Some Surprising TV Shows for Reaching Independent Voters

News isn't the only game in town

Who knew that It's Always Sunny in Philadelphia would be the top show in Washington, D.C., for reaching independent voters? Or that Ugly Betty in Miami, Heartland in Las Vegas and My Name Is Earl in Denver would also be fertile ground for independents?

As election crunch time nears, candidates will be trying to target and reach independent voters who are likely to make the difference on Nov. 6. An analysis by TiVo Research and Analytics matching voter registration records to viewing patterns produced lists of the top programs in five battleground markets most likely to deliver independent eyeballs.

News still ranks as one of the best places to run political ads, but there's only so much inventory available. With markets already saturated with election advertising—markets like Washington, D.C., and Las Vegas are already airing more than 10,000 ads a week—programming other than news is a strong option and in some cases, as the TiVo data suggests, may reach more independent voters. 

Top 10 Programs in Households with Registered Independents
Indexed Against Base of All Registered Voters
Second Quarter, 2012
Net Stn Program Index
CW WSFL Ugly Betty 132
FOX WSVN FOX News Sunday With Chris Wallace 131
NBC WTVJ The People's Court 129
NBC WTVJ Access Hollywood Live 129
NBC WTVJ DJ 6 in the Mix 126
NBC WTVJ Live Miami at 11 a.m. 125
CW WSFL The Steve Wilkos Show 124
CW WSFL 30 Rock 121
CW WSFL The Secret Circle 120
NBC WTVJ NBC 6 News at 11 a.m. 119
West Palm Beach
Net Stn Program Index
NBC WPTV Early Today 150
NBC WPTV Today on 5 at 4:30 149
CW WTVX The Vampire Diaries 147
CW WTVX The Catalina 145
CW WTVX Ugly Betty 143
FOX WFLX The Jeremy Kyle Show 142
ABC WPBF ABC World News With David Muir 140
ABC WPBF WPBF 25 News Mornings 140
CW WTVX America's Next Top Model 140
CW WTVX Frasier 140
Net Stn Program Index
CW KWGN My Name Is Earl 138
NBC KUSA 9News at 5:30 a.m. 137
CW KWGN The Steve Wilkos Show 123
FOX KDVR Judge Alex 123
FOX KDVR Good Day Colorado 6A 122
CW KWGN Breaking Pointe 122
FOX KDVR Bob's Burgers 118
FOX KDVR MLB Postgame 118
CW KWGN The Bill Cunningham Show 117
NBC KUSA Fashion Star 117
Las Vegas
Net Stn Program Index
CW KVCW Heartland 209
CW KVCW The Catalina 166
CBS KLAS P. Allen Smith Gardens 150
FOX KVVU Today's Homeowner With Danny Lipford 144
CW KVCW Nikita 144
CW KVCW The King of Queens 143
CW KVCW Entertainers 142
ABC KTNV Action News Sunday at 6 a.m. 140
ABC KTNV Action News Saturday at 6 a.m. 136
CW KVCW 30 Rock 135
Washington, D.C.
Net Stn Program Index
CW WDCW It's Always Sunny in Philadelphia 187
CW WDCW Ugly Betty 163
CW WDCW MLB Baseball 143
ABC WJLA Brothers & Sisters 142
NBC WRC 30 Rock 142
CW WDCW Gossip Girl 140
CW WDCW Hart of Dixie 139
NBC WRC Up All Night 139
NBC WRC Community 138
CBS WUSA How I Met Your Mother 132
Source: Media TRAnalytics®, 2Qtr 2012. Analysis based on all programs airing on ABC, CBS, CW, FOX, and NBC with a rating of 0.1 or greater.


Publish date: October 22, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT