their daily audio time listening to podcasts; 9% of time for Republicans and 11% of time for Democrats. Out of the three groups, Independents devote the largest share of their time to podcasts, at 15% of time.
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