top of page

Edison: Why GOP Candidates Should Buy Radio — And Democrats Should Buy Podcasts.


Thanks to the domination of conservative voices on talk radio, political candidates and ad buyers looking for audio outlets for advertising this election season have a clear choice, especially Republicans. Edison Research’s Share of Ear data shows during the first quarter Republicans were nine times more likely to listen to AM/FM radio than the average U.S. adult.


On the other hand, stations may want to lead with their podcast options when talking to Democrats. Edison says they’re 21 times more likely to listen to a podcast during the first quarter than adults overall.


Independents can be the hardest of all for ad buyers to target. Edison says they are three times more likely to listen to ad-supported streaming music, and 23 times more likely to consume music videos on YouTube. To determine political affiliation, Edison says Share of Ear survey respondents are asked, “No matter how you vote, do you usually think of yourself as a Democrat, Republican, Independent, or Something Else?”


“It’s important to emphasize that campaigns at all levels should be putting more of their money into audio. Fully 84% of the voting-age public is reached by ad-supported audio daily,” Edison says in a blog post.


Nielsen released a report in February that showed AM/FM’s broad reach means it is good to reach voters of all political stripes. In terms of monthly voter reach, broadcast radio outperforms broadcast TV among Republicans (93% to 90%), among Democrats (92% to 85%), and among unaffiliated voters (92% to 79%). In each case, broadcast radio is second only to digital, which reaches 97% or 98% of each group.


Shifting more of the budget to CTV and digital wouldn’t compensate for TV’s diminishing returns, according to Nielsen. It says AM/FM radio is shown to add more than 14 points of incremental reach beyond TV, CTV and digital. It is among light TV viewers where AM/FM radio adds the most incremental reach. That’s because most radio consumption occurs out of home and away from the flat screen. The Nielsen analysis also shows that radio is essential for a media plan that aims to reach young voters.

41 views0 comments

Comments


bottom of page