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August 31, 2012

Targeting voters? We've got your TV shows

Need to reach ultra-conservatives with your political message? Advertise on ESPN's regular-season college football coverage or NBC's "Today With Kathie Lee & Hoda," or become a proud sponsor of PBS's "Antiques Roadshow."

Those three shows have the highest concentration of ultra-cons in all of TV, according to a new report by marketing research company Experian Simmons.

Got a message for Super-Democrats? Say it on Comedy Central's "Daily Show With Jon Stewart," or the network's "Colbert Report," where they tend to gather. Or even NBC's "30 Rock," which attracts the third-highest concentration of Super-Dems even though Alec Baldwin steals every scene as Reagan-worshipping network chief Jack Donaghy.

Just in time for the party conventions comes a study on the TV shows with the highest concentration of each political party's most loyal voters. ESPN college football tops the Ultra-Conservatives' list, followed closely by "Antiques Roadshow" — so Ultra-Cons don't hate PBS after all!

Stewart's faux-news program tops the Super-Dem category, followed closely by companion show "The Colbert Report." No big surprise there.

But also scrutinized for their TV viewing habits were three important swing-voter segments in this election cycle: Mild Republicans, On-the-Fence Liberals and something called Green Traditionalists — who, it appears, are those viewers who swing well to the right on abortion and Social Security but think there might be something to this climate-change thing.

In the country's dozen-ish swing states this election, all those dark-money groups and super PACS will want to buy time in the shows that attract the highest concentration of viewers they're trying to reach, says Matt Tatham, spokesman for Experian Simmons, a unit of global information company Experian.

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