Political campaigns have traditionally treated radio as a final push, a way to remind voters and reinforce messaging during the closing weeks before Election Day. The 2026 gubernatorial primaries in Georgia told a different story.
Rather than waiting until the final stretch, Republican candidate Rick Jackson in Georgia made AM/FM radio part of his strategy months before voters cast their ballots. By introducing radio early and maintaining a consistent presence throughout the campaign, his campaign used the medium to build familiarity, communicate their platforms, and reinforce support well before primary day.
New Katz analysis suggests that investing in radio early and often can give campaigns a meaningful advantage.
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EARLY AND OFTEN: RADIO STARTED MONTHS BEFORE THE PRIMARY
Using Media Monitors data, Katz analyzed political advertising activity leading up to the Georgia gubernatorial primary election. Rick Jackson's campaign launched radio advertising in February well before the official political advertising windows opened and more than two months before the primary.
Just as importantly, the campaign wasn't simply generating name recognition. In our creative survey nearly eight in ten respondents (78.3%) said Jackson's advertising helped them learn about his campaign, with 42.5% saying it helped "a great deal." These findings reinforce the value of beginning a campaign's radio effort early. The additional time allows campaigns to move beyond simple awareness and toward educating voters before the advertising environment becomes saturated.
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RECALL DRIVES SUPPORT
We also found evidence that remembered radio advertising was associated with stronger candidate support. One voter segment, representing 20.3% of respondents, remembered hearing the campaign advertising, reported learning a great deal from it, and ultimately voted for Rick Jackson. This combination occurred 1.64 times more often than would be expected by chance, indicating a meaningful relationship between advertising recall, campaign learning, and vote choice.
While not every supporter specifically remembered hearing the advertising, the survey demonstrates that campaigns benefit when their messaging breaks through and leaves a lasting impression.
THE WINNING STRATEGY
The 2026 Georgia gubernatorial primaries demonstrates that radio can be far more than a last-minute campaign tactic. By investing in AM/FM radio early and maintaining a consistent presence throughout the election cycle, campaigns can build awareness, educate voters, reinforce candidate positioning, and strengthen support before Election Day arrives.
For political advertisers, the lesson is straightforward: Don't wait until the final sprint. The most effective radio campaigns begin long before the first votes are cast.