Here’s How Female Voter Segments React to Your Clients’ Ads

BY Rachel Cagle
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Statewide elections are looming on the horizon. Are your politically-​based clients ready to advertise to their state’s variety of female voter segments? That’s right, active female voters do not all respond the same way to the same ads. These Nielsen’s findings on the media preferences of three female voter groups can help you sell your clients more advertising.

College-​Educated Women

First off, 58% of college-​educated women always vote in state elections. Around 35% of these voters identify as Democratic and about 25% as Republican. Approximately 30% are Independent and the remaining 10%, or so, are unaffiliated.

Your clients can reach this group with TV and radio ads. Each day, the female college-​educated voter watches approximately four hours and 46 minutes of TV (primarily food/​cooking, reality and daytime shows). She listens to the radio (mostly News/​Talk/​Information, Adult Contemporary and Country) for around one hour and 30 minutes daily. Additionally, printed Sunday newspapers are read by 46% of this group. Don’t leave out digital though. Weekly, the college-​educated female voter will spend about nine hours and 42 minutes online.


Overall, 41% of Latinas reported that they always vote. About 45% are Democrats and around 15% are Republican. Approximately 25% are Independent and the remaining 15% are unaffiliated.

This group uses much of the same media as college-​educated female voters. However, the group's media usage also includes social media, which 80% of Latina voters use each month. When it comes to TV, Latinas consume about four hours and five minutes daily. Their preferred programming includes Food/​Cooking, Reality, Court Shows, Late Local News and Novellas. Latinas also listen to the radio for about an hour and a half each day, and prefer Pop Contemporary and Mexican Regional stations. Sunday newspapers are read by 35% of this voter segment. Also, they spend about eight hours and 25 minutes online on a weekly basis.


Female millennials have the lowest number of "always" voters out of the three groups (35%). However, this segment's growth of "always" voters has risen by 9.3% from 2014 to 2017. So, they shouldn't be overlooked. Female millennial voters are about 32% made up of Democrats and 20% of Republicans. Another approximately 30% are Independent and the remaining 18% or so are unaffiliated.

Not surprisingly, millennials thrive on social media. Within the last month, 93% have participated on a social channel and are 177% and 118% more likely than other voters to use Snapchat and Instagram, respectively. This segment also spends an average of 11 hours and 23 minutes online per week. More traditional media isn’t as popular with this segment. On average, female millennial voters watch three hours and 22 minutes of TV (preferably Food/​Cooking, Reality and especially Comedies) each day. Also, only 31% read the Sunday newspaper. Millennials tend to listen to the same amount of radio as the other two segments (one and a half hours a day). But they differ because they prefer Country and Hot AC stations.

For more information on Active Voters, millennials and other similar consumer profiles, check out AudienceSCAN from AdMall by SalesFuel. If your client thinks they should be advertising to all female voters the same way, you need to help them rethink their strategy.