Political Radio:

1

• Political Radio
• Candidates
• Independent Expenditures
• and Issues

2
What Political Consultants Say
Source E-Voter Institute, 2006 Note Chart
shows the percentage of political consultants who
see each method as a best way to win an
election.
3
What Voters Say

• How have you been getting most of your news
  about the November elections?

Numbers do not add to 100 because of rounding
and multiple answers. The 2000 results are
based on registered voters only.
Source Joint post-election survey by the Pew
Internet American Life Project and the Pew
Research Center for The People The Press.
November 2006.
4
Targeting is Key
5
Political Surveys

• Station Audience
• Ranking
• Format
• Demographics
• Age
• Gender
• Ethnicity
• Income
• Education

• Candidate Preference
• Party Affiliation
• Voting History
• Knowledge of Issues
• Likelihood to Vote
• Demographics

6
Advantages of Radio

• Active not passive
• Integral part of lifestyle
• Heavy correlation with voters
• Believable political news source
• Madison Avenue without the budget
• Quick production and trafficking
• Often more economic than TV
• Universally present
• Stealth
• What people think they see and think they
  read, is often really what they hear.

7
The Medium is the Message

• -Marshall McLuhan
• Red sports car vs. minivan
• Radio traffic report vs. newspaper feature on
  congestion

8
The Messenger is the Message 1

• Client National Rifle Association
• Messenger Charlton Heston
• Advantage Instant positive recognition with
  target group

Click to hear the commercial
9
The Messenger is the Message 2

• Client National Rifle Association
• Messenger Rosie ODonnell
• Advantage Instant negative transfers to
  political target

Click to hear the commercial
10
The Messenger is the Message 3

• Client NFIB small business
• Messenger Charles Osgood
• Advantage Apple pie/Americana transfers as
  positive endorsement

Click to hear the commercial
11
The Messenger is the Message 4

• Client Stop Human Cloning
• Messenger Skeptic surrogate
• Advantage The listener can relate and buy into
  the argument rather than be sold

Click to hear the commercial
12
The Messenger is the Message 5

• Client Law Enforcement Alliance of America
• Messenger Real victim
• Advantage Compelling, disarming, emotional and
  believable

Click to hear the commercial
13
The Messenger is the Message 6

• Client NRA-PVF
• Messenger Opponent
• Advantages Undermines opponent through ridicule
  and humor

14
The Messenger is the Message 7

• Client Charlie Crist for Governor
• Messenger Black matriarch
• Advantage Believability, commands attention and
  respect

Click to hear the commercial
15
Summary Political Radio

• Integral part of media mix
• Active/not passive
• Believable
• Targetable
• Only limited by
  your imagination