To some extent, Republicans are seeking out sources Democrats avoid, such as Fox News. But overall usage of these sources appears to be lower on the right—a finding also confirmed by research from audience insights platform Disqo.
Disqo found that while Republicans overindexed as users of Fox News, for example, they underindexed as users of any other video-based news source studied, including cable and broadcast networks. They also had less of a presence than Democrats on most of the editorially focused news sites studied and even on business-focused news sites like Forbes and Business Insider. (Republicans overindexed on CNBC, however, where Democrats underindexed.)
Marketers looking to target a politically diverse audience, or Republicans specifically, will have to broaden strategies beyond news sites—and based on the Disqo research, it appears they are simply spending their digital media time elsewhere. Republicans overindexed on Facebook and Pinterest within the social media category, but also had an outsized presence on the sites of major sports leagues, other sports news sites like CBS Sports and ESPN and certain retail sites like Walmart and eBay.