Campaigning for Radio on Political Buys
RADIO BOOSTS TV + DIGITAL/SOCIAL CAMPAIGNS
As the Republican National Convention comes to a close, there are less than 70 days left until Election Day. The window for campaigns to make an impact on voters is even smaller than that, since many Americans will be casting their ballot prior to November 3rd in early voting states, or with mail-in voting. In order to take advantage of the precious remaining weeks ahead, agencies need to focus on using the right media mix to reach and influence the most local voters. According to a recent series of Nielsen Media Impact case studies, the right media mix must include radio.
Overall, political campaigns tend to allocate under 5% of their budget to radio. Nielsen Media Impact case studies illustrate how re-configuring a campaign's existing budget to allocate 20% to radio can improve reach, impressions, frequency and cost efficiency.
Looking at a Los Angeles case study that explores optimization options for a a $1.5M ad budget, Nielsen finds that adding Radio into the media mix of TV and Digital / Social Media improves reach by +28% and frequency by +5%, without adding any money to the total budget.
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In an election where every vote counts, reaching the most voters with effective frequency is paramount. Radio is the key to optimizing media mixes to ensure a candidate's voice and message make an impact. And beyond offering scale, radio is a reliable ad vehicle in today's volatile times - safe, trusted, and nimble.
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