How Walker Media Agency Targets Audiences for Maximum Impact
As the 2024 Democratic National Convention (DNC) unfolded in Chicago, its effects rippled beyond the host city to nearby markets such as Milwaukee. Major political events like the DNC shift media consumption patterns, influencing national news, local coverage, and digital engagement. Businesses and brands eager to leverage this media surge must understand these changes. Walker Media Agency excels in using these trends to craft targeted campaigns that position clients for success. Here’s a detailed look at how WMA utilizes Comscore data to develop impactful marketing strategies during pivotal events.
The Impact of the DNC on Milwaukee’s Audience Behavior
Though centered in Chicago, the DNC shapes a broad media environment that affects nearby cities like Milwaukee. Political conventions attract dedicated political viewers and a wider audience interested in national issues—this shift results in heightened engagement across traditional and digital media platforms.
Television Viewership Trends:
During the 2024 DNC, television consumption in the Milwaukee market showed distinct patterns across different demographics. Comscore data revealed that older audiences, particularly those aged 35 and up, were the most engaged with TV coverage during the convention. The 65+ age group had the highest average rating of 3.6, with an audience index of 109.25, indicating a solid viewership relative to other groups. This trend underscores the importance of traditional media when targeting Baby Boomers and Gen X during major political events.
Regarding race and ethnicity, Asian American audiences had the highest average rating at 4.1, followed by White viewers with an average rating of 3.6. While still engaged, African American and Hispanic viewers showed lower average ratings, indicating a slight variance in consumption preferences.
Occupation-wise, Active Military viewers led with the highest average rating of 4.7, followed by retired individuals with a rating of 4.1. This rating indicates a strong engagement from audiences connected to military and blue-collar occupations during the DNC, offering critical insights for crafting targeted messaging.
Here’s a breakdown of the Comscore TV data for the DNC 2024 across all four days:
Age Group Summary
| Age Group | Avg. Rating | Avg. Audience Index | Avg. Audience |
| 18-34 | 3.2 | 96.75 | 8,542.25 |
| 35-64 | 3.3 | 99.00 | 15,975.25 |
| 65+ | 3.6 | 109.25 | 8,138.50 |
Race/Ethnicity Summary
| Race/Ethnicity | Avg. Rating | Avg. Audience Index | Avg. Audience |
|---|---|---|---|
| African American | 2.9 | 87.75 | 2,731.00 |
| Hispanic | 2.3 | 69.00 | 1,417.00 |
| White | 3.5 | 104.00 | 20,714.50 |
| Asian American | 4.1 | 123.75 | 790.75 |
Occupation Summary
| Occupation | Avg. Rating | Avg. Audience Index | Avg. Audience |
| Active Military | 4.7 | 106.25 | 3,007.00 |
| Retired | 4.1 | 123.50 | 1,151.5 |
| Craftsman-Blue Collar | 3.2 | 96.75 | 1,591.50 |
Walker Media Agency’s Strategy: Targeting Audiences for Maximum Visibility
Walker Media Agency’s approach to audience behavior data leverages a deep understanding of media consumption patterns. Using Comscore data, we design multi-channel strategies that effectively reach target audiences. Here’s how we execute our strategy during high-profile events like the DNC:
1. Strategic TV Advertising During Peak Hours
TV remains a critical medium for engaging older demographics during political events. Comscore data shows a substantial increase in local TV news viewership during the DNC, especially in evening news slots with live coverage. Walker Media Agency identifies these peak times and secures prime ad placements, ensuring maximum visibility for our clients during the convention’s most-watched moments.
2. Localized Messaging for Maximum Resonance
Although the DNC is held in Chicago, Milwaukee residents closely follow the event. Walker Media Agency leverages this local sentiment by crafting targeted messages that highlight Milwaukee’s role and cultural context. We help clients engage effectively with Milwaukee audiences by integrating local values and perspectives.
3. Data-Driven Insights for Targeted Campaigns
While traditional TV is compelling for older viewers, digital platforms are essential for younger audiences. While specific data on Gen Z and Millennial digital consumption wasn’t provided, Comscore typically observes increased online activity during significant events. Walker Media Agency creates tailored campaigns that use trending topics, targeted ads, and digital-first content to capture attention across platforms like Instagram, Twitter, and Facebook.
What is Comscore and How Do We Use It?
Comscore is a leading cross-platform measurement company that provides comprehensive data and analytics on audience behavior and media consumption. It offers insights into TV viewership, digital engagement, and social media interactions, enabling businesses to understand how audiences interact with content across various platforms.
Walker Media Agency utilizes Comscore data to provide a holistic view of audience behaviors and trends. By analyzing data from the Milwaukee DMA, we identify critical shifts in viewership and engagement patterns during significant events like the DNC. This information allows us to develop targeted marketing strategies that align with audience preferences and enhance campaign effectiveness.
Conclusion
The DNC generates significant media attention and audience engagement in markets like Milwaukee, presenting valuable opportunities for businesses to connect with viewers. By leveraging Comscore data and understanding audience trends, Walker Media Agency ensures our clients can effectively reach their target demographics during pivotal events. As the 2024 DNC concludes, WMA remains dedicated to helping brands navigate the evolving media landscape and achieve impactful results.
Contact Walker Media Agency today to discover how we can help you capitalize on the next major event and maximize your brand’s visibility.
