Media Monitors: Radio Enjoys Playing Politics
June 5, 2008 at 10:11 AM (PT)
A MEDIA MONITORS survey of how the current political campaign impacted radio in terms of advertising draw a fairly predictable conclusion: If only they could hold a presidential primary and election each year. Well over 100,000 radio spots trumpeting the various Presidential contenders were aired during the primary season.
Unlike past elections, the Democrats far outspent the Republicans in radio. The MEDIA MONITORS' month-by-month analysis found, in general, that those candidates that advertised more fared better in the polls. However, it could be argued that a better perspective would be that a sure sign of a candidates' lack of success in the polls was a dramatic decrease in radio spots.
For instance, RON PAUL ran over twice as many spots as JOHN MCAIN over the same period (DECEMBER through APRIL), but never came close in terms of delegates or primaries won. On the other hand RUDY GIULIANI ran only 320 commercials in FLORIDA before his make-or-break primary, far below what others aired, and his fortunes didn't turn around. Similarly, MITT ROMNEY cut back on radio in FEBRUARY, and he concluded his campaign after a poor "Super TUESDAY" showing.
On the other hand, a plethora of spots certainly helped BARACK OBAMA on the Democratic side. From DECEMBER '07 to the end of MAY '08, he ran 81,727 spots on the radio, compared to HILLARY CLINTON’s 31,763 spots. Although CLINTON ran more spots than OBAMA in DECEMBER, OBAMA's radio campaign went into overdrive in FEBRUARY, when he ran 33,904 spots ... and scored a string of primary victories.
Catch all the details at www.mediamonitors.com.