No matter which Philadelphia television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on KYW, WPVI, WCAU, and WTFX the most effective way to reach likely voters in the Philadelphia area? Or is advertising on cable channels provided by Xfinity, DISH, DirecTV, and Comcast. the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Philadelphia radio.

Every week, 2.5 million likely voters will listen to Philadelphia radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

There are more than 3.5 million registered voters in the Delaware Valley. Here is the number by county:

• Burlington, NJ: 329,605
• Camden, NJ: 376,904
• Gloucester, NJ 220,046
• Bucks, PA: 461,327
• Chester, PA: 360,387
• Delaware, PA: 188,322
• Montgomery, PA: 574,446
• Philadelphia, PA: 1,080,764

According to Nielsen, Philadelphia radio reaches significantly more of these registered voters than all other media, including local television pay-TV, newspaper, social media platforms, and streaming audio sites like Pandora or Spotify.