Pro Politics with Zac McCrary 10 Findings from a New Media Consumption Study with Adam Wise of National Media and Mitch Kline & Pat McGee of Katz Media
Aug 12, 2025
Adam Wise, Chief Innovation Officer at National Media, joins Mitch Kline and Patrick McGee from Katz Media to unpack a groundbreaking media consumption study post-2024 elections. They discuss six distinct voter media profiles and how economic concerns dominate over social issues. The trio highlights texting as a key tactic for voter turnout and reveals insights on the challenges of engaging disengaged voters. They also explore the evolving role of direct mail and the rise of second-screen experiences, emphasizing the need for innovative strategies in an ever-changing media landscape.
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Massive Fragmentation Of Media Reach
- Media reach has fragmented massively since 2010, reducing broadcast's ability to reach swing voters.
- Campaigns must triangulate across ACR, Nielsen and polling to map today's media landscape.
Six Distinct Voter Media Profiles
- The study identifies six distinct media-consumption segments that require different tactics.
- TV traditionalists and cross-platform omnivores together make up roughly half of the electorate.
Omnivores Are Swing And Cross-Platform
- Omnivores consume heavily across platforms and are among the most persuadable swing voters.
- They overlap TV traditionalists but also stream, so buying only TV misses them.
