Early Radio Advertising Boosted Georgia Gubernatorial Campaign.

Political advertising on AM/FM radio can be more effective when campaigns begin months before Election Day rather than waiting until the final weeks, according to a new analysis from Katz Media Group based on the 2026 Georgia gubernatorial primary.

The analysis examined political advertising activity using Media Monitors data and found that Republican gubernatorial candidate Rick Jackson began running radio advertisements in February, well before the official political advertising window opened and more than two months before the primary election.

According to Katz, the campaign’s early investment in radio helped build familiarity with Jackson and communicated his platform over an extended period rather than relying on last-minute messaging.

“By introducing radio early and maintaining a consistent presence throughout the campaign,” Katz explains, “his campaign used the medium to build familiarity, communicate their platforms, and reinforce support well before primary day.”

Katz said survey data also suggested the campaign’s advertising helped educate voters. Nearly 78.3% of respondents said Jackson’s radio advertising helped them learn about his campaign, while 42.5% said it helped them “a great deal.”

“These findings reinforce the value of beginning a campaign’s radio effort early,” Katz explains. “The additional time allows campaigns to move beyond simple awareness and toward educating voters before the advertising environment becomes saturated.”

The analysis also found an association between remembered radio advertising and voter support. Katz said one group representing 20.3% of survey respondents recalled hearing the campaign’s radio advertisements, reported learning a great deal from them and ultimately voted for Jackson. According to the analysis, that combination occurred 1.64 times more frequently than would be expected by chance, suggesting a relationship between advertising recall, campaign learning and vote choice.

Katz noted that not every Jackson supporter specifically remembered hearing the campaign’s radio advertising, but said the findings indicate campaigns benefit when advertising messages are remembered by voters.

The company concluded that the Georgia gubernatorial primary demonstrates radio can serve as more than a late-stage campaign medium. Instead, campaigns that maintain a consistent radio presence throughout the election cycle may be better positioned to build awareness, educate voters and reinforce support before ballots are cast.

“For political advertisers,” Katz says, “the lesson is straightforward: Don’t wait until the final sprint. The most effective radio campaigns begin long before the first votes are cast.”