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Female Voter Segments Are as Unique as Their Media Preferences

On Aug. 26, 1920, the U.S. Congress ratified the 19th Amendment to the Constitution, giving women the right to vote. Today, Susan B. Anthony and other suffrage leaders who fought for social equality 100 years ago would be proud to witness the fruits of their labor as women maintain a prominent position in determining election outcomes across our 50 states.

That hard-fought influence of the female voter is sure to be felt with the upcoming statewide gubernatorial, senate and house races taking place in almost every state this year.

But are all female voters alike, and will a one-size-fits-all media strategy work as candidates vie to get their messages heard by this important voter segment? Nielsen Scarborough examined three key female voter segments (Latinas, college-educated and Millennials) to learn more about their voting behaviors and determine which media vehicles will most effectively reach each.

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