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Report: Radio is Effective Tool for Political Campaigns
RADIO ONLINE | Wednesday, November 13, 2019 |
Broadcast AM/FM radio is a consistently effective tool for political campaigns needing to cut through the clutter, according to a Westwood One blog post. WWO says the medium reaches a "massive, engaged and diverse audience across the political party spectrum." Using Nielsen Scarborough data and Nielsen Media Impact, Nielsen's cross media optimization system, the company examined AM/FM radio's reach, demonstrating that broadcast radio gets out the vote.
AM/FM radio has mass reach
According to Nielsen Scarborough data, AM/FM radio reaches 88% of likely voters, more than the Internet (85%), TV (83%), and Facebook (62%). AM/FM radio also has significantly greater reach among likely voters than SiriusXM (18%), Pandora (17%), and Spotify (10%).
AM/FM radio reaches Twitter users
With the recent announcement that Twitter will no longer take political ads leading up to the 2020 election, AM/FM radio steps in to fill the void. According to Scarborough, AM/FM radio (88%) outreaches Twitter (18%) among likely voters. Among likely voters, 90% of Twitter users are reached by AM/FM radio. By investing in AM/FM radio, political campaigns get virtually the entire Twitter audience for free.
AM/FM radio reaches every key voting segment
88% of Democrats, Republicans, and Swing voters are reached weekly by AM/FM radio.
AM/FM radio makes your TV better
According to an actual U.S. Senate campaign run in Nielsen Media Impact for an October 2018 media buy, a TV only media plan achieves a 79% reach. Reallocating 20% of the media budget to AM/FM radio boosts reach to 90%, a +14% increase in incremental reach versus just TV alone for the same budget.
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