the following are based on responses by those who reported being democrats, republicans or...
TRANSCRIPT
Delivering Voters Most Likely to Vote Democrat
Voter DemographicsThe following are based on responses by those who reported being Democrats, Republicans or Independents and voted in the past year.
There are nearly as many self-identified Independent voters as Republican voters
For Democrats, winning Independents is critical
Voters by party affiliation
Democ
rat
Repub
lican
Inde
pend
ent
9.9
27.124.9
Voted last year and is…
Democ
rat
Repub
lican
Inde
pend
ent
0
10
20
30
40
50
60
70
80
MALEFEMALE
Among Democrat voters, women outnumber men by more than 2:1
For Democrats to win, it’s critical to reach female voters!
Voter gender by party affiliation
18-20
21-24
25-34
35-44
45-49
50-54
55-64
65-74
75 +
0
5
10
15
20
25
30
DemocratRepublicanIndependentP
erc
en
tAge of voters by party affiliation
Republicans: skew heavily 25-44 Independents: skew heavily 21-44; 55-
64 Democrats: skew heavily 25-34; 50-
64
Ethnicity by party affiliation
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHERASIANHISPANICBLACKWHITE
Hispanics comprise 45% of Democrat voters
Income by party affiliation
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+0
5
10
15
20
25
30
35
40
45
50
DemocratRepublicanIndependent
The rise of Independents• Independent voters nearly = Republican voters• Sharp decrease in Republicans / increase in Independents after 2010 election• Growth of Independents has come primarily from former Republicans• Democrats peaked when Pres. Obama was elected; have been in gradual decline
since
SLC20
8IN
SLC40
8IN
SLC20
9IN
SLC40
9IN
SLC21
0IN
SLC41
0IN
SLC21
1IN
0
100,000
200,000
300,000
400,000
500,000
600,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Voted Past Year and is a…
Democrat Republican Independent Total
Vote
rs b
y A
ffiliati
on
Tota
l V
ote
rs (
top
blu
e lin
e)
Obama Elected
2010 election
Targeting Independent Voters Who Are Likely to
Vote Democrat
Democrat Voters Profile
Democrat Republican Independent
0
20
40
60
80
MALE
FEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +
05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHER
ASIAN
HISPANIC
BLACK
WHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+
0
5
10
15
20
25
30
35
40
45
50
Democrat Republican Independent
H.S. O
R LES
S
H.S. G
RADUATE
SOME
COLL
EGE
COLL
EGE
DEGREE
ADVANCED D
EGREE
0
5
10
15
20
25
30
35
Democrat Republican Independent
Key: 25-34/45-64 white or Hispanic female with high school diploma/some college earning $35-$75KSecondary: add 65+ and advanced degrees
Independents comprise the second largest voting bloc, just behind Republicans.
All Independents are not the same.
Some Independents lean Democrat.
Some Independents lean Republican.
By identifying common traits, you can target the Independents that are most likely to vote Democrat.
And win elections as a result.
Lean Democrat
Lean Republica
n
Targeting Independents
Targeting Independents Who Lean Democrat
Democrat Republican Independent
01020304050607080
MALE
FEMALE
18-20 21-24 25-34 35-44 45-49 50-54 55-64 65-74 75 +
05
1015202530
Democrat Republican Independent
Democrat
Republican
Independent
0 10 20 30 40 50 60 70 80 90 100
OTHER
ASIAN
HISPANIC
BLACK
WHITE
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+
0
5
10
15
20
25
30
35
40
45
50
Democrat Republican Independent
H.S. O
R LES
S
H.S. G
RADUATE
SOME
COLL
EGE
COLL
EGE
DEGREE
ADVANCED D
EGREE
0
5
10
15
20
25
30
35
Democrat Republican Independent
Key targets: 25-34/45-64 white/Hispanic female with high school diploma /some college earning $35-$75KSecondary: add advanced degree
Delivering Democrat and Democrat-leaning voters
62,000 women read City Weekly
54% white / 44% Hispanic
49% earn $35-$75K
City Weekly Reaches the Women Most Likely to Vote Democrat
City Weekly Female Readers Mirror Women Who Vote Democrat
25-34 35-44 45-49 50-54 55-64 65-74 75 +0
20
40
60
80
100
Democrat Female VotersCity Weekly Female Readers
0204060
WHITEHISPANIC
0204060
Democrat Female VotersCity Weekly Female Readers
< 15K 15K-25K
25K-35K
35K-50K
50K-75K
75K-100K
100K-150K
150K+0
10
20
30
40
50
60
Democrat Female VotersCity Weekly Female Readers
Delivering Voters Most Likely to Vote Democrat