There’s a lot of political ad revenue on the table for this upcoming election. How much of that will wind up in your pocket is always a big question mark. Katz Radio Group has a new study that will help arm you as you go out and attempt to woo some of those political dollars away from Television and digital.
The Katz Radio Group has uncovered new evidence that it says affirms radio’s ability to speak to and influence the crucial swing voters in the very important upcoming November 6 election. Katz partnered with Veritonic, a company that specializes in audio effectiveness, to conduct ongoing research that quantifies the impact radio advertising has on the electorate – and to develop best practices for producing effective radio copy.
Initial research focused on the state of Florida and the race for U.S. Senate. Vecritonic measured the opinions of real swing voters – Floridians who will vote in the upcoming election but are undecided on the candidate they support. Political ads were tested for their ability to emotionally resonate with swing voters and drive candidate preference.
One group of Florida swing voters viewed a TV commercial from the Democratic candidate, Bill Nelson. The spot featured Nelson speaking about his dedication to the country, accompanied by visuals of his past service. A second group of swing voters listened to the audio track from this same TV spot. (Note: we used the TV spot’s audio bed as a proxy for Radio, since the Nelson campaign was not running Radio ads at the time of fieldwork) Veritonic compared the feedback from both groups, and the results were compelling:
Here are the results, according to Katz:
- Across all key metrics, the audio spot successfully conveyed positive feelings to swing voters
- On Trust, the audio spot delivered 93% of the impact generated from the TV spot. While for Sincerity, the audio was 97% as impactful as Television
- Audio performed better than TV on the metric of Inspiration, as swing voters found the audio spot to be +9% more inspiring than the TV spot
- After listening to the audio spot, swing voters were 8% more inclined to vote for Bill Nelson – the same measured lift for those swing voters exposed to his TV spot
“The results of this study are very clear, Radio has the ability to be every bit as effective in impacting voter intentions as TV. As we near the end of the midterm election cycle, Radio should be considered an efficient medium that provides comparable impact in a less cluttered political media environment,” said Stacey Lynn Schulman, Chief Marketing Officer for Katz Media Group.