Political Ads Tied to Local Radio Stations Perform Better
AM/FM Radio Turns Out Swing Voters
NEW YORK, Sept. 06, 2022 (GLOBE NEWSWIRE) — The Cumulus Media (NASDAQ: CMLS) | Westwood One Audio Active Group® (AAG) in the present day launched a brand-new evaluation of two non-traditional artistic approaches to political adverts. The outcomes confirmed that using candidate-voiced adverts in political campaigns and customizing political copy with station-specific verbiage that seeks enter from listeners drove better voter intent and have been seen as extra uplifting.
The artistic evaluation reveals useful insights and greatest practices for political audio campaigns. Some highlights embody:
- Station-specific adverts that decision out the station name letters, match the power of the station, and search to enhance the marketing campaign via soliciting suggestions carried out higher than customary political adverts. They delivered larger raise in voter intent (+9) versus generic adverts (+7).
- The key phase of swing voters was extra receptive to station-specific political adverts versus generic adverts (+3). According to Nielsen Scarborough information, AM/FM radio delivers an 82% huge attain of all swing voters.
- According to Nielsen Media Local Impact, Nielsen’s media optimization platform, a ten% allocation of the media plan to AM/FM radio boosts voter attain by +8% with no improve in funds. Given that political races are being determined by such slim margins, including AM/FM radio to the plan may help candidates optimize their media for the most important doable attain.
- Ads voiced by a politician outperformed each Veritonic political marketing campaign benchmarks and political adverts with knowledgeable voiceover. Candidate-voiced adverts additionally drove larger voter intention raise (+6) in comparison with Veritonic political benchmarks (+5) {and professional} voiceover adverts (+5).
- According to Edison Research’s “Share of Ear” examine, AM/FM radio accounts for 76% of the each day audio time spent with any ad-supported platform amongst registered voters. “Share of Ear” additionally finds that AM/FM radio has substantial ad-supported each day shares amongst Democrats (73%), Independents (75%), and Republicans (78%).
“Political candidates need radio,” mentioned Pierre Bouvard, Chief Insights Officer, Cumulus Media. “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,” mentioned Veritonic Founder and 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.”
The full political artistic evaluation is offered at WestwoodOne.com/weblog. This info is offered on the weblog as a part of Cumulus Media’s dedication to share insights and analysis findings with the advertising and marketing neighborhood.
Analysis Methodology
Two non-traditional artistic approaches have been examined by Veritonic. Ads have been examined amongst adults 18+. Emotional response attributes examined included: Excited, comfortable, likeable, empowering, relaxed, related to me, reliable, bored, nervous, and unhappy. Intent to vote for the candidate earlier than and after being uncovered to the adverts was additionally collected. Panelists have been re-contacted 48 hours after advert publicity to measure advert recall. For the AM/FM radio advert voiced utterly by candidate, the pattern dimension was 321 respondents per advert (2889 respondents whole). For the AM/FM radio advert personalized to the station searching for voter enter, the pattern dimension was 281 respondents per advert (562 respondents whole). Panelists have been requested about their voter registration standing in addition to political affiliation.
About Cumulus Media
Cumulus Media (NASDAQ: CMLS) is an audio-first media firm delivering premium content material to over 1 / 4 billion folks each month — wherever and at any time when they need it. Cumulus Media engages listeners with high-quality native programming via 405 owned-and-operated radio stations throughout 86 markets; delivers nationally-syndicated sports activities, information, speak, and leisure programming from iconic manufacturers together with the NFL, the NCAA, the Masters, CNN, the AP, the Academy of Country Music Awards, and plenty of different world-class companions throughout greater than 9,500 affiliated stations via Westwood One, the most important audio community in America; and conjures up listeners via the Cumulus Podcast Network, its quickly rising community of authentic podcasts which might be good, entertaining and thought-provoking. Cumulus Media offers advertisers with private connections, native impression and nationwide attain via broadcast and on-demand digital, cell, social, and voice-activated platforms, in addition to built-in digital advertising and marketing providers, highly effective influencers, full-service audio options, industry-leading analysis and insights, and reside occasion experiences. Cumulus Media is the one audio media firm to offer entrepreneurs with native and nationwide promoting efficiency ensures. For extra info go to www.cumulusmedia.com.
About Veritonic
World-renowned manufacturers, companies, publishers, and platforms depend on Veritonic’s complete audio analytics and analysis platform to analysis, check, and measure the ROI of their audio belongings and campaigns pre-market, in-market, and post-campaign. The ensuing perception permits shoppers to achieve confidence of their audio funding, mitigate danger via optimization, and improve their return as they have interaction shoppers with compelling audio experiences. For extra info, go to https://www.veritonic.com.
Contact: Karen Glover | Cumulus Media | [email protected]
