Using Radio to Reach Voters

Media reports have emphasized the importance of TV and online marketing in the political arena. Should your political clients spend money on other traditional forms of media such as radio? A recent study released by the University of Missouri indicates it could be a worthwhile expenditure for the following reasons:

  • Radio can be less expensive than TV
  • Radio ads often appeal to specific demographics such as men, young consumers and religious men and women

The study designer also points out that since radio stations often don’t run ads from competing candidates or interest groups, the value of the message remains more powerful.

Consider adding radio to the media mix in advance of the fall election season.

University of Missouri News Bureau release, July 10, 2008

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.