Target Media Index™: Cable Example

With Democrat voters watching more television, we developed our research-based
Target Media Index™ to identify those media vehicles that are more likely to reach Republican and swing voters. Our approach uses the 250,000 in-depth interviews conducted each year by the Scarborough consumer research firm, as well as the latest audience ratings data from Nielsen and Arbitron.

Media audiences are analyzed on the two key dimensions of partisanship and voter turnout.
Target Media Index™ scores can be calculated for television, radio, print, and Internet media in each of the country’s 80 largest media markets, as well as nationally.

To see a bubble chart example of our analysis of national cable audiences, please click the image below.