Winning Candidates Turn to Radio Early to Boost Voter Intention

FINDINGS FROM NEW KATZ CASE STUDY

For many political campaigns, radio tends to be a home stretch media, with candidates hitting the airwaves in the last few weeks before an election. But for a pair of well-known gubernatorial candidates from both sides of the political spectrum, this has proven to be anything but the case. Not only has radio been a major part of their marketing efforts, they have bucked the trend and introduced radio advertising much earlier in the election cycle. In a new study, Katz has uncovered evidence that this strategy - using radio early and often - is helping these candidates build support and win votes.

EARLY AND OFTEN: KATZ ANALYSIS OF ARKANSAS AND GEORGIA PRIMARIES

Katz's analysis of Media Monitors data in Arkansas and Georgia found that Sarah Huckabee Sanders (R) and Stacey Abrams (D) both logged radio activity in March, well before the political window even opened in their states, and more than 2 months prior to the state primaries. For both the Huckabee Sanders and Abrams campaigns, radio is playing a major role in energizing the base and laying groundwork for the November general election.

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RADIO IMPACTS VOTER INTENTION

To understand how well these respective radio efforts influenced voters, Katz conducted online surveys in both Arkansas and Georgia among likely primary-goers during the week leading into the May 24th primaries. The results of the study showed that radio advertising successfully increased voter intention for both candidates.

Georgians who heard Stacey Abrams' radio campaign were +19% more likely to vote for her compared to those who did not hear her radio ads. And in Arkansas, primary-goers saw a +13% increase in intention to vote for Sarah Huckabee Sanders among those that heard her radio campaign vs. those who did not.

Stacey Abrams and Sarah Huckabee Sanders show that candidates from both sides of the political spectrum stand to benefit from using AM/FM Radio to engage with voters. They both invested early in key markets, getting their message out early for primaries, and setting a firm stage for the November elections. 

Radio Connects with Memorial Day Weekend Participants

KATZ SURVEY SHOWS RADIO DELIVERS ACTIVE & ENGAGED LISTENERS OVER THE HOLIDAY

Memorial Day 2022 brought the welcome return of live events back to towns and cities across the country to honor service members and usher in the unofficial start to summer. With COVID-related restrictions lifted across most states, travel to activities and social events have been rebounding. A new post-Memorial Day survey from Katz Media shows just how engaged people were over the holiday weekend and how radio is the medium to reach these active consumers. 

7 IN 10 LISTENED TO AM/FM RADIO IN-CAR OVER MEMORIAL DAY

Katz surveyed over 1,000 people across the U.S. in the week after Memorial Day to ask questions about their holiday weekend activities. 67% of respondents reported using their cars over the Memorial Day holiday, and 7 in 10 listened to AM/FM Radio while doing so, either over the air, or via streams or apps. Radio came in ahead of all other forms of audio, including pureplay streaming services, SiriusXM, owned music, and podcasts. 

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Radio consumers listened to AM/FM content as they traveled to and from a variety of activities, such as BBQs, memorials, parades, and the beach. Listeners also reported taking part in consumer activities, including shopping holiday sales, and going to the movies. For businesses looking to reach active and engaged consumers over holiday weekends, AM/FM Radio delivers.

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Consumers to Spend $20B Celebrating Dad This Year

CONSUMER SPENDING INTENTIONS

The National Retail Federation predicts that Father's Day sales will hit $20 billion this year, on par with the $20.1B spent in 2021, and +$3B more than 2020. Three-in-four consumers plan to celebrate the holiday this year, spending an average $172 on purchases - both physical and experiential gifts. Spending is down $2 from 2021, but up +$23 from 2020.

Besides the ever-popular greeting cards, the leading gifts for dads this year are clothing, special outings and gift cards. These 3 categories have both the highest percent of consumers buying, and the most money spent per-person. Special outings also represent the biggest year-over-year gain (+10% in per-person spend, and +4% in percent buying), reflecting the pent up consumer interest in public events and activities over the past two years. 

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RADIO DELIVERS REACH, IMPACT, AND ROAS FOR RETAILERS 

The NRF finds that 3 in 10 people look to retailers for Father's Day gift inspiration, meaning radio can be a powerful asset for marketers to get their dad-themed messaging out to consumers. Radio is the #1 reach medium, engaging consumers across demographics, and giving retailers the advantage of time and place opportunities, reaching prospects out-of-home, on-the-go, and during prime shopping hours.

For retailers wanting to inspire ideas and influence where consumer dollars are spent, AM/FM Radio is a must. Radio impacts consumer behavior, leading to a +29% lift in online search activity, and a +22% lift in store traffic (RAB lift studies). And radio delivers an average $12 return for every dollar spent on ads, including large returns for the sources of the NRF's popular dad-gifts - department stores, mass merchandisers, auto aftermarket, and electronics retailers (Nielsen ROAS studies).

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For more information from the NRF.

The Katz Local Vote: Your Guide to the 2022 Midterm Cycle

June is one of the busiest months this election cycle, with 18 states' primaries taking place and a dozen more political windows opening. As the cycle progresses, let Katz help you navigate the media landscape and reach local voters across the country with the relaunched Local Vote Interactive Guide. 

In it you will find helpful political and media insights:

      Political windows

      Governor, Senate, and U.S. House of Representatives races

      State political leanings

      Voter media usage by state, market, and party affiliation

      And more to come!

Click to launch the Katz Local Vote Interactive Guide.