Cumulus/Westwood One Audio Active Group Looks At Political Radio Ad Best Practices

It's That Season Again

This week's blog post from CUMULUS MEDIA and WESTWOOD ONE's AUDIO ACTIVE GROUP includes data from a VERITONIC analysis of political radio advertising that points to best practices for political audio.

In the study, station-specific ads using the station's call letters and produced to fit the station's sound worked better on voter intent (9% lift) over generic ads (7% lift), with swing voters more receptive to station-specific ads. Also, ads voiced by the candidate outperformed ads voiced by professionals, with 6% voter intention lift.

“Political candidates need radio,” said Chief Insights Officer PIERRE BOUVARD. “The TV landscape is always going to be cluttered leading up to elections. AM/FM radio offers candidates a way to cut through the noise. We know that one of the big reasons listeners turn to radio is to feel connected. They trust the medium. Political candidates who have ads on the radio can benefit from the halo effect of being in such a trusted environment. With the new best practices uncovered in this analysis, not only will political candidates reach listeners who are primed to receive their message, but they will be set up for success by connecting with their most important target audience -- swing voters.”

“We’re excited to partner with the AUDIO ACTIVE GROUP in the release of this new data pointing to ways candidates can easily optimize their audio creative for maximum impact,” said VERITONIC Founder/CEO SCOTT SIMONELLI. “Creative audio has the power to reach the right audiences at the right moment and time. Understanding your audience and what they respond best to is essential to building out a political campaign with the confidence to ensure that no ad dollar is wasted. We have seen the success of audio in its ability to create desired outcomes during critical political election periods and its influence on voters' intentions to elect office officials.”

See more on the study at WestwoodOne.com/blog.

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