National Media Research, Planning and Placement

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How Voters Use Media | GRP Gap, GOP Problem | TV Skews Blue | Targeting on Cable | Voters on the Internet

GRP Gap, GOP Problem

Since 2001, our research into the media habits of 1.8 million Americans has revealed that Democrat voters watch measurably more television than Republican and swing voters.

This “GRP Gap” gives Democrat candidates an important advantage. Democrats can reach their target voters at a lower cost. For our Republican clients, we’ve developed media research and planning techniques to shrink the GRP Gap.

  • During Monday – Friday, the average TV program has a rating among Democrat base voters that is 26% higher than the program’s rating among Republican base voters. In other words, Democrat voters are 26% more likely than Republicans to be watching.
  • The Monday-Friday GRP Gap is largest during 9am-4pm daytime viewing, and smallest during primetime.

  • Republican voters are easier to find on the weekend. On Saturday and Sunday, the
    average GRP Gap shrinks to about 6% compared to 26% during Monday – Friday.
To see a national graph of Monday – Friday GRP Gap by broadcast dayparts, please click the image to the right. These numbers are national averages. The GRP Gap varies significantly from market to market. We can give you a report on your major markets.