Audio The Key To Reaching More Voters With Campaign Ads.

As political advertising ramps up with the midterm elections less than two months away, the focus moves to how campaigns can find voters who still need to hear the message, or supporters who need to be reminded to turn intention into action.

According to a report from iHeartMedia, audio media can make the difference when it comes to incremental voter reach, as in the number of new voters a campaign reaches beyond those already exposed to its ads. In a campaign’s final stretch, incremental reach via audio can win over additional voters, as opposed to saturating the audience already reached by TV spots.

Citing a Nielsen study, the report notes that once a campaign establishes strong market presence, each added gross rating point may contribute less incremental reach, meaning more impressions are bought against the same audience vs. expanding the voter universe. The study found that in nine markets, adding 250 GRPs to an existing 500-GRP media plan focused on television only generated just two to four additional reach points.

What can political campaigns do to avoid spending more on TV just to create more frequency among voters already reached? iHeartMedia’s report notes that voters don’t spend their entire day watching TV, while broadcast radio, podcasts and streaming audio are with voters throughout the day — while driving to and from work, and during other daily routines. 

Audio media not only creates opportunities to connect with voters beyond traditional television viewing, the report says, but Nielsen’s analysis found that moving those 250 GRPs from TV to radio significantly increased registered voter and swing voter reach, while improving efficiency. In markets such as New York, Atlanta, Philadelphia, Detroit, Charlotte, Pittsburgh, Raleigh-Durham, Milwaukee and Greensboro, radio delivered up to 62% registered voter reach, up to 69% swing voter reach, and 25% to 31% greater cost efficiency vs. adding more TV weight alone.

What’s the result of moving a significant amount of political ad spend from TV to audio? More efficient reach, the report says, and therefore more opportunities to communicate with persuadable voters, reinforce support among key constituencies, and maximize the impact of media budgets during the most competitive phase of the election cycle.

With campaign ads on radio, podcasts or streaming audio, iHeartMedia’s report says, it isn’t just about the added impressions but the trusted local environments and voices that voters choose every day that make a difference. When political ads air while listeners are engaged with their favorite radio and podcast hosts, or with local news, it’s about reaching voters when they feel connected to their communities.

Using audio ads, especially during the final weeks leading to Election Day, gives campaigns access to voters all day, the report says, extending their messages beyond the TV screen and delivering greater efficiency by connecting with more people who can decide an election.