WINNING WITH RADIO

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WINNING WITH RADIO

• A Democratic Perspective

Greg Pinelo
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The Big Picture

• Fragmentation changes everything
• Narrowcasting is in, broadcasting is out
• You cant put all your eggs in one basket, cough,
  TV
• For political advertisers, its even tougher

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Radio As Important As Ever

• Essential part of a media mix, from Presidential
  elections to school board races
• You cant TIVO it yet
• 60s afford opportunity for more content
• Cost affords more opportunity for sharp creative
• Below the radar means you can be tougher
• A little less clutter in crunch time

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Radio As Important As Ever

• Target-rich environment for Democratic and
  progressive campaigns
• African-Americans
• Latinos
• Rural voters
• Evangelicals
• Men

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Radio Challenges

• Longer commercial pods
• Political disclaimers can sometimes be unwieldy
• Some stations moving towards selling 30s which
  make it tougher to deliver a political message

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Radio Challenges

• Access more limited than television Radio sells
  out more frequently
• Some radio markets have cost efficiency that is
  close to broadcast television, cough, Washington

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Creative Opportunities

• You can do more
• You can move faster
• Its way, way cheaper

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Defenders of Wildlife

• The Big Hunt

Click to hear the commercial
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Change America Now

• Teacher

Click to hear the commercial
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Targeting Opportunities

• Demographic
• Geographic
• Psychographic

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Governor Jim Doyle

• Honey

Click to hear the commercial
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Save Darfur Coalition

• Bennett

Click to hear the commercial
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Senator Jim Webb

• Cooter

Click to hear the commercial
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WINNING WITH RADIO

• A Democratic Perspective

Greg Pinelo