Radio Advertisement Marte Meighan

Radio Advertisement Radio advertisements vs. Television advertisements Each carry different messages Clinton-Gore campaign “The real secret weapon of that campaign might have been radio” Radio advertisements remain a vital component of Congressional Campaigns a larger percent of US senate and House candidates use radio rather than TV advertising

Radio Advertisement Inexpensive medium 2002 campaign in Arkansas- nearly 8 million total spent –2.5% of that went for radio ads –These radio ads accounted for 20% of all ads that were aired in Little Rock Radio spots are usually 60 seconds –TV spots: usually 30 seconds

Radio Advertisement  Allows for better targeting of particular audiences  A study showed that Americans are very loyal to a particular radio stations  On average people listen to just 1.7 radio stations  Democratic Media Consultant: Don Sweitzer and Dave Heller explain, “Unlike television, [radio] is driven by format, not a program. That means listeners are likely to be loyal to the same one or two stations most of the day, whereas few television viewers are loyal to, say, just NBC”.

Radio Advertisement  Radio is the medium for the most aggressive and misleading commercials in a campaign’s advertising  Radio is much harder to patrol  Amount of radio stations makes it near impossible to track ads  PTR (political talk radio)  PTR has a significant influence on public opinion, candidate perception, and policy outcomes o Listeners harbor more negative feelings toward candidates

Radio Advertisement McCleneghan-1987 examines the importance of radio advertisements 11 mayoral elections in New Mexico during the 1986 election Findings: –radio ads were the single most important predictor of victory

Radio Advertisement US senate campaign in Arkansas during the 2002 race Democratic campaign planned to spend 450,000 on radio advertising –spending toward African American stations and only 1/3 of the money going to Caucasian radio stations  TV advertising has to focus on issues that relate to masses of voters however radio advertising offers a different solution Segmentation –segmentation on TV does not match that of radio formatting –Approx. 13,000 commercial radio stations in the country

Radio Advertisement A study that focused on exposure to campaign ads on the radio: –Findings: Men vs. Women Religious vs. Nonreligious Young vs. old race –These findings represent the “underrepresented” in most mainstream political communications in America

Radio Advertisement Clinton-Gore: 1992 Campaign –Meanest assaults are on the radio The real secret weapon of Clinton’s win was the use of radio –segmentation

Radio Advertisement Theories as to why radio is so harsh –political consultants say that the secret lies in the circumstances under which people listen to radio-often while stuck in traffic jams. –People listen to the radio in an angry mood, sitting in traffic, as opposed to the escapist mood when they [people] watch TV. –Radio is a hot medium for attacks- its proven that mean words do down easier without unpleasant accompanying images Radio ads are more anonymous

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